Skinny, fat or 'bucket'?: Dove's body-shaped bottle ad backfires

Ebony Scott
May 10, 2017

Dove, the friendly soap company known for preaching self-love and diversity through advertisements featuring real women instead of models, recently unveiled a new line of limited edition body washes in a variety of body-shaped bottles. In 2014, for instance, it had women wear "beauty-enhancing" patches, then filmed them talking about how much more attractive they felt - before being told that the patches were a placebo.

The phrase "beauty comes in all shapes and sizes" flashes across the screen along with images of bottles, some tall and thin, others short and curved. As Dove put it in a statement: "Each bottle evokes the shapes, sizes, curves and edges that combine to make every woman their very own limited edition".

Hopefully, there will come a time when we will get rid of our prejudices against not just body types, skin/hair colour, but people in general.

She thinks the bottles could ultimately do more harm than good. "The shapes invite shoppers to judge themselves against what others look like, which surely increases the sense of feeling different rather than acceptance".

But critics have taken to social media.

Skinny, fat or 'bucket'?: Dove's body-shaped bottle ad backfires

"I have arms", she joked.

The ways that we talk about women's body shapes have always seemed created to dodge the actual reality of bodies. Not sure how this works", one Twitter user wrote.

By all means, contemplate your body in the shower.

Some criticised that the bottles don't really represent women's body types and instead encourage them to be defined exclusively by their bodies.

- A.S. Paul (@aspaul) May 8, 2017I look forward to Dove selling empty bottles as part of a promotional program called "But Aren't You Beautiful ALREADY?" In the meantime, our standard Dove body wash is working just fine!

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