Posted by: isaaph | November 8, 2006

An article about Dove’s Campaign for Real Beauty (Philippines)

WHEN the Dove Campaign for Real Beauty advertisements first came out last year, they were greeted with skepticism.

“Dapat ginandahan nila yung mga models,” a girl beside me on the MRT sniffed as we passed by the giant Guadalupe billboard. “Eh mas maganda pa ako sa mga ’yan.”

Her friend agreed, rolling her eyes. “Parang hindi inayusan eh, parang walang makeup.”

Despite the initial resistance, the campaign succeeded in driving its point home. According to Dondi Gomez, category director of Deodorants and Skincare of Unilever Philippines, “At the start of the campaign, our survey said only five percent of Filipino women felt they were beautiful. Now, 15 percent of Filipinas feel they are beautiful. Obviously, that’s not enough—because of all the influences from other countries and cultures, the Filipina forgot her roots, forgot her own beauty.”

“Girls as young as 7 are subjected to name-calling and develop a negative self-image that they carry into adulthood,” said Malyn Cristobal, a family therapist. “Names and labels leave an indelible mark on a woman’s self-image.”

Because of this, the people at Dove decided to create a website dedicated to celebrating real beauty. At the website launch held recently at New World Renaissance Hotel, women of all shapes and sizes shared their childhood stories with guests, and how their body types didn’t stop them from succeeding in their respective fields.

Read the entire article here

I’m a bit skeptical about what Dove is seeming to imply,  that the 15% increase in beauty awareness  is solely because of their campaign. More-so, I am skeptical about that percentage. I think only 10% of Filipinas feel beautiful.



  1. I remember when this campaign was launched over here in the UK. It’s commercialism, sure. There’s more big women than thin women, after all… It was only a matter of time till a marketing guru figured that one out.

    But, if it does make even a few people feel better about themselves, then things are still better than they were before. If somsone does a positive thing for less than ideal reasons, it’s not the ideal, but it’s still a positive thing, and it’s somewhere to start

    I think it’s something to see good in, but we shouldn’t be blind to the flip side… The commercialization that lies behind it. At the end of the day, beauty is still being commercialized, even if it’s a more inclusive definition of beauty.

  2. Alot of women feels ugly and insecure to other women which are more pretty than them. Don’t they just think they’re special like anyone elses. I’m 12 y/o and fat but no one’s stopping me to outshine.I don’t feel insecurities with other girls and its not just about looks its about being contented whoever you are. Wish you luck!

  3. When I first saw your comercial in the tv,I said I’ll support this campaign. Everyday I tell my classmates who feel ugly thet they’re unique.

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