Dove has carved out a niche for itself in the advertising world for feel-good ad campaigns featuring "real" women. The latest in the series? "Love Your Curls," a three minute spot featuring little girls talking about how much they hate their curly hair.
It is, of course, a fair point to make: Many girls with naturally curly hair are made to feel that straight and bouncy hair is the standard of beauty, and, for them, it's only achievable with a professional hairstylist and lots of product.
Still, it's starting to feel more like Dove cares more about paying lip service to garner customer goodwill than it cares about actually changing these standards (which, as a major brand, they are in a good position to try and do). The video culminates in a pretty cheesy surprise jam session with older women who have curly hair telling the little girls how much they love their curly hair. That's nice, but what difference does that really make?
When asked about the racial issue tied to natural hair, VP of marketing for haircare at Unilever Rob Candelino told AdWeek that the campaign "was crafted with an emphasis on encouraging all women to embrace their individual curl type and texture, regardless of race or ethnicity."
Ultimately, Dove can create as many feel-good videos as they want, but until it feels genuine, many will continue to roll their eyes.