In entirely unrelated news, "dabudabu" is a kiddie word for "bath"

Dove's Real Beauty campaign has come to Japan. Since half the women featured have Korean-sounding names I correctly deduced that it has hit Korea, too (although I should warn you that Dove's Korean homepage was apparently designed primarily for the purpose of destroying malicious robots by shocking their visual receptors beyond endurance.)

In America, Dove used this campaign to sell firming cream, the message being "It's OK to have curves, as long as they're smooth. Sisters are doin' it for themselves, thanks to Dove: friend of women!" In Japan, they didn't bother with the pseudo-feminism: the message becomes "with the help of our cream, you won't feel the need to conceal your skin any more". (I'm not sure if it's the same cream or not -- it's called "lifting cream" here -- but I assume so.)

The subtle change in focus from "size" to "appearance of skin" intrigues me. I wish I knew enough about the Japanese cosmetics industry to comment on it properly. The obvious answer is that since statistically speaking the Japanese population is less overweight, appealing to fear of fatness is less effective. But in the real world I know plenty of normal-sized Japanese people who still worry about their weight, so I doubt that's it.

Update: While I'm at it, I may as well link to this commercial for Slim Beauty House which, if nothing else, has a novel value proposition: if you are beautifully slim, you will be able to gracefully duck and weave between clumsy drunkards at parties.

Popularity factor: 11


come out to the countryside, specifically countryside where there is snow on the ground for 2-3 months of the year, and you'll find where japan hides it fat people.



No way, man. I saw _Fargo_.


Oh yaa, you betcha.

Can anyone confirm whether the Dove's has the same effect on male nipples as banana puree?

Up, up, and awa-a-ay, my beautiful, my beautiful...


Talking about fatness + skin niceness always makes me think of Silence of the Lambs. Seems to me that in the US, Dove was admitting to the pragmatic strategy of trying to market ('if you're fat you can at least have nice skin') to less skinny people (the Potential Buffalo Bill Targets, if you will), and trying to ride said 'honesty' to some kind of beneficial controversy. I guess with mixed results, huh. Whereas in Japan, the having-to-admit-fatter-people-exist situation isn't so pressing and therefore they didn't bother. Might have an adverse effect, really, because fewer people would identify with the images, and maybe even make a this-cream-makes-you-fat association. Which would really be kinda hilarious.


That korean page is a crime against humanity.

Why do people and companies insist so much on using such shitty flash pages?


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OH MY GOD! Comment spam!

This thread has been raped! OH NO!


I was wondering where I could get my "PHD" in two weeks, giving undergrad a miss altogether... Thanks, Matt!

There was less controversy among feminists here about Dove marketing to "fat" people, as some comments have said (basically, normal-sized American women!), than the hypocrisy of it--the same company, Unilever, also sells Axe. The commercials for that are incredibly demeaning towards women. Personally, I couldn't reconcile in my mind these two things: women should be proud of and respect their bodies, and women are feeble-minded enough to become unhinged and sexually attack a man who is wearing a certain kind of deoderant.

Dove's Korean page is the most crashtastic thing I've had the displeasure of viewing lately.


Man, IDR, I don't even know what that first comment was supposed to mean. No! Don't explain it! It's better this way, I'm sure..

Zusty: Ah, that makes sense. I can much more easily imagine a marketing team saying "How can we make all those gross fatties think we're their friend?" than "How can we make women feel confident about themselves, as an altruistic gesture?"

Morgan: Act now, you owe it to your future. I haven't seen that Axe commercial, is it online somewhere?


Not the one I was thinking of, but here's one out of Mexico:http://youtube.com/watch?v=IchFYPaPCOs&search=axe

Another one, similar to the one I mentioned:http://youtube.com/watch?v=VE8h30Rg-Z4&search=axe

...I don't even know.


See, now,surely the fountain would wash that coin clean and render it ineffective.

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