NEW YORK — As part of its Campaign for Real Beauty, Dove will continue to defy conventional advertising wisdom and show real women — curves, tattoos, scars and all — in its ads. The latest salvo in the Unilever brand's CFRB —...
NEW YORK — As part of its Campaign for Real Beauty, Dove will continue to defy conventional advertising wisdom and show real women — curves, tattoos, scars and all — in its ads. The latest salvo in the Unilever brand's CFRB — an effort Dove launched in the fall to challenge the current standards of attractiveness — is popping up on billboards around the country this week.
The ads, which introduce Dove's skin-firming lotions, feature a group of six women — of various shapes and sizes — confidently posing in their underwear. Tag lines drive the point home: "Let's face it, firming the thighs of a size 2 supermodel is no challenge" and "New Dove Firming. As tested on real curves." The images, photographed by Ian Rankin, have not been altered or retouched. To cast these Average Janes, Dove passed over model agencies and looked for women in other locations. For instance, talent scouts found one of the women serving coffee in a New York cafe.
By July 8, the billboards will have rolled out to eight major markets, namely Boston, Chicago, Washington, D.C., Dallas/Fort Worth, Los Angeles, Miami/Fort Lauderdale, New York and San Francisco.
The campaign, which includes print ads and extends online, follows a similar effort in the U.K. last year at this time. The British version, which was also photographed by Rankin and featured six scantily clad women — not models — sparked a media furor and ignited consumer chatter about beauty. Dove provided a forum for such debate when it launched its global CFRB in September.
The personal care brand — which blew past the $1 billion sales mark in the U.S. last year — prepped consumers for its bold, skin-baring visuals with television ads introducing its hand and body lotions range. The TV ads, which began airing in the spring, also show women wearing nothing but their undergarments. "It challenged the idea that only perfect skin is beautiful," said Philippe Harousseau, marketing director for Dove, U.S. "And it challenges women to love every inch of their skin."
Harousseau declined to comment on the impact CFRB has had on sales performance, but industry sources expect Dove's entire hand and body lotions line to reap $60 million to $70 million in first-year sales. Promising women perfection (with the help of a stunning model) may be the norm in beauty advertising, but Dove will continue to plow ahead with its efforts to shake things up. Harousseau said, "You should expect to see communication from Dove dismissing the notion that only the thin, blonde and young are beautiful."
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast