Last month I needed a well-deserved break from the busy college life, so I got my hair highlighted and cut. I felt so much better afterwards. I needed it. (The small salon in Ravenna even serves coffee while you wait for your hair to dry. Real customer service does exist!)
Getting my hair cut was an innocent treat to myself, but why did I feel the need to change my physical appearance to feel better about myself?
Good question with no simple answer. However, this behavior is common in young women my age–and marketers are banking on it. An article on emarketer.com illustrates these trends:
While cultural differences abound, the pressure to look good is felt worldwide, said Shuchi Sethi, vice president of Nielsen Customized Research, in a statement… It seems the older you get the less you spend, as teens and consumers in their 20s spend more in this category.
Nearly two-thirds of US consumers said they spend money on personal grooming because it makes them feel better about themselves, according to the article.
PR gets a makeover
One big brand is paddling against this current trend of perfect beauty. This week, Dove launched another viral video, Onslaught, for its already successful Real Beauty campaign.
Spoiler: The video depicts a young girl being exposed to images of distorted beauty and shares a message for parents to talk to their children about beauty before the advertising does.
A quick pick-me-up…pick Dove
Some are skeptical about the true motives behind the Real Beauty campaign. Well of course Dove wants to sell more product, but what’s the harm in delivering a good message with it.
So, the next time I need a self-esteem booster, I may just reach for the Dove–Dove 
Chocolate that is. It’s less expensive than a hair cut, and they still make me feel better about the day. My favorite Dove Chocolate quote:
You know what, you look good in red.
Those little chocolates may be a marketing ploy, but it’s a darn good tasting one.
Dove shopuld be commended in what they are doing to change the “Twiggy” image of advertising. Baby Boomer women got a raw deal about society’s perception on what a beautiful women should look like. They made a bold move putting the older, shapely women on their billboard unfortunately it is 30 years too late for us. For my daughter’s sake I am glad to see the change in PR and advertising.
I am going to have to agree with the author of this article when saying we need to grab the Dove chocolate!!! I can’t wait until the MAJORITY of society uses their head in realizing beauty is found within in someone and not on the outside! Instead of wasting their money on the over-priced beauty products, they could find their beauty by doing something like “pay it forward” program. There is no better feeling than helping someone out who needs it. It boosts one’s self-confidence and self-worth in a milli-second. Way better – any day of the week!!