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In some ways, we like Onslaught - the evolution of the Campaign for Real Beauty - better than the original. By graphically showing us the effect of glamorized representations of beauty on young girls, Dove and the Campaign for Real Beauty get to the heart of the problem with the beauty industry today - that it is based on a rejection of one’s one body and an acceptance of unrealistic standards as the beauty ideal. The results are well-documented, from low self-esteem to anorexia and bulimia. This issue has gained momentum in the time since the original Campaign for Real Beauty was launched as fashion runways in Spain and other countries have banned models who are unhealthily thin.
Dove does a very good job of stepping back to the front of the line with the Onslaught viral video. This U.K. viral execution of Onslaught is most likely being used to test the waters for a larger global launch of the new campaign. It fits perfectly with the original branding strategy behind the Campaign for Real Beauty and will help Dove continue to solidify its hold on the moral center of the cultural debate over beauty standards. |
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