A beauty company is finally listening to it's customers- women. Tired of being bombarded by stick-skinny models, women have spoken out in a survey in which "Dove found 83% of women were concerned that models in beauty adverts did not actually use the products they were promoting.
Over half wanted more curvy women in adverts and 56% said they felt better about themselves when they saw adverts featuring women with figures similar to their own."
This new ad campaign, which breaks today in London, features billboards showing a curvaceous woman in white underwear and the line: "New Dove Firming. As tested on real curves."
Dove's new ad campaign for Dove Firming moisturiser was "designed to celebrate real women and boost their body confidence."
Women of different shapes and sizes are pictured in their underwear for the Dove Firming advertising - and the company says the images have not been retouched in any way.
Psychologist Dr Linda Papadopolous, an expert in women's body attitudes, said: "Women are constantly bombarded with images of often unrealistic and unattainable perfection. When the girl in the mirror doesn't look like the girl in the magazine or on the TV, it's not surprising that women's self esteem can be affected.
"It's great that companies like Dove are starting to listen to real women's concerns and talking to them about feeling good rather than performing miracles or selling the beauty myth."
It's about time for a campaign like this, and on this large of a scale, after decades of women being shown unrealistic airbrushed images of women. It's great that a company, especially a beauty company, is finally listening to their customers.