Dove now makes a body wash bottle for every shape — which is meant to be empowering

More than a decade ago, Dove — makers of grocery store-bought beauty products — launched the “Dove Campaign for Real Beauty,” a global marketing crusade created to remind the world that the only women who look like Victoria’s Secret models are Victoria’s Secret models (and even then, it’s usually with a little help — sorry, guys).

Over the years, the company has regularly been lauded for its efforts to question our society’s severe and pretty much unattainable beauty standards. While they’ve assembled a valiant collection of viral videos and other headline-grabbing promotions, it seems as if Dove might finally be running out of ideas. The company’s newest endeavor, which it launched in the UK, is a lineup of “Real Beauty Bottles,” a body wash collection where you’re supposed to pick the bottle shape that best matches your own.

The brainchild of advertising agency Ogilvy London, Fast Company writes that the point of the bottles is “to illustrate the power of body diversity — ranging from curvy to tall, petite to slim.” The company itself, of course, had even more to say about its trying-painfully-hard-to-be-clever approach to packaging in a statement:

“Each bottle evokes the shapes, sizes, curves, and edges that combine to make every woman their very own limited edition. They’re one of a kind — just like you. But sometimes we all need reminding of that. Recent research from the Dove Global Beauty and Confidence Report revealed that one in two women feels social media puts pressure on them to look a certain way. Thankfully, many women are fighting with us to spread beauty confidence.”

While the intended message is admirable, the final execution of the bottles — which range from short and fat to tall and skinny (and all of them stark white) — is, well, a bit of a mess.

Frankly, the last place I want or need to be reminded to embrace my “one-of-a-kind” body type is when I’m wet and naked in a steaming hot shower, and furiously trying to flush away the dollop of shampoo that’s burning a hole in my eyeball. Even more infuriating would be having to reach for an oddly shaped, and likely slippery, bottle of body wash that challenges the very foundation of ergonomic design with every awkward curve.

Nope, I’ll just wait until it’s time to decide whether I want to eat a pizza or go to the gym to remind myself that Dove loves me, just as I am.

[Fast Company]

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