Dove continues to #StopTheBeautyTest | Promoting

Dove has launched a movie as a part of its ongoing #StopTheBeautyTest marketing campaign. Conceptualised by Ogilvy, the movie showcases how younger women proceed to be pressured and groomed to the requirements of a male-dominant society. 

The movie options younger school-going women, who’re conditioned to desert their true selves, to please the likes of others. It begins with a mom forcefully making use of haldi to her daughter’s face whereas she’s finding out, in hopes to reinforce her appears to be like. Different cases present a lady whose curly hair is being straightened, whereas a lady with pimples is requested to cover her face together with her hair. In one other scene, a instructor is seen eradicating the spectacles off a lady, to make her look extra presentable on their annual day. 

In the direction of the tip of the movie, the woman places on her spectacles and continues with the efficiency, whereas the instructor stares at her in disbelief. The voice-over then explains how most women are requested to prioritise their look over their schooling, solely to discover a man.