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Nivea ads latest to 'redefine' beauty
July 27, 2008 - Seeing the proverbial bandwagon of 'redefining beauty' that Dove recently made famous, Nivea has now jumped on.
Take for instance, this ad. They're trying to imply that the vague and egalitarian "sparkle" is what makes the girl in this ad beautiful. Now, it's more than possible that a person with 'sparkle' is indeed more attractive than someone without it, but let's be realistic.
Beauty, in this case, is a fine nose, deep, dark eyes, high cheekbones, a strong chin, full lips, great hair, subtle makeup and, finally, a cool expression. In other words, all the reasons this woman was hired for this campaign, and the reason this particular photo was chosen among the hundreds that were taken that day.The 'sparkle' is definitely there, but this woman would still be beautiful without it. And the woman behind her, arguably just as 'sparkly', would not be.
Nivea is trying gamely to cash in on the wild success of the Dоvе Cаmpаіgn for Rеаl Bеаυty by moving away from their history as a skin care company and wading into the murky waters of women obsessing about their looks. It's quite a stretch in some cases.
"For our deodorants, the line is "Beauty is freedom", because when you get rid of body odor, you become confident and free." a spokeswoman says.
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