Dove's campaign for Real Beauty features women with imperfect bodies modelling in advertisements for skin and hair care products.The nature of the social comparison that occurs when a consumer uses these marketing images as a benchmark is likely different than the social comparison that occurs when a consumer sees advertisements for other skin and hair care products.

Question

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Dove's campaign for Real Beauty challenges traditional beauty standards and celebrates diversity in body types. As a result, consumers may be less likely to engage in negative social comparisons when viewing these advertisements as they feature real women with more diverse body types. On the other hand, advertisements for other skin and hair care products may feature models with traditionally "perfect" or unrealistic body types, leading to negative social comparisons for some consumers.

Dove's Campaign for Real Beauty Features Women with Imperfect Bodies