How we define women as beautiful will always be a tricky subject. In our society, pressure from advertisements and the media have contorted the way in which people have judged beauty for decades. There is a stereotype that women feel pressure to fit into to be defined as “beautiful,” such as being skinny, having good hair, having clear skin, having pretty eyes, the list goes on. This is one of the main points talked about in Sexism and Sexuality in Advertising “Everywhere we turn, advertisements tell us what it means to be desirable…. For a woman, the messages all share a common theme: She must be “beautiful””(Jacobsen and Mazur 2). Women have consequently felt lower self-esteem and self-degradation because of how impractical these ideas are. No matter how many beauty products women use, there is never a guarantee that women are going to have a higher self esteem or more confidence.
Dove, created a beauty marketing campaign in 2013 to empower women about their appearance. Dove is a company that produces cosmetics, all primarily geared towards women.
On the Dove company website this is how they introduce the ad “The problem is, we 're so bombarded by unattainable standards of beauty – in magazines, TV, adverts, on social media – that we undervalue the true beauty in ourselves. More than half of women globally agree that when it comes to how they look, they’re their own worst critic. Our perception of ourselves is far less positive than it should be. And since we…