Fair and ‘Dove’ly and the Asli ‘MARD’: More Harm than Good?

A post by Mrinalini Shinde on misguided feminism in recent popular culture…

The Intervening Female

In an earlier campaign by Dove, they released a Photoshop plug-in which would make edited photos revert to the original natural images, in cases where skin colouring, and slimming effects were used. I thought the earlier campaign was an interesting idea; exposing the reality of the images of cloned physical beauty of the CGI that occupies media; an idea executed in a unique, quirky manner. The message was clear, Dove was trying to distinguish itself from other brands in the cosmetics industry , as having a conscience for  appreciating real,and believable beauty. However, soon enough, if their campaign is anything to go by, Dove too at the end of the day, is another vendor in the billion dollar ‘beauty’ industry. If you’ve been on Youtube recently, you must have come across the Dove ‘Real Beauty Sketches‘ advertisement. Many of my female friends were sharing the video enthusiastically; the theme…

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