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More Women Seeing And Accepting Concept Of Beauty Other Than Popular Image, Studies Show

August 7, 2014: 12:00 AM EST
Although cosmetics and personal care companies’ marketing campaigns are increasingly promoting images of beauty for the “everyday woman”, 56 percent of women 16–24 years old still believe the advertised look is impossible to achieve, according to Mintel’s Colour Cosmetics UK 2014 report. Data from the report, however, highlight some significant improvement from 10 years ago. In 2004, Unilever’s research revealed only 2 percent of women believed they were beautiful. This prompted its Dove brand to launch the Real Beauty campaign, which sought to “create a world where beauty is a source of confidence and not anxiety.” Dove’s marketing campaigns began featuring ordinary women who were unlike the market’s prevailing images of beauty. In 2006, the brand launched the Evolution ad, which highlighted how out of reach is society’s idea of beauty.
Roshida Khanom, "Kate Who? The Rise of the Everyday Woman", Mintel, August 07, 2014, © Mintel Group Ltd.
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