Most people are familiar with Dove’s “Real Beauty” campaign, which purports to feature “real women” celebrating a myriad of body types with the hopes of showing actual real women — also known as “the consumer” — that Dove loves them just the way they are. The casting call that Dove posted to Craigslist, however, presents a slightly different message.
While the posting makes it clear that Dove is looking for non-professionals (ABSOLUTELY NO ACTRESSES / MODELS OR REALITY SHOW PARTICIPANTS or ANY ONE CARRYING A HEADSHOT!!!!), the requirements they list are surprisingly strict.
DOVE “REAL WOMEN” PRINT CASTING JUNE 28-30, 2010 in NYC
ABSOLUTELY NO ACTRESSES / MODELS OR REALITY SHOW PARTICIPANTS or ANY ONE CARRYING A HEADSHOT!!!!
REAL WOMEN ONLY!
LOOKING FOR 3-4 REAL WOMEN for a DOVE PRINT CAMPAIGN!
AGES 35-45, CAUCASIAN, HISPANIC, AFRICAN AMERICAN, & ASIAN!
SHOOT: SUNDAY, JULY 18 in NYC! MUST BE AVAILABLE FOR THE SHOOT!
RATE: $500 for Shoot date & if selected for Ad Campaign (running 2011) you will be paid $4000!
USAGE: 3 years unlimited print & web usage in N. America Only
YOU WILL BE PHOTOGRAPHED FOR THE CAMPAIGN IN A TOWEL!
BEAUTIFUL ARMS AND LEGS AND FACE WILL BE SHOWN!
MUST HAVE FLAWLESS SKIN, NO TATTOOS OR SCARS!
Well groomed and clean…Nice Bodies..NATURALLY, FIT Not too Curvy Not too Athletic.
Great Sparkling Personalities. Beautiful Smiles! A DOVE GIRL!!!
STYLISH AND COOL!
Beautiful HAIR & SKIN is a MUST!!!
PLEASE SUBMIT SNAPSHOTS of FACE & BODY ASAP & WE WILL CALL YOU IN FOR A CASTING NEXT WEEK 6/28-6/30 in NYC!
Flawless skin, beautiful hair, no tattoos, and no scars makes for a fairly narrow definition of beauty — one that most people I know wouldn’t fit into. I’ve got scars, a tattoo, hair with decidedly split ends, and yes — gasp! — the occasional pimple. I guess I’m not “real” enough for Dove.
More importantly, despite asking for a wide range of races, Dove requests “Nice Bodies” which are “NATURALLY, FIT Not too Curvy [and] Not too Athletic.” Also, we’re curious about the no tattoo thing. A past ad, which The Cut used to illustrate their coverage of the story, features an African American model with a prominent tattoo on her thigh.
Screenshot of the ad below (Click to enlarge):