RIYADH, 3 May 2007 — In an apparent support of the old proverb “beauty is in the eye of the beholder,” and amid multifarious interpretations of what is beautiful, Dove has embarked again on a program to change the current perceptions of beauty and offer in its place a broader, healthier and more democratic view of beauty.
Following the success of its “Campaign for Real Beauty” launched in 2004, Dove, in the second phase of the campaign in 2007, has conducted a series of roadshows in colleges and shopping malls across Saudi Arabia asking women what they think about real beauty. Moreover, the campaign offered a unique opportunity that called on females to write about women they find beautiful in their life and the reasons why they see a different kind of “real beauty.” The writer who would come up with the best piece will win a luxury spa treatment for two at Luthan Health Spa in Riyadh.
According to a global report in 10 countries conducted by Dove, Arab women are intimidated by media perceptions of beauty.
However, 69 percent of Saudi women say that they feel bad about themselves — whether it is related to their looks or weight. Sixty four percent of Arab women are threatened to feel attractive amid the beauty ideals portrayed in the media, fashion catwalks and entertainment industries.
The study also found that 46 percent of young Arab girls, ages ranging from 15 to 17 years, wished they would see more girls and women in the media that looked like them.
In a “debate” on the issue, both sexes hurled accusations against each other and even led to the necessity of “lecturing men” on the understanding of beauty.
“Beauty is the ultimate measure for marriage in most counties of the Arab world, We’am Ashgar, a Saudi dietitian, said, noting that “beauty remains the obsession for most of the women” especially after pregnancy or once they get older.
Sarah Baker, a fashion designer in the Kingdom, said “in the past, a plump woman would be a sign of beauty, but nowadays this perception has changed. The general atmosphere of an ideal figure in the fashion industry is a tall and skinny woman.”
She added that “due to the unhealthy eating habits and lack of exercise, a large percentage of our population are overweight, therefore, (they) tend to have low self esteem.”
Monica Sanz, account manager of Buchanan, said “this campaign doesn’t call women to neglect their appearance, it aims to help women change the way they perceive their bodies and encourage them to feel beautiful every day.”
