- Gynecologist explains why garlic shouldn’t go in vaginas Wednesday 7:08 PM
- People on Twitter are posting the 5 weirdest jobs they’ve had for this meme Wednesday 6:48 PM
- Mortal Kombat 11’s Jax ends slavery—and gamers are pissed Wednesday 5:46 PM
- GPS app gave hacker ability to remotely shut off car engines Wednesday 3:58 PM
- Scott Walker wore jeans for sexual assault awareness, and Twitter is reminding him of his misogynist past Wednesday 3:24 PM
- Hacked Lime scooters make sexual comments to riders Wednesday 3:03 PM
- ‘Bonding’ squanders its potential with weak jokes and limp structure Wednesday 2:49 PM
- The safest place for ‘Game of Thrones’ memes is in the crypts Wednesday 2:23 PM
- Report: Fortnite developer Epic Games is working employees into the ground Wednesday 1:57 PM
- Damian Lillard’s game-winning 3-pointer inspired a plethora of memes Wednesday 12:17 PM
- Gamers are blaming socialism for making the women in Mortal Kombat ‘ugly’ Wednesday 11:36 AM
- Nickelodeon is selling SpongeBob toys based on popular memes Wednesday 11:25 AM
- Alex Jones protests outside the White House by shouting the name of his website Wednesday 11:13 AM
- ‘I Think You Should Leave with Tim Robinson’ has an absurd conclusion for every scenario Wednesday 10:52 AM
- Twitch star TF Blade banned for racial slur—but he swears he didn’t say it Wednesday 10:43 AM
Dove’s new body-type bottles are getting dunked on by feminist memes
Beauty comes in all shapes and sizes—and so do dank memes about Dove.
The marketing geniuses behind Dove’s “Real Women, Real Beauty” campaign have extended their theme of making all their customers feel beautiful to their packaging designs, dropping a series of body wash bottles in various shapes meant to represent diverse body types. As you might expect, “Real Beauty Bottles” is backfiring pretty hard.
The campaign is ostensibly meant to unify and support women, so dividing customers into a handful of body types isn’t exactly going over well:
— Julie Daniel (@thejuliedaniel) May 8, 2017
— Jodi Beggs (@jodiecongirl) May 8, 2017
The only thing redeeming the campaign is the potential it creates for some very dank social criticism in the form of—what else?—memes on Twitter. Many of them are by women who feel irritated and patronized by Dove’s over-the-top marketing efforts. Some are by dudes who spotted an opportunity for comedy and jumped on the bandwagon because, well, dudes just can’t help themselves.
— Katy Bowman (@IngaBluth) May 8, 2017
thanks Dove but I already have a body wash that matches my natural curves 🙂 pic.twitter.com/IIkKAn0LjQ
— Tim Federle (@TimFederle) May 8, 2017
dove matches it's new body wash bottles to your body type. pic.twitter.com/vdpT2L3ybV
— luka (@lukavino) May 8, 2017
I think this dove body wash is more my body type. pic.twitter.com/ps0kjICFS3
— Jess hurdlow (@blend_jess) May 8, 2017
This is the ideal shampoo bottle @Dove
You may not like it, but this is what peak performance looks like. pic.twitter.com/0J2CSVvLDa
— Timothy Davis (@TimInTheIce) May 8, 2017
— chekov's mankrik (@vrunt) May 8, 2017
when is dove releasing a bottle for my body type pic.twitter.com/sfPojDQ3m9
— mostly not willman (@willmanduffy) May 8, 2017
why u do this dove pic.twitter.com/9NxQWcVLGm
— darth:™ (@darth) May 8, 2017
which dove bottle slash hercules cartoon muse are you!!! pic.twitter.com/FwSWzoGzuR
— Rebecca Caplan (@RabbiReba) May 8, 2017
One overarching theme of these gags is that normalizing seven body types isn’t that much better than normalizing one. What if you’re more of an Edward Scissorhands or a Mrs. Butterworth? Does Dove not want your business? Yes, these are funny jokes, but there’s truth to them: In an attempt to embrace all customers, the company has made many feel dehumanized.
Much like “real beauty comes in all shapes and sizes,” so does the criticism of Dove. Some women haven’t forgiven the company for the condescension of its previous campaigns:
Unless they're made of the flesh and bones of the women who failed to surrender to the demands to smile more of the last Dove campaign, pass https://t.co/RqblaJ6S6g
— Alana Massey (@AlanaMassey) May 8, 2017
Others point out that, in our fun, corporatist society, there’s basically no means of consumption that benefits women anyway, so please stop trying to co-opt feminism for capitalist gain:
— Kelly (@kclimatechang) May 8, 2017
Weird. It’s like women are individuals with a multiplicity of ideas, and not just bodies that can be divided into a set of general shapes.
Jay Hathaway is a former senior writer who specialized in internet memes and weird online culture. He previously served as the Daily Dot’s news editor, was a staff writer at Gawker, and edited the classic websites Urlesque and Download Squad. His work has also appeared on nymag.com, suicidegirls.com, and the Morning News.