Co.Create

Forensic Artist Proves Women Literally Don't Know Their Own Beauty

A new addition to Dove’s "Real Beauty" campaign asks a forensic artist to draw two sketches of women—one based on their own description and one from a stranger—with shocking results.

Beauty is said to be in the eye of the beholder. Studies have shown, though, that when the beauty in question is a woman’s own, and the beholder’s eye is theirs as well, only 4% of women around the world consider themselves beautiful. Dove has long been working toward shifting that paradigm with the alternately lauded and derided "Real Beauty" campaign. The brand’s latest effort at changing self-perception attempts to do so through eyewitness testimony.

Recently, Dove hired former police forensic artist Gil Zamora to illustrate some psychologically revealing sketches. In a campaign created by Ogilvy Brazil, a series of women described themselves to Zamora in minute detail, from behind a curtain. The artist in turn created composites as though trying to identify a criminal. Next, each participant was asked to describe another woman present. The results are dramatic and sort of moving.

Viewing the two sketches side by side—one based on self-description, one from a friendly stranger—it’s clear how unflattering the women’s own self-assessments are. Everything from face shape to nose size looks like a grotesquerie according to each woman’s own word—a wild deviation from the corresponding descriptions of strangers. Perhaps being confronted with objective evidence of their own attractiveness will propel these women to not be as hard on themselves.

Watch a short video about the campaign below, and look through more sketches in the slide show above.

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8 Comments

  • G!!!

    They should do a followup to this experiment. Women being described by guys (& vice versa) before and after a few drinks. I wanna understand the power of "beer goggles" 

  • eeko studio

    I would be interested to actually see the women and whether their description or the stranger's is more accurate. Not that I think one image looks better than the other, just that it would be interesting to see if a stranger's description is an honest depiction.

  • AndreaDickerson

    Dove has once again found a great avenue to reach their consumers... empower them to self reflect and appreciate their inner beauty.  Another engaging campaign, personalized in a way that impacts its core audience.  Well Done.

  • kristen silva

    If the woman really does look like the sketch on the left, should she feel less beautiful? 

  • Max Christian Hansen

    Fascinating. I remember a trip to Costa Rica where I met a woman who did watercolors, among them quite a few self-portraits. She was middle-aged, and there was nothing glam about her, but she had a real, earthy, soulful beauty. Yet that beauty was absent from her self-portraits. It was rather sad. I wanted to tell her my perception, but I never felt I'd found the right way to do it, so I stayed silent.