Dove believes that beauty should be a source of confidence and not anxiety. To that end, the #StopTheBeautyTest campaign has, over the years, challenged beauty biases faced by women, particularly within the context of arranged marriages.
Mothermonials: Rewriting matrimonials free of beauty biases
The recently launched #TheBeautyTestStopsWithMe campaign builds on a poignant yet sharp insight that brides are solely described based on their height, weight and colour in the biodatas or matrimonial ads. With the recent campaign, Dove aims to redefine matrimonials by changing them to 'mothermonials'.
The aim of mothermonials is to narrate a daughter's personality, preferences, achievements and ambitions - challenging the excessive emphasis on external appearances. By doing so, the idea is to have a more positive experience of finding a life partner.
As part of this initiative, Dove has released four films, born from heartfelt conversations with Ms Subhashini, Ms Sudarshana, Ms Ritu and Ms Monica - four mothers from across the nation - highlighting the pervasive nature of beauty biases in arranged marriages.
Dove, is also enabling moms and daughters to write customised mothermonials by harnessing artificial intelligence through an AI-generated platform, www.mothermonials.com, which will also enable prospective grooms to connect with brides based on education, hobbies, and quirks rather than height, weight, and colour.
To amplify the dialogue and spark a conversation amongst young daughters on social media, Dove has also introduced a distinctive Instagram filter. Through this filter, Dove empowers daughters to change their answers to appearance-based inquiries.
The brand has also partnered with noteworthy voices like Twinkle Khanna, Sania Mirza, Faye Dsouza, and Tahira Kashyap, who support the cause and use their platforms to advocate change and inspire action.
Dove is on a mission to ensure that the next generation grows up with body confidence, self-esteem, and a positive relationship with how they look. Through these campaigns, Dove has urged and provoked the country to stop the beauty test for two years. In 2024 we will continue to build on our efforts by encouraging mothers to lead the change and daughters to challenge the format of biodata that is the perpetrator of beauty-based biases. We aim to revolutionise traditional matrimonials into empowering 'mothermonials' that inspire society to see daughters beyond stereotypes. Through this campaign and the Dove Self Esteem Project, Dove is committed to taking tangible actions that help address biases and inspire body confidence amongst young girls and women.
Harman Dhillon, Executive Director, Beauty & Well-Being