For the past three years, Dove has been running a campaign in India called #StopTheBeautyTest, challenging the beauty standards women face. This year, Dove shifted the focus to #TheBeautyTestStopsWithMe, aiming to redefine matrimonial ads into ‘Mothermonials.’ We have all seen how absurdly sexist these ads can get, listing “qualities” a bride must possess. They usually read like a shopping list, wanting someone who is not too feminist but super compassionate. The compassion of being a childcare expert and, of course, a culinary genius, and the list goes on. Let us examine some of Dove’s campaigns and whether they are just a buzz.
Dove’s campaigns: The Mothermonials initiative
The new ‘mothermonials’ initiative aims to change how daughters are described in these matrimonial biodatas. It moves away from superficial details like height, weight, and skin colour. While the campaign’s idea to inspire society to see daughters beyond stereotypes is good in theory, is the brand really making any difference? Can these influencer ads, featuring models or actresses with flawless skin that is airbrushed for extra perfection, genuinely inspire body confidence in young girls and women?
Why do these Dove campaigns always centre around marriage? Even in the 2022 edition of the campaign, the main focus was on how 2 out of 3 women are rejected in arranged marriages because of their looks. Are women’s issues really only about marriage? Is this campaign really moving forward, or is it just pretending to be progressive while still holding onto old beliefs? It is time to address a broader range of challenges that women face beyond just the marriage market.
The irony in celebrity endorsements
Twinkle Khanna, the Indian author and former Bollywood actress, has teamed up with Dove India for the #TheBeautyTestStopsWithMe campaign. In the campaign video, she mentions how grateful she is that her parents never put up a matrimonial ad for her. However, marriage in Bollywood is far from an ordinary experience. It is because of the glamour and paparazzi attention that it seems worlds apart from the typical life. So, having Twinkle Khanna as a “relatability” icon for women facing sexist matrimonial ads might not be the best choice.
Sure, she’s a mother to a daughter. But with her privileged background and elite education, can her views really connect with someone from a completely different life? The presence of a celebrity might attract attention, but it doesn’t guarantee that the message will be genuinely authentic or relatable to everyday people.
It is a no-brainer that a mother from showbiz will definitely want the best for her daughter, and unsurprisingly, that includes meeting the very beauty standards society has set. We live in a vicious cycle where we try to break free from these standards but end up falling for beauty brands that profit from women’s insecurities and market products promising the very ideals society has set as superior.
Dove’s campaigns on breaking stereotypes: Great idea, but why leave out fathers and sons?
The main idea behind “Mothermonials” is for mothers to create biodata for their daughters from a mother’s point of view. This approach is based on the idea that most mothers—if not all—do not see their children as items to be sold off in the marriage market. Instead, they view their daughters as individuals with unique qualities and worth rather than just commodities.
But why limit this to just mothers? Why not include fathers as well? Especially given that many fathers still hold patriarchal views, involving them could initiate change from the root level.
Yes, a mother often knows what is best for her child. However, why do we always expect mothers to be aware of every tiny detail, as if it is solely their responsibility? It is unfair to place this expectation on mothers alone. Both parents should share the duty of understanding and supporting their child.
The campaign also misses the groom’s side. Grooms might not face as much pressure as brides, but they still have to meet certain standards. Why not give sons a “mothermonial”, too? It is only fair to highlight their qualities and individual traits, just like we do for daughters. After all, if we are going to focus on breaking stereotypes, let us include everyone.
Dove’s campaigns: Empowering or short-lived buzz?
Dove is one of the big brands under Hindustan Unilever, the same company that used to sell Fair & Lovely, now called Glow & Lovely. While Dove promotes body positivity, Glow & Lovely still pushes products that claim to lighten skin. Despite the name change, Glow & Lovely still promises a “brighter” and “glowing” look, which feels like just repackaging the old message.
It is ironic that a company that supports self-love also pushes products suggesting women need to change their skin colour to be beautiful. How can a company claim to promote inclusivity while still selling skin-lightening creams?
Back in 2021, Dove partnered with the leading Indian matrimonial site, Shaadi.com, encouraging users to look beyond body type, complexion, scars, and hair length. Has that partnership had any positive long-term impact? In 2024, have we seen any fundamental changes in matrimonial ads compared to 2021? Probably not. The only significant shift might be that the ads now proudly feature “non-feminist” in the biodata. It’s a sad reality that these empowering campaigns often become just a short-lived buzz with no lasting impact.
The final thoughts
Brands often want to show they are inclusive and relate better to consumers by featuring ordinary people instead of just models and actresses. But they still pick people who fit society’s idea of “good looking.” So, while they claim to be more relatable, in reality, they are just maintaining the same beauty standards while marketing their products as the secret to achieving that ideal look.
These days, every brand wants to look inclusive and diverse, not necessarily because they believe it is the right thing to do but because it is good for their image. What we really need is to recognise and embrace what makes each person unique without putting any labels, judgments, categories or tags.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content, which we define broadly to include media, policies, law, and history—encompassing all elements that influence the lives of women and gender-queer individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
