July 1, 2016

Branding Trend: A Fresh Take on Body Positivity

Confident girl outsideConfidence can make a person instantly attractive. And for years, brands have made no secret of building marketing campaigns around (and capitalizing off of) this idea of unshakable self acceptance, no matter who you are or what you look like. Lately, we’ve noticed a slew of companies taking on this concept from their own unique perspectives. The results range from inspiring to surprising, to flat out ridiculous. Here are some of our recent favorites.

Dove: #MyBeautyMySay

The brand that spurred on the “Real Beauty” movement back in 2004 has just upped the ante on itself. Dove has created a new series of video and social content that promotes “beauty on your own terms,” a message of not only being comfortable with one’s body size, but also one’s style, shape, personality and everything in between. The campaign puts the spotlight on women who are plus-size, Baby Boomers, gender non-conformists and so much more. And audiences are taking notice. A video featuring professional boxer Heather Hardy garnered 1 million views, in just two days.

JCPenney: #HereIAm

To promote its new plus-size lifestyle brand, Boutique+, JCPenney released a powerful 3-minute advertisement and hashtag that featured five women—a best-selling author, a Project Runway-winner, a singer-songwriter, a fashion blogger and a yogi—and fearlessly took back the F-word: fat. The ad’s message empowers women to go after what they want, no matter what, and has attracted 1.3 million YouTube views in one week.

Bergedorfer: Brewed with Love

Moving from the sublime to the ridiculous, German beer distributor Bergedorfer has released its own unconventional take on body positivity through a line of only mildly disturbing advertisements that depict a series of men lovingly clutching their beer bellies. The photos are more than a little reminiscent of Demi Moore’s iconic Vanity Fair cover from the 90’s, and they serve as an eye-opening reminder that self love can come in a number of shapes, sizes and, um, bottles.