Who Needs an Extreme Makeover? ‘Not Us,’ Say Latinas

Who Needs an Extreme Makeover? ‘Not Us,’ Say Latinas

Latinas in America Are Satisfied with Their Looks


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GREENWICH, Ct.–(HISPANIC PR WIRE)–May 4, 2004–New research, released today by the Dove beauty brand, reveals that Latinas are frustrated with the gap that exists between their definition of beauty and society’s. The Dove Report: Challenging Beauty finds that over half (60 percent) of Hispanic women are happy with the way that they look. They are comfortable with their appearance and do not feel compelled to change their looks. These findings provide a thought-provoking contrast to America’s seeming obsession with makeovers and cosmetic procedures.

Aware of women’s struggle with their beauty, Dove commissioned a year-long, groundbreaking study to gain deeper insight into women’s true feelings about beauty and, in doing so, question myths about the quest for “perfect beauty.” In releasing these findings, the Dove beauty brand hopes to fuel societal discussion and give voice to women who are redefining beauty in their own terms.

“The Dove Report indicates that women’s perceptions of beauty have evolved from traditional ideals that were often simply unattainable,” said Dr. Ana Nogales, a Los Angeles based clinical psychologist. “These findings are especially encouraging as they demonstrate a shift in consciousness among Latinas who are discovering their own unique value and beauty.”

Women Are Redefining Beauty

The Dove Report discloses that women define beauty in terms that go beyond physical traits:

Seventy-five percent of women believe that beauty comes from a woman’s spirit and love of life, not from her looks; something Hispanic women have known all along.

Nearly three-quarters (70 percent) of Hispanic women agree that beauty can be achieved through attitude, spirit and attributes that have nothing to do with genetically inherited physical traits. In fact, many women feel most beautiful when engaged in activities that involve the world that surrounds them.

Forty-six percent said that they feel beautiful when they achieve success, help others (54 percent) or do something artistic (39 percent).

When asked when they feel the most beautiful, women share that spending time with their children (53 percent), someone thanking them for their help (50 percent), enjoying a hobby (39 percent) or simply dancing (35 percent) were moments that mattered.

Fifty-nine percent of women say that beauty “changes over time” because it directly correlates to experiences and life moments that create and promote feeling beautiful. When asked to rate various life values, women consistently rated relationships (love, marriage, friendship, spirituality) as most important and beauty (feeling attractive, feeling beautiful, dressing well, etc.) as least important.

The majority of Hispanic women (81 percent) report they feel most beautiful when they feel loved (compared to 75 percent African-American and 70 percent Caucasian women).

Look Like A Supermodel? No Thanks.

The Dove Report offers clear evidence of women’s frustration with the difference between how they view beauty and how it is typically portrayed. Women eschew stereotypical images and, as a result, have started to redefine beauty on their own terms.

Seventy-one percent of women said they wish the media and advertising could appreciate the different physical types of women as looking beautiful.

59 percent of Hispanic women say media and advertising set unrealistic standards of beauty that most women can’t ever achieve (compared to 59 percent African-American and 66 percent Caucasian women).

Fifty-one percent of women resent that media and advertisers place so much emphasis on beauty.

In findings that signal a movement against stereotypical depictions of beauty, The Dove Report makes widely known what many American women have been speaking about among themselves – they want to be valued for more than their looks. Being appreciated honored and respected for their character, accomplishments, intelligence and sense of self is what really makes them beautiful. The results are in: 79 percent of women said they wished a woman could be considered beautiful even if she is not physically perfect.

A New – True – Standard of Beauty

The Dove study reveals American women’s true “beauty secrets” – that beauty is multidimensional and Hispanic women want a view of beauty that is more encompassing than the narrow definition that exists. Only 31 percent feel that women’s beauty is evaluated according to reasonable standards in our society (compared to 38 percent African-American and 26 percent Caucasian women). In fact, Hispanic women agree most strongly with the statements that they can look beautiful at any age (61 percent) and that every woman has something about her that is beautiful (71 percent).

Dedicated to Women

As times change, so do women, their views about themselves and personal beauty. As a leading beauty brand, Dove continues its dedication to helping women feel more beautiful everyday. Dove believes in every woman’s personal beauty and recognizes that, as a beauty brand, its actions and words may have a direct impact on how women feel about themselves, their beauty and self-esteem. Dove is committed to providing women with products that give them superior care and make a positive impact on their personal beauty.

By releasing The Dove Report: Challenging Beauty, Dove celebrates each woman’s individual beauty and hopes to help broaden the narrow definition of beauty that prevails. Dove intends to use the findings from the Report to inform future research, development and marketing efforts.

About The Dove Report: Challenging Beauty

The Dove Report: Challenging Beauty uncovers and examines emerging beauty trends through a comprehensive look at the attitudinal and emotional triggers of 1,600 American women (including over-sampling to include Hispanic and African-American women) across a spectrum of demographics. The Dove Report: Challenging Beauty, commissioned by Unilever’s Dove brand and conducted by independent research firm The Downing Street Group under the guidance of the University of Michigan, is the most in-depth research study conducted on women’s attitudes about beauty. Taking nearly one year to design and field, the study was guided by an advisory panel that, in addition to Naomi Wolf, includes experts on beauty, psychology and women’s studies from the University of Michigan, the University of Pennsylvania and the media.

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CONTACT:

Edelman

Parris Bowe

212-704-8135

or

Unilever

Stacie Bright

203-625-1130

Who Needs an Extreme Makeover? ‘Not Us,’ Say Latinas