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Dove ad slams Japanese beauty ideals, backfires with complaints from public instead

“No more kawaii standards” draws backlash in Japan.

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Short, two-panel Japanese comic starring an awkward bird is way too relatable

When all you can do is stare and coo.

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Dove’s “Real Beauty” commercial a big hit in Japan

Sex, as the saying goes, sells. What exactly that means seems to be somewhat up to interpretation–we don’t think you’d want to buy a couch after watching a couple…um…”frolicking” on it–but it’s hard to deny that a bit of sexiness goes a long way in boosting sales. Even something as boring as shampoo can seem exciting when you film a young, perky model showering.

Of course, not everyone thinks that this is the best way to hock merchandise. Last year Dove earned a bit of respect from consumers with their “Real Beauty” campaign aimed at bolstering women’s self-images and emphasizing seeing the natural beauty we all have. Though the main commercial hit the shores of Japan last spring, it seems that it’s recently gotten a lot of attention over here. Click below to see what Japanese commenters are saying about the video!

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