Nearly a year ago, Beta posted about a Nivea commercial for men’s body wash as an example of decent marketing. And it was – I still enjoy that commercial. Lest we give Nivea a free pass, though, I have to say that their marketing for women’s product is slightly problematic for me.
Case in point:
Sigh. It took me a while to pinpoint what bothered me most about the commercial – the (imo) ridiculous claim that some “bio-slim complex” is actually going to make my skin firmer and enable me to fit into my skinny jeans (which I don’t own – I don’t find it particularly healthy to keep clothes that no longer fit in some quest to shrink back into them), the grating song, that I find it highly doubtful the actress has ever really had to worry much about fitting into those jeans, or the tag line which sort of implies that without the use of this product no one’s gonna want to touch you.
It’s none of those things. It’s the woman launching herself into that approving-male’s arms at the end, as if the only reason for her slim-down is to please the man in her life.
1) Uh, why’s it about making him happy?
2) Heteronormative, much?
It’s not the only Nivea ad that bothers me. There’s this one too. Look how happy those women are now that they’re cellulite-free! Now I’ll admit I’m not overly fond of my cellulite, but it’s there. No amount of cream I slather on my ass is going to make it go away. Love me, love my lumps and bumps.
Bottom line: Nivea seems okay telling men they’re fine pretty much as they are – that they don’t need overwhelming fragrance to be attractive to women, but what they’re telling women is that they should seriously consider fixing themselves if they want to make the menz happy. Or, y’know, dance on the street in short-shorts without injuring someone with that unsightly, jiggly cellulite.