“Each bottle evokes the shapes, sizes, curves and edges that combine to make every woman their very own limited edition,” Dove UK said in a statement. “They’re one of a kind – just like you. But sometimes we all need reminding of that. Recent research from the Dove Global Beauty and Confidence Report revealed that one in two women feels social media puts pressure on them to look a certain way. Thankfully, many women are fighting with us to spread beauty confidence.”
A March study found that social media has a notable influence on body image. Researchers at Flinders University in Australia had 138 women view images of celebrities and everyday women on Instagram. The researchers found that celebrity and peer images negatively impacted both mood and body satisfaction.
Dove has long been a champion for showing diverse images of real women’s bodies, taking a semi-political stance that many companies would shy away from. According to Buzzfeed, the bottles were the brainchild of London’s Ogilvy PR.
“It’s deceivingly simple and quite nuanced: a message about our body conveyed by Dove bottles themselves, it cares for the physical and the emotional, and it brings brand essence and product design seamlessly together,” Ogilvy’s Andre Laurentino said in a statement.
But these bottles — some tall, some short, some wide, some slender — have been met with cheers, jeers, and a lot of good jokes. To be fair, they can’t always get it right.
Read some social media reaction below.