On trips to Shibuya on separate occasions over the past two weekends, two visitors from abroad — my friend Josh and Judy’s mother — both commented on a particular billboard currently on display on the side of Tokyu department store. The billboard in question, which I had hitherto paid little notice, is an advertisement for Unilever’s Dove brand featuring a group of Japanese women in their underwear.

“Old news, chump,” I hear you say. Yes, Dove has been running their “Campaign for Real Beauty” in the States for over a year now, and although I read about the hubbub that it caused at the time, as far as I know it didn’t make its way over to these shores until recently.

For those who may not be familiar with Dove’s campaign, it was originally launched with a series of ads featuring “regular” woman of varying sizes and ethnicities cheerfully posing in plain white underwear (it has since expanded in scope, apparently). According to Dove’s website:

For too long, beauty has been defined by narrow, stifling stereotypes. Women have told us it’s time to change all that. Dove agrees. We believe real beauty comes in many shapes, sizes and ages. That is why Dove is launching the Campaign for Real Beauty.

Dove’s global Campaign for Real Beauty aims to change the status quo and offer in its place a broader, healthier, more democratic view of beauty. A view of beauty that all women can own and enjoy everyday.

Here is a picture of one such ad shown in the US:

As you can see, there are women of different sizes, shapes and colors. One of them even has a prominent tattoo. Of course, not all ethnicities are represented (where’s the love for the Asian fatties?), and the women aren’t that big given today’s widespread obesity, but it’s an interesting campaign that brings attention important issues such as body image, ideals of feminine beauty as portrayed in the media, and so on.

Now let’s take a look an ad from Dove Japan’s “Real Beauty” campaign:

Hmmm… Women of different sizes? No. Shapes? No. Colors? No (unless you count the towels they’re holding, anyhow). As far as I can tell, the only obvious differences between the seven women are their hairstyles. And I can’t even imagine what sort of sick, misogynistic individual would even for a moment consider those women to be anything other than thin. They may not be models, as Dove purports, but they’re certainly not representative of the average Japanese woman (as much we might wish they were).

To be fair to Dove, though, the focus of the Japanese campaign is a teensy bit different than that of the American one. Rather than “Real women have real curves,” the Japanese slogan is (roughly) “I won’t hide my skin anymore.” The intended message, obviously, is that Japanese women should feel proud of their appearance and have confidence in themselves, even if they don’t conform to society’s image of beauty.

Of course, it seems that Unilever Japan did their market research and realized that if they came out with a campaign in featuring “fuller-figured” women, they would be immediately labeled as the brand for fatso’s and would thereupon lose any hope of appealing to fickle, extremely brand-conscious Japanese consumers. So, rather than “real women,” the Japanese public gets “women who are not models, but who are thinner and more attractive than 95% of the female population.” Interesting, to say the least.