【New Folder (2014)】

Of course this is New Folder (2014)how it ends.

Dove, friendly soap company and bastion of body-positive marketing, finally goes too far and literally engineers its packing to reflect the women to whom it markets.

According to Dove:

"Each bottle evokes the shapes, sizes, curves and edges that combine to make every woman their very own limited edition. 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."

And apparently the best way to make sure women are reminded daily of our special snowflakeness is to turn our soap bottles into literal reminders of our figures. Because bathing isn't just a time to get clean and enjoy a hot shower and some peace, but also to be, you know, empowered. By our soap bottles.

We've reached out to Dove to ask a few of our most burning questions, including:

• Will the bottles all contain the same amount of soap?

• Do the body-positive cost bottles cost the same as normal ones, or will we pay a premium for our empowerment?

• How long will we be able to purchase these limited-edition keepsakes?

• Where in the world did this idea come from?

The shade is already starting to roll in.

This Tweet is currently unavailable. It might be loading or has been removed.

This Tweet is currently unavailable. It might be loading or has been removed.

This Tweet is currently unavailable. It might be loading or has been removed.

This Tweet is currently unavailable. It might be loading or has been removed.

This Tweet is currently unavailable. It might be loading or has been removed.

For a company that has spent years building up a store of good will through their 'Real Beauty' campaigns, we'll have to see whether they have enough in reserve to see them through what could be a major misstep. Or is the benefit of the doubt something that simply doesn’t exist for brands today?

(Editor: {typename type="name"/})