“Everybody has a beach body,” says the signs that the Dolle Mina’s fanatically hold in the air. They want to send a clear signal: everyone is welcome on the beach, regardless of weight, body shape or appearance.
Makeover for the beach
Passers-by supposedly get a ‘makeover’ from the Dolle Mina’s. Shaving, cutting, lipstick, blow-drying: all the preparations to be ‘beach ready’. Ultimately, the message turns out to be correct: that makeover is not necessary at all, because every body is already good enough for the beach.
Ideal image
According to Dolle Mina Maartje de Peijpe, many people still feel the pressure to work on themselves first before they can enjoy the summer. According to her, this pressure stems, among other things, from social media and the beauty ideals that are constantly displayed there. Shaving, painting nails, tanning or losing weight: for many people it feels like they have to do all kinds of things before they can show up in swimwear.
With their action, the Dolle Mina’s want to turn that idea around. According to them, a makeover is not necessary at all. “Your body is already good enough as it is, in whatever form,” says de Peijpe.
A passerby recognizes that pressure from her own environment; With friends and family she sees how intensively people are concerned with their appearance in order to live up to their ideal image.
Not just a women’s problem
According to a male visitor, this problem does not only affect women. Men are also increasingly confronted with expectations about their appearance. As examples he mentions the fear of baldness and the enormous pressure on young people to build a muscular body
That is precisely why De Peijpe believes it is important to continue to draw attention to the subject. According to her, no one should feel insecure about going to the beach. The message of the campaign is simple: if you have a body, then you have a beach body.