Chinese “Ugly Betty” Remake Sells Beauty Products, Is Not Ugly Enough

This past September, China premiered its own version of “Ugly Betty” - that heartwarming series about a young girl working at a magazine and finding love even though she wears braces. But the Chinese version of the show, called “Ugly Wudi,” has a twist - its being used as a marketing tool by Unilever to promote Dove beauty products. The “Real Beauty” campaign Dove launched featuring non-models, which has proved to be so popular in the U.S, was widely ignored by Chinese consumers. It seemed that Chinese women were more open to buying beauty products promoted by models and were largely unreceptive to those used by “real women.”

So Unilever ditched the “Real Beauty” campaign and, instead, garnered exclusive advertisement and product placement rights for the series. They are hoping that featuring Dove products on the show will help boost sales in poorer areas outside of China’s major cities. There’s no reason, after all, that people struggling to make ends meet can’t also spend money on beauty products no one really needs.

All over the world, women just keep on winning, huh?

Amusingly enough, audiences in China dismissed “Wudi” as not being “ugly enough” - and that it is distractingly obvious that she is, in fact, a pretty actress wearing ugly glasses.

Unilever to Launch ‘Ugly Betty’ Remake in China [Talent Zoo]
Chinese “Ugly Betty” Makes Debut [CRI]