DOVE: REAL BEAUTYCAMPAIGNA CASE STUDY ON HOW DOVE MARKETS IT’SBRAND UNTIL TODAY
THE VALUE Dove Marketing Director, Philippe Harousseau said “We want to challenge the definition of the beauty. We believe that beauty has become too narrow in definition. We want to defy the stereotype that only young, blond, and tall are beautiful.” This is the underlying value that surrounds Dove’s real beauty campaign. The campaign was developed by Ogilvy & Mather, Toronto, and has won about every major creative award known to man. Kudos.
REAL BEAUTY CAMPAIGN In 2004, Dove launched a successful Campaign for Real Beauty which featured real women, not models, to promote not only Dove products but to advertise real, natural beauty that consisted of “real women curves” and not the unrealistic and unhealthy thin models. In order to release the Campaign into the public, Dove released a study that they used as a spring board to launch their Campaign for Real Beauty.
THE SURVEY Among the findings of the study, were the following statistics: Only two percent of women describe themselves as beautiful. Sixty-three percent strongly agree that society expects women to enhance their physical attractiveness. Forty-five percent of women feel women who are more beautiful have greater opportunities in life. More than two-thirds (68%) of women strongly agree that “the media and advertising set an unrealistic standard of beauty that most woman can’t ever achieve.” The majority (76%) wish female beauty was portrayed in the media as being made up of more than just physical attractiveness. Seventy-five percent went on to say that they wish the media did a better job of portraying women of diverse physical attractiveness, including age, shape and size.
THE IDEA The idea that Dove wants to promote is “to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.” The use of women “of various ages, shapes and sizes” is designed “to provoke discussion and debate about today’s typecast beauty images.”
The Dove campaign has provided a different perspective, a perspective that is not normally advertised and portrayed in the media. The idea of REAL and healthy women being advertised emphasizes what is normal and ideal to see in society. Media has been able to strongly influence and dictate our lives by setting standards in the way we should look and act in order to be accepted in society. There needs to be a new standard set before the media on what real people and real beauty looks like.
PUBLIC RESPONSES Melindawhite Says: November 28, 2010 at 11:14 pm I LOVE the Dove Campaign for Beauty!! I could sit on their website and read the information all day long! I think that this should be shown to all young women to help them embrace who they are and not want to be who the media thinks they should. Rjones34 Says: November 29, 2010 at 3:20 am I just wanted to say that I love the dove campaigns! I believe that they really can be an inspiration to those who have low self-esteem about their body image. They show what really goes on behind the scenes of the deceiving beauty industry. kyliedurham Says: November 30, 2010 at 7:03 pm I love Dove’s campaign! It is so great that someone is going out there and encouraging TRUE beauty! Meganh5 Says: December 3, 2010 at 3:59 am I agree with the above comments, the Dove campaign really is great. It’s good to know that others out there are addressing the negative impact media has on body image.
SUCCESS OF THE CAMPAIGN The results are 700% sales increase in firming products in Europe. Sales of products in advertisements increased by 600% in the first 2 months of the campaign. $1Billion in sales the year the campaign was launched (far exceeding company expectations). Dove models appeared in 618 newspaper clippings across Asia (PR), Overall sales in Asia Pacific countries increased by 26%. ROI: $3 for every $1 spent.
OWNABLE BRAND IDEA Ownable brand idea (OBI) elevates brand to a bigger place in people’s lives which makes them more loyal, more likely to advocate on your behalf, and assign more value to your products. OBI also sets a clear guideline for every action and behavior. OBI is defined as a deep rooted belief that can be lived by the brand that drives all activity and increases consumer bonding.
Dove break down its OBI to some creative touch points. This touch points define the points in the customer journey and select ones which most relevant for bringing OBI to life.. If we have a look at Dove Website, Dove clearly want to persuade women to inspire and help others. If we see Dove Shampoo in Indonesia, Dove comes up with Dove Sisterhood. Dove Sisterhood persuades women to be amazing woman by “looking good by doing good”. Through Dove Sisterhood, Dove want women help and inspire one another by any kind of positive activities. From this integrated brand essence, brand ownable idea, and marketing program, Dove enjoys itself as brand which inspire women.