Prepared By Iftekhar Ahmed MBA, BBANorth South University
The Dove Campaign For Real Beauty waslaunched by Unilever in 2003, to coincide withthe expansion of the Dove brand from soapsand other cleansing solutions to health andbeauty products.Competed in categories like cleansingbars, body washes, hand washes, facecares, hair care, deodorants and body lotions.Competed with brands like Procter andGamble, Nivea.
Dove started its life in 1957 as a beauty soap bar thatwas clinically proven to be milder for dry, sensitiveskin than other leading soaps.In a world of promotion and brand names, Doveprovides a pleasantly real option for women whoappreciate that beauty comes in all shapes and sizes.In 2007, Unilever’s dove was the world’s number one“cleansing” brand as per the health and beauty sectorwas concerned.
The main issue was related to the real beautycampaign.The Real Beauty campaign risks the image of doveand the way people perceive it.Thus making dove an ordinary brand and therebykilling its heritage of inspiring beauty.Overall making an adverse effect on the performanceof the product.
Re-establishing brand imageDifferentiating the beauty in womenVagueness in the message they want to deliverContradiction of Brand positioningAbsence of product, information and clarityMixed reception from mediaInadequate use of external communicationmedium
In 2004, Dove launched asuccessful Campaign forReal Beauty whichfeatured real women, notmodels, to promote notonly Dove products but toadvertise real, naturalbeauty that consisted of“real women curves” andnot the unrealistic andunhealthy thin models. In order to release theCampaign into thepublic, Dove released astudy that they used as aspring board to launchtheir Campaign for RealBeauty.
Based on national and international researchon women’s perceptions of beauty,International Statistics: Only 2% of women feel comfortable describing themselves as beautiful,while 31% describe themselves as natural.Developed around these statistics to improvethe worldwide understanding of ´real beauty.
The idea that Dove wants to promote “tomake women feel more beautiful every dayby challenging today’s stereotypical view ofbeauty and inspiring women to take greatcare of themselves.” The use of women “ofvarious ages, shapes and sizes” is designed“to provoke discussion and debate abouttoday’s typecast beauty images.”
The Dove campaign has provided a differentperspective, a perspective that is not normallyadvertised and portrayed in the media. The ideaof REAL and healthy women being advertisedemphasizes what is normal and ideal to see insociety. Media has been able to stronglyinfluence and dictate our lives by settingstandards in the way we should look and act inorder to be accepted in society. There needs tobe a new standard set before the media on whatreal people and real beauty looks like.
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.
For everyday women all over the worldWho want to keep their bodies clean and softDove’s personal care products Provide a genuinely different feel to their skin and hair. Unlike other beauty brands,Dove aspires to help all womenachieve natural-looking beauty As demonstrated by over 50 years of successful products and their functional benefits.
Campaign for RealBeauty helped Dove toredefine consumerbehaviour towardsbeauty productsglobally CFRB (Campaign forReal Beauty): “ DOVEFIRMING LOTION” Adsnamed as “ LETSCELEBRATE CURVES”Intended to makemore women feelbeautiful.
Dove wants to help and inspirewomen by any kind of positiveactivities.From this integrated brandessence, brand own ableidea, and marketingprogram, Dove enjoys itself asbrand which inspire women.