1. Prepared By
Iftekhar Ahmed
MBA, BBA
North South University
2. The Dove Campaign For Real Beauty was
launched by Unilever in 2003, to coincide with
the expansion of the Dove brand from soaps
and other cleansing solutions to health and
beauty products.
Competed in categories like cleansing
bars, body washes, hand washes, face
cares, hair care, deodorants and body lotions.
Competed with brands like Procter and
Gamble, Nivea.
3. Dove started its life in 1957 as a beauty soap bar that
was clinically proven to be milder for dry, sensitive
skin than other leading soaps.
In a world of promotion and brand names, Dove
provides a pleasantly real option for women who
appreciate 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 sector
was concerned.
4. The main issue was related to the real beauty
campaign.
The Real Beauty campaign risks the image of dove
and the way people perceive it.
Thus making dove an ordinary brand and thereby
killing its heritage of inspiring beauty.
Overall making an adverse effect on the performance
of the product.
5. Re-establishing brand image
Differentiating the beauty in women
Vagueness in the message they want to deliver
Contradiction of Brand positioning
Absence of product, information and clarity
Mixed reception from media
Inadequate use of external communication
medium
6. 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.
7.
8. Based on national and international research
on 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 improve
the worldwide understanding of ´real beauty.
9. The idea that Dove wants to promote “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.”
10. 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.
11. 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.
12. For everyday women all over
the world
Who want to keep their bodies
clean and soft
Dove’s personal care products
Provide a genuinely different
feel to their skin and hair.
Unlike other beauty brands,
Dove aspires to help all women
achieve natural-looking beauty
As demonstrated by over 50
years of successful products
and their functional benefits.
13. Campaign for Real
Beauty helped Dove to
redefine consumer
behaviour towards
beauty products
globally
CFRB (Campaign for
Real Beauty): “ DOVE
FIRMING LOTION” Ads
named as “ LETS
CELEBRATE CURVES”
Intended to make
more women feel
beautiful.
14. Dove wants to help and inspire
women by any kind of positive
activities.
From this integrated brand
essence, brand own able
idea, and marketing
program, Dove enjoys itself as
brand which inspire women.
