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Although Dove is a
beauty product, Dove
Created the Campaign
for “Real Beauty” to
give consumers a
realistic outlook on
wh...
"We believe that beauty has become too narrow in
definition," Philippe Harousseau, Dove's marketing
director, said. "We wa...
 Dove only created the campaign as a
gimmick to sell their products
 Dove is only a women’s product
The Refutation
 The Dove Self-Esteem Fund is
sponsoring self-esteem building
workshops, backed by celebrities, and
empowe...
• In 2009 Dove launched the confidence campaign.
During the superbowl they released the commercial
for their new product l...
 Dove considers the
males stand in
advertisements. That
men also go through
some of the same
self-esteem and
confidence p...
Dove has managed to
breakthrough the clutter of
today’s advertising world.
They have proven
themselves to be more
concerne...
Engpresentation 101115165147-phpapp02
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Engpresentation 101115165147-phpapp02

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Transcript of "Engpresentation 101115165147-phpapp02"

  1. 1. Although Dove is a beauty product, Dove Created the Campaign for “Real Beauty” to give consumers a realistic outlook on what beauty is and help rebuild their self- esteem and self- confidence.
  2. 2. "We believe that beauty has become too narrow in definition," Philippe Harousseau, Dove's marketing director, said. "We want to challenge that definition and defy the stereotype that only the young, blonde and tall are beautiful." REAL WOMEN HAVE CURVES •The Dove Campaign for “Real Beauty Launched in 2004 as a world wide campaign. • The current focus of the Dove Campaign for Real Beauty is to raise the self-esteem and self- confidence of girls and young women.
  3. 3.  Dove only created the campaign as a gimmick to sell their products  Dove is only a women’s product
  4. 4. The Refutation  The Dove Self-Esteem Fund is sponsoring self-esteem building workshops, backed by celebrities, and empowering and educating moms and daughters through on line tools.  They have partnered with Girl Scouts of America and Body Talk  As of now they have reached 2 million young girls and women with their sel- esteem fund.
  5. 5. • In 2009 Dove launched the confidence campaign. During the superbowl they released the commercial for their new product line Men+Care • The Dove for Men film opens with the words that an epic female brand, deserves a brother brand. This video highlights the different personalities of men, and shows the confidence that underlies each of them; whether they be a nerd, the everyday guy or even gay.
  6. 6.  Dove considers the males stand in advertisements. That men also go through some of the same self-esteem and confidence problems as women, and need a product that speaks specifically to men
  7. 7. Dove has managed to breakthrough the clutter of today’s advertising world. They have proven themselves to be more concerned with the attitudes and feelings of their consumers rather than just trying to sell a product.
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