Unilever’s Dove launched in 1960’s , is the world’s largest
cleansing brand with annual sales of 2.5 billion Euros
(2005) in more than eighty countries.
The product range includes soap bars, body washes, face
care products, deodorants, hair care, styling aids.
Real Beauty Campaign
In 2005 Unilever launched an ad campaign in the US
for its Dove Intensive Firming range of products.
This campaign featured regular women( non-models)
as a part of Dove’s “Campaign for real beauty(CFRB)”.
The purpose of CFRB was to challenge the stereotypes
set by beauty industry that uses models in their ads.
The campaign was a new concept and had regular
women instead of super models.
The campaign redefined the definition of “beauty”.
The campaign was well received by the people.
Widespread marketing strategies with innovative
Panel discussions and interviews
Extensive use of electronic and print media like
magazines , newspapers, and television.
Use of internet for consumer interactions.
Dove Self-Esteem Fund
Lets face it , Firming the thighs
of a size 2 super model is no
Ad bagged few awards.
The campaign reinvigorated the brand and gave Dove
the image of “ Do- Gooder ”.
The campaign received many criticisms:
Many analysts found the ad campaign contradictory.
Other product lines of the Unilever were using
The “Body Talk” and the “Self Esteem Fund” programs
were not taken up for philanthropy or selfless purposes.
The ad campaigns in countries other than the U.S.
featured thin models.
The survey conducted by the company revealed the
Only 2% of these women describe themselves as
About 3/4 of them rate their beauty as "average"
Almost 1/2 of them think their weight is "too high"
Hence there are lots of opportunities for Dove product
Some consumers felt that the ads of the competitor’s
products were “ridiculous, portraying the use of
firming lotion on perfect , young bodies”.
Threat of becoming the brand of “Fat People”.
They tried to break the stereotype so there was element of
uncertainty regarding the success of the campaign.
Long term sustainability of the campaign is questionable.
Competitors following suit.