DOVE'S REAL BEAUTY CAMPAIGN

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BEAUTY IS AGELESS - BREAKING THE STEREOTYPE ......

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  • DOVE'S REAL BEAUTY CAMPAIGN

    1. 2. UNILEVER'S "REAL BEAUTY" CAMPAIGN FOR DOVE “ WE WANT TO CHALLENGE THE DEFINITION OF BEAUTY. WE BELIEVE THAT BEAUTY HAS BECOME TOO NARROW IN DEFINITION. WE WANT TO DEFY THE STEREOTYPE THAT ONLY THE YOUNG, BLOND AND TALL ARE BEAUTIFUL.” PHILIPPE HAROUSSEAU, DOVE'S MARKETING DIRECTOR, IN JANUARY 2005
    2. 3. THE RED HOT CAMPAIGN <ul><li>SEPT 2004 CFRB LAUNCHED TO PROMOTE DOVES RANGE OF PERSONAL CARE PRODUCTS </li></ul><ul><li>THEY WANTED TO BROADEN THE DEFINITION OF BEAUTY AND CHALLENGE BEAUTY STEREOTYPES </li></ul><ul><li>THEY WANTED TO BOOST THE SELF ESTEEM OF THE CONSUMERS ESPECIALLY WOMEN </li></ul><ul><li>INITIALLY, THEY ONLY POSITIONED THE DOVE AS A BRAND AND FEATURED NO PRODUCTS </li></ul><ul><li>JUNE 2005,THE ADS FOR THE FIRMING RANGE IN THE US WERE THE SECOND PHASE OF THE CFRB FEATURING FIVE DIFFERENT WOMEN WHO WERE NOT MODELS </li></ul><ul><li>SOME SAID THAT IT WAS REVOLUTIONARY , BUT FOR SOME THIS CAMPAIGN WAS FOR “THE FAT WOMEN “ </li></ul><ul><li>SUPER BOWL XI, FEBRUARY 5 TH , 2006- DOVE DEBUTS ITS TRUE COLORS COMMERCIAL. THIS WAS THE FIRST EVER SUPER BOWL AD THAT WAS PRIMARILY TARGETED TOWARDS WOMEN. WITHIN 10 MINUTES OF THE AD AIRING, 7,000 PEOPLE VISITED THE WEBSITE PROMOTED IN THE AD, www.campaignforrealbeauty.com </li></ul><ul><li>ON JUNE 8 2006, DOVES CFRB WAS AWARDED THE GRAND EFFIE FOR ADVERTISEMENT EFFECTIVENESS FOLLOWED BY PRSA, SLIVER ANVIL AWARD FOR PUBLIC RELATIONS </li></ul>
    3. 4. DEFYING BEAUTY STEREOTYPES <ul><li>THEY USED REGULAR WOMEN (NON- MODELS) FOR THEIR ADVERTISEMENT CAMPAIGNS </li></ul><ul><li>THEY WANTED TO CHALLENGE THE STEREO TYPE SET BY THE BEAUTY INDUSTRY . </li></ul><ul><li>THE BEAUTY INDUSTRY HAD PROJECTED WOMEN, TOO PERFECT TO ASPIRE FOR </li></ul><ul><li>“ FOR TOO LONG, BEAUTY HAS BEEN DEFINED BY NARROW, STIFLING STEREOTYPES. YOU’VE TOLD US IT IS TIME TO CHANGE ALL THAT. WE AGREE. BECAUSE WE BELIEVE REAL BEAUTY COMES IN MANY SHAPES, SIZES AND AGES. IT IS WHY WE STARTED THE CAMPAIGN FOR REAL BEAUTY AND WHY WE HOPE YOU’LL TAKE PART.” </li></ul>
    4. 5. BEHIND THE CAMPAIGN — WHY REDEFINE BEAUTY? <ul><li>2004 DOVE GLOBAL STUDY </li></ul><ul><li>IN ORDER TO DETERMINE THE OPTIMAL BEAUTY STRATEGY FOR DOVE THAT WOULD SET THE BRAND APART FROM ITS COMPETITORS, A GLOBAL ATTITUDINAL CONSUMER RESEARCH STUDY WAS CONDUCTED </li></ul><ul><li>COMMISSIONED TO EXPLORE THE IMPACT OF BEAUTY AND ITS BELEIFS ON WOMEN’ </li></ul><ul><li>FINDINGS </li></ul><ul><li>“ WOMEN STRONGLY AGREE THAT “THE MEDIA AND ADVERTISING SET AN UNREALISTIC STANDARD OF BEAUTY THAT MOST WOMEN CAN’T EVER ACHIEVE.” MORE THAN TWO-THIRDS OF WOMEN GLOBALLY EXPRESSED THIS VIEWPOINT IN A RECENT WORLDWIDE STUDY. </li></ul><ul><li>ONLY 13% OF WOMEN ARE VERY SATISFIED WITH THEIR BODY WEIGHT AND SHAPE </li></ul><ul><li>ONLY 2% OF WOMEN AROUND THE WORLD CONSIDER THEMSELVES BEAUTIFUL, AND MORE THAN HALF OF WOMEN SAY THEIR BODIES DISGUST THEM </li></ul><ul><li>“ BEAUTY IS VISUAL- THE EYE POPPING FEATURES AND STUNNING PROPORTIONS OF A FEW HAND-PICKED BEAUTY ICONS. WHEN A MINORITY OF WOMEN IS SATISFIED WITH THEIR BODY WEIGHT AND SHAPE IN SOCIETY CAPTIVATED BY DIET AND MAKEOVER PROGRAMS, IT IS TIME FOR CHANGE.” </li></ul><ul><li>NANCY ETCOFF </li></ul><ul><li>FUELED BY THE RESULTS OF THIS STUDY, DOVE </li></ul><ul><li>LAUNCHED THE CAMPAIGN FOR REAL BEAUTY </li></ul><ul><li>SHOWCASING REAL WOMEN VIEWED AS UNCONVENTIONAL BEAUTIES IN THEIR ADVERTISING AND OUTREACH </li></ul>
    5. 11. INSIDE THE CAMPAIGN <ul><li>CREATION OF A FORUM FOR WOMEN TO PARTICIPATE IN A DIALOGUE AND DEBATE ABOUT THE DEFINITION AND STANDARDS OF BEAUTY IN SOCIETY </li></ul><ul><li>RELEASE OF A GLOBAL, ACADEMIC RESEARCH STUDY THAT EXPLORES THE RELATIONSHIP THAT WOMEN FROM AROUND THE WORLD HAVE WITH BEAUTY AND ITS LINKS TO THEIR HAPPINESS AND WELL-BEING </li></ul><ul><li>ADVERTISING THAT INSPIRES WOMEN AND SOCIETY TO THINK DIFFERENTLY ABOUT WHAT IS DEFINED AS BEAUTIFUL. </li></ul><ul><li>FUNDRAISING INITIATIVES (SPONSORED BY THE DOVE SELF-ESTEEM FUND) TO HELP YOUNG GIRLS WITH LOW BODY-RELATED SELF ESTEEM </li></ul>
    6. 12. INSIDE THE CAMPAIGN CONTD … <ul><li>SELF-ESTEEM WORKSHOPS WITH YOUNG GIRLS IN SCHOOLS TO HELP THEM FOSTER A HEALTHY RELATIONSHIP WITH AND CONFIDENCE IN THEIR BODIES AND THEIR LOOKS </li></ul><ul><li>ESTABLISHMENT OF THE PROGRAM FOR AESTHETICS AND WELL-BEING AT HARVARD UNIVERSITY, THROUGH A GRANT FROM DOVE, WHICH WILL CONTINUE TO EXAMINE THE WAY WE THINK AND TALK ABOUT BEAUTY IN POPULAR CULTURE AND THE EFFECT THAT THIS HAS ON WOMEN'S WELL-BEING </li></ul><ul><li>CREATION OF A GLOBAL TOURING PHOTOGRAPHY EXHIBIT, BEYOND COMPARE, WOMEN PHOTOGRAPHERS ON BEAUTY, SHOWCASING DIVERSE IMAGES OF FEMALE BEAUTY FROM 67 FEMALE PHOTOGRAPHERS, AND DEMONSTRATING THAT BEAUTY </li></ul><ul><li>IS ABOUT MUCH MORE THAN STEREOTYPES </li></ul>
    7. 13. LET’S CELEBRATE CURVES <ul><li>(THE TITLE GIVEN TO THE AD OF NEW DOVE FIRMING LOTION IN UK DURING APRIL 2004.) </li></ul><ul><li>“ WE WANTED TO PRODUCE IMAGES OF REAL WOMEN THAT WERE ASPIRATIONAL AS WELL AS BEING ATTAINABLE WITHOUT USING MODELS OR AIRBRUSHING TECH.” </li></ul><ul><li>JO RILEY </li></ul><ul><li>THE AD FEATURED SIX WOMEN OF VARIOUS BODY TYPES IN THEIR UNDERWEAR , PHOTOGRAPHED BY IAN RANKIN. THE AD WAS PREPARED BY O&M AND THE PR WAS HANDLED BY EDELMAN </li></ul><ul><li>AN EXCUSIVE ON THE CAMPAIGN WAS GIVEN TO “THE TIMES” & “EVENING STANDARD.” </li></ul><ul><li>THE ADS WERE DELIBERATELY PLACED NEAR THE MAJOR NEWSPAPER OFFICES TO GET MAXIMUM ATTENTION FROM PRESS. </li></ul><ul><li>THE ADS BECAME POPULAR IN THE SOCIETY AND GAINED PLENTY OF PUBLICITY FOR DOVE </li></ul><ul><li>IN THE UK, THE CAMPAIGN WAS COVERED BY TV CHANNELS, RADIOS, NEWSPAPERS AND INTERNET SITES. </li></ul><ul><li>FEEDBACK – SALES OF FIRMING LOTION HAD DOUBLED WITHIN A MONTH </li></ul>
    8. 15. CONTINUOUSLY EVOLVING THE CAMPAIGN <ul><li>INSPIRED BY THE 2004 STUDY, DOVE DECIDED TO TAKE THE NEXT STEP IN EXPLORING THE IMPACT OF SOCIETY’S BEAUTY IDEALS ON THE SELF-WORTH OF WOMEN YOUNG GIRLS. </li></ul><ul><li>THIS EXPLORATION INCLUDED UNDERSTANDING HOW FEELINGS ABOUT BEAUTY IMPACT A WOMAN’S SENSE OF WORTH, AND IN TURN HOW SHE LIVES AND ENGAGES IN HER LIFE </li></ul><ul><li>IMPORTANTLY, DOVE SOUGHT TO “WALK THE TALK,” BY NOT ONLY EXPLORING REAL BEAUTYAND THE IMPACT OF BEAUTY IDEALS, BUT ALSO UNCOVERING SOLUTIONS </li></ul><ul><li>IN THE HOPES OF POSITIVELY INFLUENCING THE PROCESS OF BEAUTY SOCIALIZATION FOR FUTURE GENERATIONS OF YOUNG GIRLS. WITH THIS IN MIND, DOVE COMMISSIONED THE 2005 GLOBAL STUDY, “BEYOND STEREOTYPES. REBUILDING THE FOUNDATION OF BEAUTY BELIEFS,” TO PROVIDE AN AUTHORITATIVE FOUNDATION FOR CHANGE IN THE WAYS IN WHICH GIRLS AND WOMEN THINK AND TALK ABOUT BEAUTY AND BODY IMAGE. </li></ul><ul><li>THE ULTIMATE GOAL OF THIS STUDY, AND ASSOCIATED PROGRAMS LAUNCHED UPON ITS COMPLETION, IS TO </li></ul><ul><li>HELP MORE WOMEN ESPECIALLY YOUNG GIRLS TO OVERCOME AND CHALLENGE HARMFUL STEREOTYPES AND GENUINELY EMBRACE HEALTHY, AUTHENTIC AND POSITIVE WAYS OF BEING BEAUTIFUL </li></ul><ul><li>THIS STUDY EXTENDS DOVE’S ONGOING COMMITMENT TO MAKE MORE GIRLS AND WOMEN FEEL BEAUTIFUL EVERY DAY THROUGH ITS ADVERTISING, COMMUNICATIONS, PRODUCTS AND PROGRAMS (SUCH AS THE DOVE SELF-ESTEEM FUND) </li></ul>
    9. 16. CONTINUOUSLY EVOLVING THE CAMPAIGN CONTD … <ul><li>SOME OF THE FINDING </li></ul><ul><li>ONE-THIRD OF ALL GIRLS IN GRADES NINE TO 12 THINK THEY ARE OVERWEIGHT, AND 60 % ARE TRYING TO LOSE WEIGHT. </li></ul><ul><li>ONLY 56% OF SEVENTH GRADES SAY THEY LIKE THE WAY THEY LOOK </li></ul><ul><li>57% OF GIRLS HAVE FASTED, GONE ON DIETS, USED FOOD SUBSTITUTES, PR SMOKED MORE CIGARETTES TO LOSE WEIGHT. </li></ul><ul><li>MESSAGES GIRLS RECEIVE FROM THE MEDIA CAN DAMAGE THEIR FEELINGS OF SELF WORTH. MORE THAN ONE FOURTH GIRLS SURVEYED FEEL THAT THE MEDIA PRESSURIZES THEM TO HAVE A PERFECT BODY </li></ul>
    10. 17. GOING GLOBAL FOR TOO LONG , BEAUTY HAS BEEN DEFINED BY NARROW, STIFLING STEREOTYPES. WOMEN HAVE TOLD US IT’S TIME TO CHANGE ALL THAT. DOVE AGREES. WE BELIEVE REAL BEAUTY COMES IN MANY SHAPES, SIZES AND AGES. THAT IS WHY DOVE IS LAUNCHING THE CAMPAIGN FOR REAL BEAUTY GLOBALLY IN SEPTEMBER 29, 2004 DOVE LAUNCHED ITS CFRB PROGRAM GLOBALLY DOVE’S GLOBAL CAMPAIGN FOR REAL BEAUTY AIMS TO CHANGE THE STATUS QUO AND OFFER IN ITS PLACE A BROADER, HEALTHIER, MORE DEMOCRATIC VIEW OF BEAUTY. A VIEW OF BEAUTY THAT ALL WOMEN CAN OWN WOMEN CAN OWN AND ENJOY EVERYDAY ACCORDING TO THE COMPANY THE AD CAMPAIGN WAS “INTENDED TO MAKE MORE WOMEN FEEL BEAUTIFUL EVERYDAY – CELEBRATING DIVERSITY AND REAL WOMEN BY CHALLENGING TODAY’S STEREOTYPICAL VIEW OF BEAUTY.” “ BY QUESTIONING THE ACCEPTED DEFINITION OF BEAUTY WE HOPE TO HELP WOMEN CHANGE THE WAY THEY PERCEIVE THEIR BODIES AND ECOURAGE THEM TO FEEL BEAUTIFUL EVERYDAY” SILVIA LAGNADO, SR. VP. DOVE
    11. 18. DOVE CONTINUES TO LISTEN AND ACT <ul><li>IN 2005, DOVE COMMISSIONED ANOTHER GLOBAL STUDY TO UNDERSTAND THE PERCEPTIONS OF WOMEN WITH REGARD TO BEAUTY. AROUND 3,300 WOMEN, BETWEEN THE AGES OF 15 AND 64, WERE INTERVIEWED IN BRAZIL, CANADA, CHINA, GERMANY, ITALY, JAPAN, MEXICO, SAUDI ARABIA, THE UK, AND THE US. </li></ul>
    12. 21. THE GOOD OL’ CRITICS <ul><li>USING OLDER WOMEN IN THE ADVERTISEZEMENT IN WHICH SEE IS SLIMMER THAT THE AVERAGE AMERICAN WOMEN </li></ul><ul><li>IT WAS THE ODD EXPERIENCE TO FACE THE WOMEN IN UNDIES IN PUBLIC PLACES WHETHER IT’S THE WOMEN OR A SUPER MODEL … </li></ul><ul><li>USING BODY TALK PROGRAMS </li></ul>
    13. 22. OUR PERSPECTIVE

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