Shades of beauty<br />
OVERVIEW OF THE CASE<br />   “WE WANT TO CHALLENGE THE DEFINITION OF BEAUTY. WE BELIEVE THAT BEAUTY HAS BECOME TOO NARROW ...
1940 – DOVE SOAP BAR<br />1960 – ORIGINAL DOVE BEAUTY BAR<br />1980 – LEADING BRAND.<br />1990 – DOVE BEAUTY WASH.<br />19...
GOAL OF THE CAMPAIGN<br />REDEFINE <br />BEAUTY<br />BOOST SELF ESTEEM<br />
ABOUT THE STUDY AND METHODOLOGY<br />The  RTABS  was commissioned by Dove, one of Unilever’s largest Beauty Brand.<br />Un...
Description of One’s Looks<br />Total Respondents<br />All figures in percentages. Excludes none of these, don’t know and ...
Description of One’s Looks<br />All figures in percentages<br />
Discomfort in Describing Oneself as Beautiful<br />Total Respondents<br />“I do not feel comfortable describing myself as ...
Discomfort in Describing Oneself as Beautiful<br />“I do not feel comfortable describing myself as beautiful”<br />       ...
Defining One’s Weight<br />Total Respondents<br />All figures in percentages.<br />
Perception of Weight vs. The Reality of Weight<br />All figures in percentages.<br />
Satisfaction with Factors in one’s Life<br />Total Respondents<br />All figures in percentages<br />
Importance in Making “ You”  Feel Beautiful<br />Total Respondents<br />All figures in percentages.<br />
Importance in Making “ You”  Feel Beautiful<br />Total Respondents <br />All figures in percentages<br />
Importance of Attributes in Making Women Feel Beautiful- (1 of 2)<br />Total Respondents<br />All figures in percentages<b...
Importance of Attributes in Making Women Feel Beautiful – (2 of 2)<br />Total Respondents<br />All figures in percentages<...
The Media and Beauty<br />Total Respondents<br />All figures in  percentages<br />
The Media and Beauty<br />All figures in percentages.<br />
Better Ways to Depict Women in the Media <br />Total Respondents – Top Two Choices<br />All figures in percentages<br />
Better Ways to Depict Women in the Media<br />Total Respondents – Top Two choices<br />All figures in percentages.<br />
CONCLUSIONS<br />The word “Beauty” has become functionally defined as “physical attractiveness”. <br />This definition is ...
LET’S CELEBRATE CURVES<br />
Use <br />sunsilk<br />
Use<br />dove<br />
MARKETING STRATEGIES<br />PROBLEM RECOGNITION.<br /><ul><li>CAPTURING MARKETING INSIGHTS.
CONNECTING WITH CUSTOMERS :-</li></ul> ESP Vs USP<br /><ul><li>TWO PHASE MARKETING
NO PAGE LEFT UNTURNED
WEBSITE
MOBILE OUTDOOR MARKETING.
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19271931 dove-final-presentation-1

  1. 1. Shades of beauty<br />
  2. 2. OVERVIEW OF THE CASE<br /> “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.”<br /> PHILIPPE HAROUSSEAU<br />DOVE’S MARKETING DIRECTOR<br /><ul><li>“I FEEL LIKE A 65 YEAR OLD CINDERELLA.”</li></ul> - MARY<br />
  3. 3. 1940 – DOVE SOAP BAR<br />1960 – ORIGINAL DOVE BEAUTY BAR<br />1980 – LEADING BRAND.<br />1990 – DOVE BEAUTY WASH.<br />1995 – EXPANSION IN RANGE.<br />2001 – DOVE ANTI-PERSPIRANT.<br />2003 – DOVE HAIR CARE LINE.<br />2004 – BODY FIRMING LINE.<br />SEPTEMBER 2004 – LAUNCHED CFRB.<br />2005 - WORLD’S LARGEST CLEANSING BRAND.<br />
  4. 4. GOAL OF THE CAMPAIGN<br />REDEFINE <br />BEAUTY<br />BOOST SELF ESTEEM<br />
  5. 5. ABOUT THE STUDY AND METHODOLOGY<br />The RTABS was commissioned by Dove, one of Unilever’s largest Beauty Brand.<br />Understand - women, beauty and well-being and the relationship between them, globally.<br />Concern- limited portrayal of beauty<br />Dove’s mission was to explore emperically <br />How women define beauty<br />How satisfied they are with their beauty<br />How they feel about female beauty portrayal in the society.<br />Weather it was possible to think and talk bout female beauty in a more authentic, satisfying and empowering way.<br />The Study managed by StrategyOne – specialist applied research firm based in New York.<br />Collaboration with Dr. Nancy Etcoff of Harvard University and Dr. Susie Orbach of the London School of Economics.<br />The findings are based on quantitative data collected from a global study of 3200 Women ,aged 18 to 64, conducted across 10 countries.<br />Telephonic Interviews.<br />
  6. 6. Description of One’s Looks<br />Total Respondents<br />All figures in percentages. Excludes none of these, don’t know and refused<br />
  7. 7. Description of One’s Looks<br />All figures in percentages<br />
  8. 8. Discomfort in Describing Oneself as Beautiful<br />Total Respondents<br />“I do not feel comfortable describing myself as beautiful”<br />All figures in percentages.<br />
  9. 9. Discomfort in Describing Oneself as Beautiful<br />“I do not feel comfortable describing myself as beautiful”<br /> strongly agree<br />All figures in percentages.<br />
  10. 10. Defining One’s Weight<br />Total Respondents<br />All figures in percentages.<br />
  11. 11. Perception of Weight vs. The Reality of Weight<br />All figures in percentages.<br />
  12. 12. Satisfaction with Factors in one’s Life<br />Total Respondents<br />All figures in percentages<br />
  13. 13. Importance in Making “ You” Feel Beautiful<br />Total Respondents<br />All figures in percentages.<br />
  14. 14. Importance in Making “ You” Feel Beautiful<br />Total Respondents <br />All figures in percentages<br />
  15. 15. Importance of Attributes in Making Women Feel Beautiful- (1 of 2)<br />Total Respondents<br />All figures in percentages<br />
  16. 16. Importance of Attributes in Making Women Feel Beautiful – (2 of 2)<br />Total Respondents<br />All figures in percentages<br />
  17. 17. The Media and Beauty<br />Total Respondents<br />All figures in percentages<br />
  18. 18. The Media and Beauty<br />All figures in percentages.<br />
  19. 19. Better Ways to Depict Women in the Media <br />Total Respondents – Top Two Choices<br />All figures in percentages<br />
  20. 20. Better Ways to Depict Women in the Media<br />Total Respondents – Top Two choices<br />All figures in percentages.<br />
  21. 21. CONCLUSIONS<br />The word “Beauty” has become functionally defined as “physical attractiveness”. <br />This definition is communicated through the media .<br />Women try to achieve it.<br />Since this idea is difficult to achieve, women find it difficult to think of themselves as beautiful.<br />This leads to unhappiness and low self esteem and self worth.<br />The study outlines the components of beauty clearly.<br />Along with physical attractiveness, the components also include happiness, kindness, wisdom, dignity, love, authenticity and self-realization.<br />Women believe that media can also be a force for reconfiguring the image of beauty it has perpetuated.<br />True beauty should be the new standard – with the unprecedented power to open minds and move emotions.<br />The challenge for Media is to know true beauty, feel it and represent it faithfully in the ways they speak about it.<br />
  22. 22. LET’S CELEBRATE CURVES<br />
  23. 23. Use <br />sunsilk<br />
  24. 24. Use<br />dove<br />
  25. 25. MARKETING STRATEGIES<br />PROBLEM RECOGNITION.<br /><ul><li>CAPTURING MARKETING INSIGHTS.
  26. 26. CONNECTING WITH CUSTOMERS :-</li></ul> ESP Vs USP<br /><ul><li>TWO PHASE MARKETING
  27. 27. NO PAGE LEFT UNTURNED
  28. 28. WEBSITE
  29. 29. MOBILE OUTDOOR MARKETING.
  30. 30. PRESS RELEASES AND MEDIA DEBATES.</li></li></ul><li>BRAND POSITIONING.<br /><ul><li>REAL LIFE MODELS
  31. 31. EYE CATCHING BILLBOARDS.</li></li></ul><li>CRITICS<br />“FIRMED UP BEAUTY” OR “REAL BEAUTY” ? <br /><ul><li>REAL LIFE MODELS DEFYING BEAUTY STEREOTYPES ?
  32. 32. DID THEY REALLY FEATURE PEOPLE WHO </li></ul> WERE UNACTRACTIVE ?<br /><ul><li>THE MODELS WERE NOT GLAMOROUS BUT WERE STILL FEATURED GLAMOROUS.
  33. 33. WOULD U LIKE TO SEE A FAT THIGH LIKE THAT
  34. 34. EVERYDAY ?</li></li></ul><li>IS IT <br />
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