Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

ENG presentation


Published on

Briana Findley
Dove Campaign For Real Beauty
Eng 103
Salisbury University

Published in: Health & Medicine, Lifestyle
  • Be the first to comment

ENG presentation

  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.