Dove Campaign For Real Beauty

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very popular campaign by dove, using real models/customers to creat the comercials, was very sucessful. Presented in my Consumer Behavior class by D. Jomaa.

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Dove Campaign For Real Beauty

  1. 1. Dove Campaign For Real Beauty By: D. Jumah
  2. 2. Introduction <ul><li>Dove (starting its life in 1957) is a soap bar and personal care brand (including hair care products) owned by Unilever. Dove's products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products. </li></ul>
  3. 3. Statistics <ul><li>just 12 % of women are very satisfied with their physical attractiveness </li></ul><ul><li>only 2 % of women describe themselves as beautiful </li></ul><ul><li>68% strongly agree that the media sets an unrealistic standard of beauty </li></ul><ul><li>75% wish the media did a better job in portraying the diversity of women's physical attractiveness, including size and shape, across all ages    </li></ul><ul><li>Only 2% of these women describe themselves as “beautiful” </li></ul><ul><li>About 3/4 of them rate their beauty as &quot;average&quot; </li></ul><ul><li>Almost 1/2 of them think their weight is &quot;too high &quot; </li></ul>
  4. 4. Taking Action <ul><li>Over the last few years, Dove has focused on delivering products that inspire women to enjoy their own beauty and individuality . As part of their Campaign for Real Beauty, the Dove Self Esteem Fund was launched in 2004 to demonstrate their commitment to the brand's mission 'to make more women feel beautiful everyday, by widening today's view of beauty and by inspiring women to take great care of themselves . ' The DSEF aims to educate and inspire young girls through a series of tools and workshops which ultimately protects and nurtures their body - related self - esteem and enables them to become fully realized adults . Through the Fund . they aim to reach the lives of 5 million young people by the end of 2010, with at least one hour of participation in their self - esteem programs . </li></ul>
  5. 5. <ul><li>In 2006, Dove started the Dove Self Esteem Fund . The goal of the fund is to be &quot; an agent of change to educate and inspire girls on a wider definition of beauty and to make them feel more confident about themselves . </li></ul>
  6. 6. How did the campaign start? <ul><li>The Dove Campaign for Real Beauty is a worldwide marketing campaign created in partnership with marketing and communications agencies including Ogilvy & Mather, Edelman Public Relations and Harbinger Communications ( in Canada) . </li></ul>
  7. 7. Goal of the campaign <ul><li>The point behind the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with themselves . A similar ad campaign was launched in the United States and Canada shortly afterward . The launch campaign featured normal women of different shapes and sizes viewed in a number of ways; one was approached in the street, another answered an ad which was placed in a local South London newspaper . </li></ul>
  8. 8. <ul><li>Their commitment to delivering real results is reflected in their advertisements .  Their current campaign has been featured on over 25 major TV channels and in more than 800 articles in opinion leading newspapers from El Pais to Le Parisien, from The Sun to The Times, as well as in popular women's magazines . Their ground - breaking campaign for their new Dove Firming lotion, which features women of all shapes and sizes, is the latest example and underlines their commitment to breaking down stereotypes and enabling and celebrating beauty . </li></ul>
  9. 9. The process of PR boosting Dove 'Real Women' campaign <ul><li>Their objective: </li></ul><ul><li>Boost sales of their products and women's self - esteem .   </li></ul><ul><li>Their insight: </li></ul><ul><li>When Dove researched beauty advertising, women’s attitudes to their body shapes, and which celebrity role models they most admired . They found that women felt intimidated and depressed by 'stick - thin' models . This gave them the insight they needed to launch a campaign women can relate to, and build a story for the media. . </li></ul>
  10. 10. <ul><li>The strategy: </li></ul><ul><li>They aired a show that showed their curvy models and how they perceived their bodies in a positive way. Moreover, a psychologist was brought to the show to talk to people who had low self esteem about their bodies and look and changed them into a more positive way. . </li></ul><ul><li>The concept: </li></ul><ul><li>Rejecting the 'airbrush treatment' that they've come to expect from beauty advertising, Dove would feature ordinary women of all shapes and sizes as they are. .  </li></ul>
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