2. Activity: Raise Your Hand If...
● You consider yourself beautiful
● You have ever felt insecure about your looks
● You would change at least one of your physical attributes
● You have ever avoided everyday activities because you’ve felt
insecure about your beauty
○ Examples: Attending school, social obligations, giving your
opinion, etc.
3. Dove’s Main Message
"To create a world
where beauty is a
source of confidence
and not anxiety."
4. Dove Brand Overview
● Established in 1955
● Starting with the Original Beauty Bar
○ Expanded and Evolved
● Products sold mainly at Target, Walmart, Walgreens, and CVS
● Their most recent ad campaigns focus on featuring real women
whose appearances are outside the stereotypical norms of beauty
○ In 2004 The Campaign for Real Beauty was launched
■ The Real Truth About Beauty
5. ● 11 “ordinary” women
● Showing off their Dove-firm
real curves.
● Aims to change the status quo
and offer in its place a
broader more healthier view
of beauty
Real Beauty Campaign
7. Key Customers: Demographics
MRI Data: Dove Body Wash/Shower Gel (Used in the last 6 Months)
Demographics
Women 18-34 (171)
HHI $50,000 - $59,000 (116)
North East (123)
Marital status: Engaged (114)
Child 2-5 (124)
Sales and office occupations (108)
8. Key Customers: Media Consumption
MRI Data: Dove Body Wash/Shower Gel (Used in the last 6 Months)
Media Consumption
Magazines - Heavy (114)
Internet - Heavy (112)
Watched any video on demand in the last 6 months (115)
TV: OWN (141), Lifetime (139), Bravo (128)
Magazines: Bridal Guide (182), OK! (166), Eating Well (153)
Websites: Livingsocial (137), Monster (134), abc (134)
9. Psychographics & Customer Insight
PRIZM: Middleburbs/Mainstream Families
“The Real Truth About Beauty: A Global Report”
“By an overwhelming majority, women around the world are most
comfortable using the words natural (31%) or average (29%) to
describe their looks.”
“Deeper probing on this issue revealed that four in ten women around
the world strongly agree (8, 9, or 10 on a 10-point scale) that they do
not feel comfortable describing themselves as beautiful.”
14. Positioning & Personality
“For women 18-34, Dove is the personal care brand that celebrates
every woman’s unique beauty, because only Dove’s understanding of
women, confidence and well-being drives them to create products
that help women recognize beauty in themselves and others.”
Brand DNA: Confidence, Positivity, Individuality
Brand Territory: Personal care; hair, lotion, bath/shower, deodorant
Brand Personality: Think Aibileen Clark (Viola Davis) from The Help
Brand Properties: Dove logo, #SpeakBeautiful, hashtag campaigns
blue/silver color scheme
15. Dove’s Customer Experience Strategies
Dove wants to help the next generation of women raise self-esteem and eliminate beauty-
related anxiety:
Sponsors:
Global Advisory Board
Boys & Girls Club
Girls Inc.
Girl Scouts
16. Dove’s Customer experience strategies
Public Relations Case Study
● The first stage of the campaign centred on a series of billboard
advertisements, initially put up in Germany and United Kingdom
in 2004.
● The spots showcased photographs of regular women (in place of
professional models)
○ The ads invited passers-by to vote on whether a particular
model was, for example, "Wrinkled or Wonderful" or “Gray or
Gorgeous”
17. Dove’s Customer experience strategies
"Create a new definition of beauty [which] will free women from self-
doubt and encourage them to embrace their real beauty."
18. Dove’s Customer experience strategies
Dove “Little Girls” Campaign - Early 2006
→ Featured regional versions of the same advertisement in both print
and screen, for which Unilever purchased a 30-second spot in the
commercial break during Super Bowl LX
https://www.youtube.com/watch?v=0o4aI-Jp6hQ
Dove “Daughters” Campaign - 2006
→ Beauty documentary about the attitudes towards beauty and body
image by daughters and their mothers
→ led them into most recent campaign Dove Beauty Sketches, Dove
Selfies, Dove #SpeakBeautiful
19. ● Dove conducted a social experiment that proves women
something very important
“Women are their own worst beauty critics. You are more beautiful
than you think.”
https://www.youtube.com/watch?v=XpaOjMXyJGk
Dove Sketches Campaign
20. #Speakbeautiful Campaign
Campaign kicked off for the Oscars in 2015
“Disgusting” - 6,783 times
“Ugly” - 169,480
Support from celebrities:
Arianna Huffington
LeAnn Rimes
82% of women feel the beauty standards set
by social media are unrealistic
https://twitter.com/Dove/status/568521395757404160
21. Dove Hair: Love Your Curls
● 10% of women in the U.S. “feel proud” of their curly hair
● Only 4 in 10 American girls with curly hair said they think their hair is beautiful
Tell Your Story
https://www.youtube.com/watch?v=ou7CyPtkpng
