digital digest assignment

1. #Real Beauty
By Deeksha
REAL
BEAUTY
CAMPAIGN

2. About The Campaign
#Real Beauty targeted the
judgement of people of
how the perceive women
based on how they look. It
aims to celebrate real
beauty of women and
embrace their unique
features and change the
whole definition of beauty.
This campaign
was launched in
2004. Its mission
was to portray
Real Beauty of
Women.
The program focused on
targeting diverse women
and finding out how their
social lives, careers and
identities are impacted and
shaped by the way they
look. It was a big movement
which infused confidence in
women globally.

3. Impact Of The Campaign
➔ Transformation of perception
It changed the way of defining beauty
by appreciating the flaws and
accepting the true vision..
➔ Express rather than Impress
It motivated women all around the
world to embrace their own beauty by
advertising real women rather than
models to showcase beauty in
simplicity.
➔ Acknowledgment
Dove received plenty of awards and
recognition for this successful
campaign and spreading this kind of
awareness and positivity,

4. Point Of View
● The research and analysis of this campaign made me realise and
ponder upon some very critical issues in the daily life of women.
● This campaign revolutionised the whole concept of beauty
standards and made women believe in themselves and love their
own unique selves and features.
● The marketing strategy for this campaign was commendable as it
was not only product focused but also customer focused which
made their brand so much more appealing to their target market.
● It picked out minute factors that affect women in all aspects of
their lives like their age, height, weight and hair. How it affected
their social and professional life by people’s judgments and
assumptions.

5. ● Dove conducted this campaign all over the
internet and various other modes of
advertisement like television, magazines, social
media like YouTube, Facebook, billboards to reach
out its target audience by all means.
● According to their research for this campaign, it
was proved that more than 90% women do not
feel secure and pretty in their own skin. This
campaign was successful in spreading body
positivity by promoting self love acceptance.
● The plus factor was also that it was the first digital
campaign to direct participants to a supportive
online community of over 200 million individuals,
with over 26 million people participating in the
campaign online(The Good, the Bad, and the Ugly of the Dove
Campaign for Real Beauty | In-Mind).
Real women were
interviewed for this
campaign to share
their stories, views
and insecurities for
the world to know
and relate to unite
women globally for
a common cause.

6. Real beauty YouTube
Interviews
All of these videos
were shot with
real world women
to showcase real
beauty.

7. So, How Effective Was The
Campaign In Conclusion,
In Terms Of Both The Brand
And the Consumers?

8. The research proved that
Majority Of
Women switched to
dove after reviewing the
ads influenced
them due to the
concept of reshaping
beauty.

9. Real Beauty led to an astonishing growth in Sales to
$4 billion currently from $2.5 billion in its opening
campaign year(SharadhaR).
THAT’S A SIGNIFICANT
AMOUNT OF
INCREASE IN
SALES.

10. References
‘‘#BeautyBias Films - Watch Video | Dove’. Dove UK,
https://www.dove.com/ca/en/stories/campaigns/-beautybias.html. Accessed 18 Feb. 2022.
Dove Empowered Women And Found Success in 80+ Countries.
https://www.referralcandy.com/blog/dove-marketing-strategy. Accessed 18 Feb. 2022.
SharadhaR. ‘An Analysis of Dove’s Breakthrough Marketing Campaign, “Real Beauty”’. Hustle Monk, 3 Sept.
2020,
https://medium.com/hustle-monk/doves-breakthrough-marketing-campaign-involved-empowerment-of-re
al-women-ad2734c0188a.
The Good, the Bad, and the Ugly of the Dove Campaign for Real Beauty | In-Mind.
https://www.in-mind.org/article/the-good-the-bad-and-the-ugly-of-the-dove-campaign-for-real-beauty.
Accessed 18 Feb. 2022.
‘Welcome to Dove’. Dove UK, https://www.dove.com/ca/en/home.html. Accessed 18 Feb. 2022.
Videos:
Dove | Beauty Standards of Looks Are a Form of Bias #BeautyBias. www.youtube.com,
https://www.youtube.com/watch?v=LDIA7PdSrgE. Accessed 18 Feb. 2022.
Dove Real Beauty Sketches | Florence Embraces Her Authentic Self. www.youtube.com,
https://www.youtube.com/watch?v=u-pyb7Z0NZU. Accessed 18 Feb. 2022.
Dove Real Beauty Sketches | You’re More Beautiful than You Think (6mins). www.youtube.com,
https://www.youtube.com/watch?v=litXW91UauE. Accessed 18 Feb. 2022.