Successful marketing campaign by dove ‘Real beauty campaign’

1. Dove
Real Beauty
Campaign
-Kusumdeep Kaur

2. About
Unilever, a British multinational consumer
products firm, owns the Dove personal
care brand in the United States. Dove
offers a variety of goods, including skin
care, hair care, bath and body products,
and so on. Dove focuses on redefining
beauty standards and encouraging
everyone in having a positive experience
regarding beauty and body image.

3. Dove has constantly made
headlines for its current
campaigns, commercials, and
even controversies. #My Beauty
My Say, #Dove Self-Esteem
Project, #BeautyBias, #Choose
Beautiful, and The Real Beauty
Campaign" are just a few of Dove's
amazing initiatives and one of my
favorite is “The real beauty
campaign.”

4. #therealbeautycampaign
In response to the findings of a comprehensive worldwide survey, Dove
launched the "Campaign for Real Beauty" in 2004. According to a global
survey, just 2% of women throughout the world consider themselves to be
beautiful. The Dove campaign's core message was that women's distinctive
qualities should be appreciated, not neglected, and that physical
appearance should be turned from a cause of fear to a source of
confidence. This message was communicated via a plethora of channels,
including television advertising, magazine spreads, talk shows, and an
international discussion. Despite its enormous popularity and financial
success, the ad has been widely criticized.

6. Point of view (POV)
• Dove, in my opinion, had a wonderful effect on the audience. I was particularly
taken by the campaign's concept of changing beauty standards. They chose real
ladies (older women with wrinkles, overweight women, skinny women). It was
appealing and relevant to the female audience. The ad encouraged us to accept
ourselves as we are and to disregard the world's artificial beauty standards.
Beyond simply making people feel good about the company, Dove has
successfully reframed the function of purchasing beauty products and toiletries
from one focused on practical outcomes (such as product quality and price –
factors that are almost never mentioned in advertisements) to one focused on
expressing important values and connecting with others.

7. Dove must have also featured teenage females in the commercial, in my view, because we know
that today's generation is greatly influenced by what they see or hear. Teenage females are
particularly worried about how they appear, what they dress, and other such issues, and they are
impacted by the world's unrealistic notions of beauty. The use of young girls may have influenced
a number of others to accept themselves as they are and to see their own inner beauty.
Dove, without a question, received a lot of criticism. Unilever, the parent company of dove, is
also the parent firm of fair and lovely. Fair and lovely offers a message that is diametrically
opposed to dove's. Dove attempts to transform people's perceptions of beauty for the better,
whereas Fair and Lovely encourages women to crave lighter skin. Unilever is also perceived as
hypocritical, and their relationship with Dove might contribute to negative sentiments about
Dove's marketing campaign and cognitive dissonance among customers. Dove's dedication to
their social objective may be questioned by customers.

8. Despite widespread criticism of the campaign and the ongoing controversy
surrounding Unilever, the Dove Campaign for Real Beauty is still running strong
over a decade after its launch. One explanation might be that, despite the
criticisms, the campaign can still be considered a positive step forward. Dove is
also developing new efforts to promote positive body image, the most recent of
which being "Dove Real Beauty Sketches.“
What I feel is that Dove has always done a fantastic job and will continue to do
so regardless of the circumstances.

9. References
https://www.globalbrandsmagazine.com/the-success-of-doves-real-beauty-campaign/
https://www.dove.com/ca/en/stories/campaigns.html
https://en.wikipedia.org/wiki/Dove_Campaign_for_Real_Beauty