Dove launched its "Real Beauty Sketches" campaign in 2013 to promote a more inclusive definition of beauty. The viral video showed women describing themselves to a sketch artist who drew them based on someone else's description, revealing that others see them in a more positive light than they see themselves. The campaign was highly successful, generating over 114 million views and winning a Cannes Lions Grand Prix award. It helped increase Dove's sales by 6% and attracted significant positive media attention. Dove has since expanded the campaign and aims to reach 15 million girls with their message of self-esteem by 2015.

1. PRESENTED BY-
T.KRUSHI KUMAR-109
M.KALYAN-110
DOVE REAL BEAUTY
SKETCHES CAMPAIGN

2. INTRODUCTION
 Dove developed-1957
 Parent company-Unilever( Anglo-dutch MNC
company)
 the third largest consumer goods company in
the world
 annual revenue of nearly €50 billion and a net
profit over €5 billion

3. • Investing more than $8 billion in advertising and
promotion per year
• Skin smooth, soft and clean
• Made with mild cleansers and moisturizing cream
* The current Dove line of products includes a full
range of body washes, hand and body lotions,
facial cleansers, deodorants, shampoos,
conditioners and hair styling products for both
men and women

4. C O M P E T I T O R S
 Direct Competitors
 Nivea, Aveeno and Neutrogena
 L’Oréal, Garnier and Pantene
 Indirect Competitors
 Ivory and Burt’s Bees
 Arrid
 Curel and Glysomed

5. THE CAMPAIGN FOR REAL BEAUTY
2 % of women as beautiful
 47 % women rate their body weight as “too high”
 48 % women agreed, “When I feel less beautiful, I
feel worse about myself in general”
 59 %women agree “physically attractive women
are more valued by men”

6.  In 2010, Dove set a bold new vision for the brand
with the Dove Movement for Self-Esteem.
 the program’s establishment, over 8.5 million
girls have been reached.
 Target-15 million by 2015.
 Dove has effectively shown that real people with
real bodies and real flaws can be beautiful too.

7. OVE REAL BEAUTY SKETCHES CAMPAIGN
 Dove Real Beauty Sketches video-April 14, 2013
 The video captures strong emotional reactions as the
women discover they are overly critical of their own
appearances
 the video generated a strong reaction and went viral
within days(114 million views )
 uploaded in 25 different languages
 viewed -110 countries worldwide

8.  In May 2013, the film won the titanium Grand
Prix
 the Cannes Lions International Festival of
Creativity’s highest honor

10. OUTCOMES
 Video success
 Sales increased 6 %
 attract positive attention from hundreds of media
outlets too.
 They came up with two more advertising
techniques

11. The Selfie Documentary
 Dove would encourage mother-daughter teams to
submit a “selfie” to a photo exhibit
 challenge girls to take an honest selfie with no
filters or edits
 the act of taking selfies was prominent in current
social media and relationship of daughter and
mother
 this create further backlash about Unilever’s
inconsistent bra

13. The Mirror Campaign
 set up mirrors in various busy urban centers
 the words “Dove knows you’re beautiful” printed
across the top
 The hash tags might also help create dialogue
about the real beauty campaign

16. CONCLUSION
 successful campaign would not only be crucial for
the future of the Dove brand, but it would also
benefit her career
 best to continue with the current real beauty
strategy
 They creating the customers mind as dove means
beauty itself.