Unilever launched the Campaign for Real Beauty (CFRB) in 2004 to promote a broader definition of beauty using Dove products. Prior concepts of beauty were narrow, focusing only on youth and certain physical attributes. The CFRB aimed to challenge stereotypes and encourage discussion. Research showed that advertising did not reflect consumers' views of beauty. Dove continued surveys in 2005 and 2006 that reinforced earlier findings and informed their marketing strategy of using inclusive messages to attract customers by positioning soap as a beauty product at an initially low price. Some critics argued Dove's messages contradicted selling products aimed at physical changes, but the campaign was largely successful in branding.

2. The old Soap concept
•The Old Soap concept means ,Only used for bath and
there is a narrow concept for beauty of women.
•Simple Soaps are used by women and men both
•Less numbers of women soap are in market
•Campaign for real beauty is not in market

3. Real definition of Beauty
We want to challenge the definition of beauty.
We believe that beauty has become too narrow in
definition. We want to defy the stereotype that only the
young, blond and tall are beautiful

5. The CFRB was launched as a global campaign by
Unilever in September 2004 to promote its Dove
range of personal care products. The Dove brand
was one of Unilever's leading personal care
brands, with products like soap, body-wash,
shampoo

6. The stated aim of the campaign was to act as a catalyst to broaden
the definition of beauty and encourage discussion about its aspects.
Unilever's consumer research studies had indicated that beauty
advertising was out of sync with its consumers.
Marketing Strategy to attract the Customer
Specially a Soap only for Women
Its in the concept of the Cosmetics
Price is initially too low compare to other beauty products (Like
Facials,Qutatations) etc
The Campaign Slogan is "Campaign for Real Beauty"

7. Dove Continues to Listen and Act
In 2005, Dove commissioned another global study to
understand the perceptions of women with regard to
beauty. Around 3,300 women, between the ages of 15
and 64, were interviewed in Brazil, Canada, China,
Germany, Italy, Japan, Mexico, Saudi Arabia, the UK,
and the US. This study further reaffirmed the findings
of the previous study conducted in 2004

8. The study surveyed around 3,200 women
from 10 countries (Argentina, Brazil,
Canada, France, Italy, Japan, Netherlands,
Portugal, the UK, India

9. This is the Camping made by Unilever in 2006 that
every girl is beautiful in the world no matter you
are fat,ugly,black,tall,short what else
The Camping is known as Super Bowl Concept
Many people, including experts, appreciated Dove's
efforts toward changing perceptions of beauty in
advertising through the use of refreshing ads that
made women feel good about themselves

10. Some critics felt that Dove's 'Real Beauty'
campaign was contradictory to the very ideas
espoused by it. This was because it aimed to
convince women to buy Dove's 'Firming' range, a
product that was designed to reduce cellulite
But the Dove has got the real success in branding
strategy