3. Situation
Strengths
• Growth in Annual Sales-$ 2.5 billion
to $4 billion
• #Choose Beauty=6 Million YouTube
Views
Opportunities
• Empowered Women Trend is still
growing
• Emerging Quarter Crisis Trend:
Millennial’s anxiety over early signs
of aging
Weaknesses
• Brand value is being questioned
• Critics say since 2013 that our
message has become “tiresome,”
“preachy,” and “phony”
Threats
• Our competitors have launched
similar female competitor campaigns
= resonates
• Gender Roles=core consumers wants
and needs have been changing over
the last decade
4. Problem
Dove is struggling to
communicate a meaningful
and relevant message that
appeals to evolving target
consumers .
5. Recommendation
• Expand on definition of beauty
• Solve the problem of desire
• Refocus message on how our
product benefits the needs of
target demographic =
• To restore brand equity
6. The “Boss Babe”
Gen Y: Females ages 29-35
• Socially Confident
• highly ambitious
• value authentic brands & social
responsibility
• Weakness: Driven by fear of failure
– Stress & Age Anxiety
• Empowered role models
• Confidence in capabilities inspires
Self-esteem
• Outspend Boomers by 2017
• $54 million in spending power
• Let’s inspire them=tap into fears!
7. Key Thought
For ambitious, but stressed out Gen
Y females, Dove offers vitality in
personal care products that revives a
genuine glow .
*Strength to succeed =Make Yourself
Rationale:
• Skin care products with pro age
benefits
• Socially responsible
• Authentic brand promise
8. Support
• 39% of women ages’ 25–34 say anti-aging is an important benefit they
look for in facial skin care products
• Women, age 25–34, represent 18% of all facial skin care users in the U.S.
• On average use 3 facial skin care products in a day
• Moisturizing, acne prevention, and sun protection are the most
important benefits they look for in a facial skin care product.
• 49% of millionaire investors from Gen Y say social responsibility is a factor
in their investment decisions.
www.npd.com
9. Execution
Reach
• Apps, FB & Instagram:
#makeurself campaign
– 85% of millennial own
smartphones
– Check them on average 43
times a day
• Vogue or Elle: Print Ad
– 64% of Gen Y discover ads in
fashion magazines
• Website/Reviews: Contest
– 59% of Gen Y research product
reviews before they make a
purchase
www.npd.com
