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Karatina University *

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Business

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Nov 24, 2024

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pptx

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THE DOVE CAMPAIGN FOR REAL BEAUTY. Students Name Affiliate School Professor Date
Introduction The following study presents an analysis for a campaign. The analysis focuses on the success, failures, strengths, weaknesses, threats, opportunities and controversies. Most brand in the current market struggle to get their consumer attention. When they try brand themselves some controversies may develop form their campaign. To get a close look to such a campaign scenario, the study will focus on Dove company Real Beauty Campaign.
About Dove “Personal care and skincare brand Dove is the flagship product of Fast Moving Consumer Goods giant Unilever.” Dove, which means “dove”, first flew to the US in 1957 as a brand of functional soap, and the product itself was intended exclusively for a female audience. Later they expanded the range and made it available also for the men's segment.
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• After years of hard work, Dove has earned universal love and a good reputation. • They completely changed our idea of how to present the most ordinary products for personal care and at home. • They made a powerful breakthrough in the beauty industry. About Dove Cont.
Real Beauty Campaign With the creation of the Real Beauty concept Dove became a true innovator in its industry. Dove decided to connect him with real people rather than using pretty actresses and models. That is, to portray them in a realistic light without the use of professional lighting or makeup. This became the brand's specialty and helped it connect with customers.
Real Beauty Campaign (Slogan)
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Real Beauty Campaign (Pledges) • They had various pledges for their campaign as follows Feature real women and not models They show and portray women as they are in real life without exaggerations or alterations. They help girls and women attain self-esteem and confidence
Real Beauty Campaign target • Real Beauty campaign brand's specialty and helped it connect with customers. • Their target consumer were all women despite of color and beauty. • The aim of the campaign was to help women appreciate their natural beauty
Success of Real Beauty Campaign • Increases beauty products awareness • Helped women have more self-esteem • Helped women and girls embrace some “imperfections” • Managed to challenge negative stereotypes about women and their beauty.
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Failures of Real Beauty Campaign • Only focused on female products losing men’s products market. • They predominantly used only Caucasian women and less focus women of other races. • Conflicting interests with other campaigns is also considered as a failure.
Strengths of Real Beauty Campaign • Women felt more comfortable with their looks and their little imperfections. • Managed to partner with Girl Scouts of USA and the Global Advisory Boards due to their popularity. • Became the leading brand for beauty products and soap bars. • With Unilever ownership, the brand had and have a promised expansion in different markets. • The Campaign also received support from a feminine view leading to more sales and popularity.
Weakness of Real Beauty Campaign • Their campaign failed to capture male market and thus less popular among most men. • The campaign opened a channel foe their competitors who portrayed more diverse pictures of real beauty. • Could not thrive in some of their major products such as deodorant.
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Criticism of Real Beauty Campaign They have been criticized since their present certain percentages of racism. Some critics argues that the campaign focus on beauty alone showed that, beauty is the only thing in women to be proud of. Some sketches used were practically unattractive to some people. • Criticized Sketch on being unattractive
Controversies of Real Beauty Campaign • The use of fake patches and hand made sketches raised originality issues for a brand that promoted embracing original beauty. • Some controversies claim that Dove products are tested on animals. • Provocative messages • The ads blamed women for how they felt instead of blaming the society who still have some beauty stereotyping.
Conclusion
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