Dove campaign for real beauty

UNILEVER’S CAMPAIGN FOR REAL BEAUTY

UNILEVER INTRODUCTIONAnglo-Dutch company.Formed in the year 1930 by the merger of “British soap makers lever

brothers” and “Dutch margarine producer union” in Rotterdam.House of brandLeading manufacturer & marketer of foods beverages, personal care

products.Famous brands are knor,surf,vaseline,sunsilk,lux lifeboy,dove etc

EVOLUTION OF DOVE1940-Dove soap bar1950-Dove beauty bar developed1960-Dove beauty bar launched1970-Leading brand of cleaning bars1990-Dove body wash launched1995-Range of beauty products2001-Dove deodorants line2003-Dove hair care line2004-Dove firming line

SURVEY

BeautifulAttractiveAverageNaturalOthers

A survey conducted in 2004 in 10 countries.

CASE OUTLINE

CAMPAIGN FOR REAL BEAUTY In September 29, 2004, Dove launched “Campaign for Real Beauty”.The ad campaign was designed by Ogilvy & MatherThe PR was handled by EdelmanRaise Consciousness of the issues surrounding beautiesPurpose was to challenge the stereotypes set by the beauty industry. Intended to make more women feel beautiful everyday.

CAMPAIGN FOR REAL BEAUTY Release Of a Global, Academic Research Study That Explores The

Relationship That Women From Around The World Have With Beauty And its Links To Their Happiness And Well-Being

Advertising That Inspires Women And Society To Think Differently About What Is Defined As Beautiful.

Fundraising Initiatives (Sponsored by the DOVE SELF-ESTEEM FUND) To Help Young Girls With Low Body-Related Self Esteem.

CAMPAIGN FOR REAL BEAUTY

68% agree with the fact that unrealistic standards of beauty exist in the media & advertisement world.

47% agreed that only attractive women are portrayed in popular cultures.Over 85% believed that beauty could be achieved through attitude & spirit.

EVERY WOMEN HAD SOMETHING BEAUTIFUL ABOUT HER

WHY CFRB??Real beauty comes in many shapes, sizes and agesDeclining Sales --- lost in crowded market

Increased competition

Advertising clutter

Stagnation in one or two categories --- In spite of increase in product range

Need for Brand Positioning --- Evolve brand image without losing their existing customer base and driving aggressive growth

PROMOTIONSTV CommercialsWebsiteBillboardsPanel Discussions Interviews Invitational mobile marketingSuper Bowl XLThe Dove Self-Esteem Fund

DOVE SELF ESTEEM FUNDObjective of building self-esteem of young girls.Education about the wider definition of the term “beauty”.“Uniquely Me” campaign started with girl scouts of USA.

SWOT ANALYSIS

STRENGTHSWide market with quality products Inspiring AdvertisingEmotional appealGood Public RelationsPositive self imageThey broaden the stereotype definition of BEAUTY.Free publicity during campaign

WEAKNESSESMore identified with Soap by Consumers.Contradiction from other productsObjectificationCriticism of HypocrisyContradictory in natureFocusing in Real beauty rather than their product.

OPPURTUNITIESTarget male customersPromotion of their productsNew slogans Innovations

THREATSBrand for “Fat girls”. Involved high market risk.Copy by competitors.Sustainability of Campaign. Increased competitions

SUCCESSSales of firming lotion in UK rose by 700%Sales in the US went up by 11.4% Revenues for 2005-(39.67 billion & employed 206,000)Firming Lotion sales 1st six months 2004- 2.3 million bottlesTotal Sales for the Dove Brand rose 6% No. of visitors to website increased by 200% Grand EFFIE award for advertising effectiveness(M & O)Silver Anvil Award for PR(Edelman)

CRITICSObjectification of women in media.A wolf-in-sheep’s-clothing approach.Ads featured thin models in Japan and Hong Kong.Ads played on women’s obsession with their bodies.

Our perspectiveThey featured real women in their campaign as models were too perfect for

most women to aspire for. Also the idealized images of models and supermodels left the consumers feel bad about their own body image and hurt their self-esteem.

They broaden the definition of “ beauty” They use effective ways of campaigning.The cfrb website had various tools that helped bolster self-esteem of the

young girls. In all these ways they grabbed the attention of the customers.The campaign was quite different from the conventional approach in the

beauty industry.Also free publicity was given It broke the rule of the advertising business that “ only beautiful models

sell”

THANK YOU