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SHADES OF
BEAUTY
OVERVIEW OF THE CASE “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.”
PHILIPPE HAROUSSEAU
DOVE’S MARKETING DIRECTOR
• “I FEEL LIKE A 65 YEAR OLD CINDERELLA.” - MARY
1940 – DOVE SOAP BAR1960 – ORIGINAL DOVE BEAUTY BAR1980 – LEADING BRAND.1990 – DOVE BEAUTY WASH.1995 – EXPANSION IN RANGE.2001 – DOVE ANTI-PERSPIRANT.2003 – DOVE HAIR CARE LINE.
2004 – BODY FIRMING LINE.
SEPTEMBER 2004 – LAUNCHED CFRB.
2005 - WORLD’S LARGEST CLEANSING BRAND.
BOOST SELF ESTEEM
REDEFINE BEAUTY
GOAL OF THE CAMPAIGN
ABOUT THE STUDY AND METHODOLOGY
• The RTABS was commissioned by Dove, one of Unilever’s largest Beauty Brand.• Understand - women, beauty and well-being and the relationship between them,
globally.• Concern- limited portrayal of beauty• Dove’s mission was to explore emperically
– How women define beauty– How satisfied they are with their beauty– How they feel about female beauty portrayal in the society.– Weather it was possible to think and talk bout female beauty in a more authentic,
satisfying and empowering way.• The Study managed by StrategyOne – specialist applied research firm based in
New York.• Collaboration with Dr. Nancy Etcoff of Harvard University and Dr. Susie Orbach of
the London School of Economics.• The findings are based on quantitative data collected from a global study of 3200
Women ,aged 18 to 64, conducted across 10 countries.• Telephonic Interviews.
Description of One’s LooksTotal Respondents
All figures in percentages. Excludes none of these, don’t know and refused
Natural AverageAttractive Feminine
Good-looking Cute Pretty Beautiful
Sophesticated Sexy
Stunning Gorgeous
USA 21 27 18 5 4 9 7 3 2 2 0 1
CAN 36 25 12 3 8 10 2 1 2 0 0 0
GBR 27 31 20 5 3 3 5 2 2 2 1 1
ITA 37 12 4 9 9 9 17 2 0 0 0 0
FRA 43 13 6 8 11 9 5 1 0 0 1 0
NLD 28 28 9 19 0 1 9 3 1 1 0 1
PRT 22 37 3 9 13 11 1 2 1 0 0 0
BRA 20 42 5 8 8 7 1 6 1 0 0 1
ARG 40 10 8 13 16 1 2 3 2 1 1 1
JPN 43 26 2 3 2 6 0 0 2 1 3 0
All figures in percentages
Description of One’s Looks
Discomfort in Describing Oneself as BeautifulTotal Respondents
“I do not feel comfortable describing myself as beautiful”
All figures in percentages.
All figures in percentages.
Discomfort in Describing Oneself as Beautiful“I do not feel comfortable describing myself as beautiful”
strongly agree
All figures in percentages.
Defining One’s WeightTotal Respondents
Reality - Obese/Overweight Perception - "Too High"
USA 62 60
Canada 40 54
UK 57 57
Italy 36 32
France 47 45
Netherlands 42 42
Portugal 60 39
Brazil 47 51
Argentina 54 30
Japan 23 52
All figures in percentages.
Perception of Weight vs. The Reality of Weight
Satisfaction with Factors in one’s LifeTotal Respondents
All figures in percentages
All figures in percentages.
Importance in Making “ You” Feel BeautifulTotal Respondents
Importance in Making “ You” Feel BeautifulTotal Respondents
All figures in percentages
Importance of Attributes in Making Women Feel Beautiful- (1 of 2)
Total Respondents
All figures in percentages
Importance of Attributes in Making Women Feel Beautiful – (2 of 2)
Total Respondents
All figures in percentages
The Media and BeautyTotal Respondents
All figures in percentages
18-29 30-44 45-64
I wish female beauty was portrayed in the media as being made up of more than just physical attractiveness 76 76 76
I wish the media did a better job of portraying women of diverse physical attractiveness - age, shape and size 75 75 73
The Media and Beauty
All figures in percentages.
Better Ways to Depict Women in the Media Total Respondents – Top Two Choices
All figures in percentages
USA CAN GBR ITA FRA NLD PRT BRA ARG JPN
Women of different body weights and shapes 60 52 63 44 57 47 37 41 46 20
Women of different ages 29 31 33 47 39 42 36 54 45 30
Everyday women as well as models 48 46 52 39 34 48 19 41 33 9
Women of different ethnic backgrounds 22 28 20 17 21 23 28 28 18 14
Women active in their lives 13 18 10 26 17 8 30 20 26 37
Models without enhancing the way they look 15 12 13 13 8 22 14 14 10 31
All figures in percentages.
Better Ways to Depict Women in the MediaTotal Respondents – Top Two choices
CONCLUSIONS• The word “Beauty” has become functionally defined as “physical
attractiveness”. • This definition is communicated through the media .• Women try to achieve it.• Since this idea is difficult to achieve, women find it difficult to think of
themselves as beautiful.• This leads to unhappiness and low self esteem and self worth.• The study outlines the components of beauty clearly.• Along with physical attractiveness, the components also include happiness,
ki ndness, wisdom, dignity, love, authenticity and self-realization.• Women believe that media can also be a force for reconfiguring the image of
beauty it has perpetuated.• True beauty should be the new standard – with the unprecedented power to
open minds and move emotions.• The challenge for Media is to know true beauty, feel it and represent it
faithfully in the ways they speak about it.
LET’S CELEBRATE CURVES
USE SUNSILK
USE DOVE
MARKETING STRATEGIES
• PROBLEM RECOGNITION.• CAPTURING MARKETING INSIGHTS.• CONNECTING WITH CUSTOMERS :-
ESP Vs USP• TWO PHASE MARKETING• NO PAGE LEFT UNTURNED
• WEBSITE• MOBILE OUTDOOR MARKETING.
• PRESS RELEASES AND MEDIA DEBATES.
• BRAND POSITIONING.
• EYE CATCHING BILLBOARDS.
• REAL LIFE MODELS
CRITICS• “FIRMED UP BEAUTY” OR “REAL BEAUTY” ?
• REAL LIFE MODELS DEFYING BEAUTY STEREOTYPES ?
• DID THEY REALLY FEATURE PEOPLE WHO WERE UNACTRACTIVE ?
• THE MODELS WERE NOT GLAMOROUS BUT WERE STILL FEATURED GLAMOROUS.
• WOULD U LIKE TO SEE A FAT THIGH LIKE THAT
• EVERYDAY ?
• IS IT