Brand Communication Operation : Unilever's Dove Brand

They are women with incomes of $25,000 or more a year that care about their appearance and spend money on beauty products. They tend to have curly or frizzy hair. They are women that tend to use beauty salons and keep up with fashion and fashion trends.

In “The Fashion Industry: Free to be an Individual” by Hannah Berry, Hannah emphasizes how social media especially advertisements pressure females to use certain product to in order to be considered beautiful. She also acknowledges the current effort of advertisement today to more realistically depicts of women. In addition, these advertisements use the modern women look to advertise products to increase women self-esteem and to encourage women to be comfortable with one’s image.

The definition of true beauty continues to evolve as generations pass and new ones emerge. Ulta Beauty, a popular cosmetic store, sells products with the aim to make women feel confident in their skin. Their use of advertisements helps spread the word about new, improved product lines and reach out to potential buyers. Selling makeup is the obvious goal of a cosmetic store, but the kind of consumers they attract and how varies between different franchises. When a company displays their products in one shot instead of in a commercial, the task of conveying the message becomes harder. Ulta Beauty persuades women to purchase their products by pointing out buyers’ insecurities while still appearing to promote empowering feminist values.

Beauty is the quality of undeniable attractiveness possessed by a confident individual. Beauty is culturally valued because of its effect to make someone feel confident, creative, and unique. The beauty industry is expanding faster than ever because of the constant publicity it is receiving, whether it through social media, articles, or blogs. There are stores that are dedicated solely to all things beauty. One store in particular is Ulta Beauty. It is a beauty emporium where makeup gurus, or any ordinary person, could really get creative. Ulta’s popularity continues to grow because of its fun, colorful, and persuasive ads. An example would be an ad which contains a subtle, white, sparkly background, with vivid hues of purples, pinks, golds, and blues clustered together on the right side, with the words “All things beauty. All in one place. Go ahead, lose yourself,” and the large “Ulta Beauty” logo in the center of it all. The ad uses color, text, and gender appeal to connect to the value of beauty and to persuade women of all walks of life to shop there.

Cosmetic brand Maybelline New York has an emotional effect on a variety of individuals. Their company has not only attracted the attention of women but has caused women to identify themselves as fierce, daring, and most of all beautiful. Maybelline’s eyeshadow advertisement “The Blushed Nude” portrays a young women who is striking, bold and beautiful. Maybelline wants consumers to feel beautiful and their advertisement provides the image and desires a women seeks in accomplishing natural looking beauty. Women wish to identify themselves as beautiful and belong to a

While not having an official slogan, the deodorant brand, AXE, aimed for men, has implemented the idea that if one were to use an AXE product all over themselves, the sex crazed females will follow. This ideology is displayed through their numerous advertisements occupying billboards and television time slots. One of their ad’s in particular feature a man pouring the promoted AXE shower gel all over himself, reflected with a slender woman smearing whip cream over her chest to suggest promiscuity. Conversely, the toiletry brand, Dove, has launched their Dove Self-Esteem Project which aims to influence awareness surrounding women 's self-esteem and the confidence needed to reach their full potential. A great portion of Dove’s running commercials encourage body positivity in woman of all sizes. More specifically, many of their ads aim to discredit the stereotypes women

In the article, ‘“Empowering” my Ass” (2017), Gaby Del Valle asserts her opinions on the issue of women-centered advertising. She views the concept of “empowertising”, as coined by Andi Zeisler, as just another scheme companies have implemented to make more money. Del Valle forwardly states: “The messaging has changed, but the purpose remains the same: Companies want you to buy their shit, and they’re happy to trick you into thinking consumerism is a form of self-expression to do so.” She provides examples of companies and aspiring brands who have recently begun integrating the concept of women empowerment into their advertising techniques. Brands such as Dove, Blink Fitness, Nike, and Aerie have all benefitted from spotlighting the idea

Dove gives the message ‘You are beautiful to way you are’ to all women to show that they are valuable. Also company tries to make women encouraged in order to believe what they say in their

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

Since similar standards for beauty have been created by advertisements have been around for so long, women do not know they have been manipulated and now accept them as true. Because of this, this advertisement’s portrayal of a “beautiful” woman is an effective strategy to convince women to buy the Be Delicious perfume.

The Dove campaign for Real Beauty was the brainchild of Ogilvy & Mathers, Edelman Public Relations and Harbinger Communications (to be referred to as simply Ogilvy) and the project was known as the “Evolution” campaign. The marketing campaign began in 2004 under the corporation known as Unilever. This diversified conglomerate is the parent company to the Dove Company’s line of beauty and body products. The campaign began as a result of survey conducted in which only 2% of women believed they were “beautiful.” Unilever saw an opportunity to reach a saturated market from a fresh perspective. After hiring Ogilvy, the message grew into one of the most successful advertising campaigns in Unilever’s storied history.

Dove was developed in the United States as a non-irritating skin cleaner for pre-treatment use on burns and wounds during World War II. In 1957, Dove bar reformulated as a beauty soap bar. In 1970s, the company launched promotional campaign for shop’s mildness as found in the study that Dove to be milder than 17 leading bar soaps. Through the years, Dove has expanded its product line to body wash, facial cleansers, moisturizers, deodorants and hair care products. In 2005, Unilever’s Dove product line revenue reached $3 billion. However, even though these events make Dove appear as a flawless brand, both Dove’s sales and market share were dwindling and the competition remains on the rise. Thus, under the management of

This essay will analyze the brand Dove from its evolution in 1957 to present day. To introduce Dove, it is apart of Unilever group of brands, they first started with their “Dove Beauty Bar” and have now expanded to a range of products including, facial cleansers, deodorant, shampoo, conditioner as well as body washes. Dove’s biggest competitors are, Nivea, Neutrogena, Olay, Garnier. Dove sells products for both men and women however it can be said that their advertising strategy is devoted mostly to women of all ages and ethnicities. The overall brand idea, is to make women feel good in their own bodies this is evident through the brand values which consist of self love, empowerment and beauty. Dove has created a positive brand image for itself through its products being, cleansing, feminine and welcoming, which are all characteristics which many woman look for in a product. It can be said that Dove is unique as it’s advertising strategy has positively developed since it was established in 1957. They seek set themselves apart from all competition through the use of campaigns which create a brand awareness. This essay will explore how advertising and brand communication have positively developed since the creation of Dove through the analysis of their “Real Beauty” campaign in chronological order from oldest to most recent. It will also explore how in their advertisements Dove challenges societal stereotypes in order to attract consumers to their product.

Dove had developed self-confidence work shops for women and girls, which are in line with its objective of maintaining the “Real Beauty” image. Using women from different ethnic background is also a good strategy for Dove to continue. This strategy welcomes international women differences and Dunleavy’s team gained a competitive advantage by using women of all shapes, sizes and color.

Promotions in the marketing mix of Dove: Dove has strong brand awareness in the consumer market because of Dove’s branding and advertising. Marketing policies are the reason why Dove gets success. Campaigns and advertisement improve the brand image and build a positive impact on consumers’ minds (Bhasin, 2016). Dove’s advertisements are aired on various channels of television and radio. Dove has advertisements in newspaper, magazine, and billboards as well. Dove used an unusual promotional strategy for the products. Dove decided to use the ordinary women who look extraordinary after using Dove products in the advertisement rather than celebrity. Dove created a good customer base with the “Real Beauty” that the context about confidence in the advertisement (Bhasin, 2016).