Dove Case

This paper will attempt to explain how the telegraph contributed to the development of mass media.

Cosmetics: In 1909 Gordon Selfridge had opened the first cosmetics counter to allow women to ‘try before you buy.’ By the 1920s, every pharmacy and department store in the world included makeup counters. The previous stigma attached to makeup was gone and women felt at ease scrutinizing the latest powders, vanishing creams, pan sticks, lipsticks and mascaras (or mascaros as they were known in the 1920s).

In this paper there are three main topics that are going to be covered. They are alternatives to animal testing, animal testing in cosmetics, and the news in the cosmetic industry related to animal testing. For this paper there were four sources that were evaluated. All of them had a few things in common and through that it was easy to link them together through three different subtopics that will be evaluated later in this paper. The first source that I will be using is “The Science of Dermocosmetics and Its Role in Dermatology”. This article was written by Dreno, B., E. Araviiskaia, E. Berardesca, T. Bieber, J. Hawk, M. Sanchez- Viera, and P. Wolkenstein. The second article that will be effective in this essay is “New

3.     Because of this incident, the Food and Drug Administration passed the Federal Food, Drug, and Cosmetic Act in 1938 to protect the public from unsafe cosmetics and resorted to animals for testing dangerous cosmetics.

Many of the cosmetics that we use every day have also been tested on animals. The number of animals used for cosmetic testing has been greatly reduced as the potential hazards have been eliminated. Products such as sunscreens, anti-dandruff shampoos, fluoride toothpaste, and anti-acne creams could not have been proven safe without the use of animal testing since they contain ingredients that cause a chemical change in the body that could be harmful, even deadly. Without these safety tests, it would be impossible to ensure that these products are safe.

Argumentative Essay (Disagree) With the demand of cosmetics and skin care being higher than ever, it is exceptionally important that the condition of these products is safe for human handling. For years, the seemingly best way to achieve this level of safety has been to test on animals. Discussions on this topic include many fallacies and misunderstandings that persuade the general public to support animal testing. However, it is no misconception that a cosmetic item is not worth the degree of agony and suffering these species experience in these tests.

The year 1922 brought about the revelation that animal testing could not only be used to develop medical research but to ensure the safety of cosmetic products. With the consequences of ‘Lash Lure’ the issue of animal testing was brought to the forefront. Though it was not so much considered an issue but rather a necessity and the preferable option over risking the use of a possibly harmful cosmetic. This philosophy and mind set has since changed, with alterations in governmental values,

Company conducted a survey in order to determine the segmentation of people who would like to prefer fragrance and moisturizing cream in the skin care products they use.

The huge success of L'Oreal Plenitude in French as the premium skin product with "class to mass" strategy was the primary reason for L'Oreal to expand the product to US market. The company started to enter the US market skin care in 1989 through mass channel by introducing the entire product line (14 SKU's) that had been developed in France, instead of launching the product one by one. Before Plenitude entered the US market, L'Oreal had had good reputation for its cosmetic and hair product, so the name was critical to sell the products. The company used the same formula "star" system in advertising as in France by putting bulk of dollars on the newest, most technologically advanced product. Even though Plenitude had a

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.

At the beginning of television news an arrangement existed between television journalists and the public. It was look at as that in modern times promotion journalism was normal. The United States was the modern, broadminded leader of the free world. When Walter Cronkite reported on the daily count of deaths of American soldiers in Vietnam, in lead to the antiwar disapprovals of the 1960s. One man changed how the United States look at the war with his power and influence to change people opinions. (Mann)

It has continuously adopted differentiate strategy to differentiate and introduces various product variation to keep itself best brand and customers choices from its competitor mainly Pepsi company. It has partnered with various vendors and company to continue on innovation and customize its product packing.

Neutrogena uses a slow, more expensive manufacturing process to mold its fragile soap. In choosing this position, Neutrogena said no to the deodorants and skin softeners that many customers desire in their soap. It gave up the large-volume potential of selling through supermarkets and using price promotions. It sacrificed manufacturing efficiencies to achieve the soap’s desired attributes. (trade-offs that protected the company from imitators)

Consumers are concerned about product safety and the use of animal testing by cosmetic companies.

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).