“Hips Feel Good” –Dove’s Campaign for Real Beauty

For centuries, women have found it to be difficult to live up and be the standard “runaway model”. Women have the pressure to fit in to be considered beautiful since ads and media have distorted society in how they view and evaluate beauty. The false representation of models in the beauty commercials have made women want to replicate them even though they don’t know what’s behind the editing. Even though this is a huge matter, companies did not stand back but instead made more commercials that self-degrade women constantly, except one. The Dove Evolution Commercial- “Campaign for Real Beauty” focuses on the way they change women sending a strong message to women about beauty and what it really

Ulta’s bargaining power provides an important opportunity for industrial rivalry to reduced in terms of beauty products aimed at the international markets. Ulta already has a strong physical and online presence in the marketplace, which should make it much

That is, 50.90%. The second highest percentage falls under women that are aged 25 to 34, however this percentage is only 1 % less than the other. All in all, most women aged 14 and up purchase sun care products, however, the biggest contributors to the sales are the age groups mentioned above. Refer to table 11 below for the statistics.

The main function of the business to create a safe and natural company that the public is able to recognise as a brand that looks after the consumer. As a brand, we want to return the quality to the customer if they are trusting us to look after their bodies and needs. The statistics are alarming for all the nasty products placed in current beauty products: one in five of all beauty products contain chemicals linked to cancer, 80% contain ingredients that

Unilever launches a five year strategic plan- Path to Growth. In 2009, Unilever announces new corporate vision. And enters 2010 with a new strategy: the

Women always have doubts whether or not their bodies are good enough. Advertising companies found exploiting these doubts whether man or woman are very profitable. In an Aveeno Active Naturals ad featuring Jennifer Anniston; focus, lighting, and framing draw attention to her flawless skin feeding off women’s insecurity that their bodies are not good enough; nevertheless women could have as flawless skin as Jennifer’s if they use this specific product.

As a mother of a male and female child, I found it interesting that the video’s that we were asked to watch this week in our post included a male and female version. So I choose to view the Beauty Pressure and Dove Campaign for Real Beauty (male version) videos to see how they differ. The Dove Campaign for Real Beauty explained that because we put such an emphasis on the outward appearance of women that sometimes society does not realize what the beauty industry is doing to men (Jarvis, 2009). I believe that they are entirely correct because both of my children have dealt with the way society thought they should look like, but at different times in their lives. My son always played sports and decided at the age of twelve that he needed

Unilever, the maker of Dove, have really put themselves in it, so to speak. And there is no shortage of contrition:

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 quest for beauty is an endless endeavour at all times. Despite the old saying cautioning us that beauty is only skin deep, billions of dollars is spent on skin care products every year for men and women, young and old alike. In this multi-million-dollar industry, every company tries hard to maximize their profit. One of the most common methods they apply is market segmentation.

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.

When Dove first launched their “Real Women Campaign”, their target age group was women between 30 and 39 that had never used skin firming products. This age group was ideal for Dove to target because their current brand image was considered emotionally dated and

Kerstin Dunleavy needs to determine how to maintain the Dove brand’s momentum. The key objectives and goals of the Dove product line is to increase market share, develop a strong marketing campaign, retain functional strengths of the brand,

Dove’s Choose Beautiful campaign encourages woman all around the world to ignore media’s unattainable standards of beauty and replace it with a message full of female empowerment. The commercial features women all over the world, who as they enter a building have the choice between a door marked “average” and a door marked “beautiful.” This campaign began after Dove conducted a study that found “that only 4% of women around the world consider themselves beautiful; most say they’re average” (Chumsky, 2015). Many women say that they went through the average door without hesitating and feel that being beautiful is too far out of reach. They felt that society had labeled them as average

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).