Culture And Social Needs Of Dove Soaps

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.

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

Moreover, as Richins (1991) reports, women always make social comparisons between the advertising models and themselves. As a result, advertising images create negative affect and increases women’s dissatisfaction with their own appearance. Since those images are edited through the consistent usage of digital technology, these idealized images do not portray women in a healthy manner. Indeed, these enhanced images would give these young girls the impression that they need to be ‘perfect’, just like these ‘fake’ images. According to Reist in ABC’s Gruen Session (2010), ‘young women get the message that they need to be thin, hot and sexy just to be acceptable’ in this society. Therefore, by generating the wrong perception of real beauty, the responsibility is pushed to the marketers, as they portray women with this stereotypical body type as acceptable. In addition, as the brand, Dove’s tagline in its advertisement - What happened to the ‘real beauty’? (Reist, 2010), marketers need not market their products in manners portraying women as airheads. Consequently, marketers gave most consumers viewing the advertisement, the wrong impression that

Vivel luxury Soap ad uses the rhetorical appeal logos to further give it audience important information about the product. Main while logos refer to a means of persuasion through logic and reasoning. Vivel luxury uses logos by showing what the product does to the skin, “deeply nourish the skin, cressing the skin, making it butter soft and protecting the skin.” the ad also indicate what the product contains “Butter of Shea and Olive” it also states that the product nourish, moisturize and protects the skin in three different actions (nourish, moisturize and protect). By stating these facts, this will make women want to buy the product, knowing the fact the product does all the things listed for the Skin.

Beauty standards are portrayed everywhere: on magazines, social media, ads, commercials, and even flaunted among peers. While the ideals are supposed to promote health awareness, fitness motivation, and self love, it unfortunately results in many unfavorable consequences. Women are constantly “penalized for not being beautiful and at the same time are stigmatized, even pathologized, for not feeling beautiful, for having low self-esteem, for engaging in behaviors like dieting and excessive exercising, or for having eating disorders” (Johnston and Taylor 954). Beauty standards are unrealistic and unhealthy to pursue, and misinforms the public on what true beauty is. While not all beauty image ideals promote negative feelings and dissatisfaction, many believe that the negative effects far outweighs any positive effects.

The adventure of becoming a successful brand with the launch of Cream Bar in the United States begins in 1957. Dove is Unilever's fastest growing and momentum as time goes on after this launch is one of the brands. World launch of Dove is started in 1991. The brand went to meet with consumers in 55 countries in total by the end of 1994. Thus, the Dove family kept expanding. Successive face and body cleansing products, skin care, deodorant and hair care products with the launch of Dove continued to grow rapidly. Today, Dove, and the difference in quality that will redefine the standards of the category that enters through any personal care, personal hygiene brand to the world's expert.

The detail full version of this table is presented in appendix 1 in page number 8 (Hopkins, 2009).

Now, let’s get the facts straight about “Beautiful” people’s self-esteem. Our self-esteem has been affected by the “Beautiful” people. We either have high or low self-esteems and the environment that we live in creates it. At work, school, and home we are surrounded by beautiful people with high self-esteems. The not so pretty people have low self-esteems towards the world and themselves. Dove gives plentiful facts about self-esteems related to beauty. Dove Self Esteem Fund, company, in the article "Real Girls, Real Pressure: A National report on the state of Self-Esteem" (2008), analyzes that girls have a lot of pressure due to emotional stress with ourselves. Dove gives a lot of ethos to back up each statement said. Dove talks about kids and parents in order to get to kids and parents to be involved in a positive way. This article attracts audience as young kids, teens, and parents. Parents also contribute to kid’s low self-esteem issues. Real Girls, Real Pressure: A National Report on the State of Self-Esteem, commissioned by the Dove® Self-Esteem Fund, reveals that there is a self-esteem crisis in this country that pervades every aspect of a girl’s life including her looks, performance in school and relationships with friends and family members (Dove). Self-esteem is a key issue in the world. In the article it’s revealed as a crisis in the country and it’s mostly about beauty.

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

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.

Often times, women are pressured by the mainstream media to upkeep a stellar appearance. They are expected to measure up to high standards without question. Even before most girls reach puberty, commercials are bombarding them with small Barbie esque makeup kits filled with lip glosses and chalky eyeshadows. The impact it has on impressionable children, both girls and boys is something that will likely last a lifetime if unlearned. Cosmetic companies who are marketing to young ladies say they can simply improve their looks to gain acceptance from their peers if they use the products they are selling. The makeup industry is a multi million enterprise that makes a profit from women’s insecurities and amplified pressures from society as a common tactic many cosmetic campaigns use is to push women to embrace the ‘natural look’ by providing products that will make it appear as if the individual is not even wearing makeup. Companies will spout out that with these products, the end result will be ‘you, but better.’ It is somewhat of an underlying and slightly manipulating slogan, as if to say how a woman appears could be improved because it is lacking in the moment. This distorts how we all believe how a woman is suppose to look.

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).