The Dove Campaign For Real Beauty And Its Effectiveness

Beauty. What is it? Where does it come from? What should we do with it? These, among others, are questions widely debated in today’s society. As Charles Darwin once said, “It is certainly not true that there is in the mind of man any universal standard of beauty with respect to the human body” (source G). Using this and many other points from varying sources I will answer these long disputed questions. So what is beauty? People most often think of beauty as a very specific standard you have to reach or you don’t fit in. You know those rules: long hair (preferably blonde), long legs (tan, of course), very slender, and a great fashion sense. In fact, 57% of women agree that “the attributes of female beauty have become very narrowly

For the past century, the ideal beauty has been revolving in a circle, what was popular 20 years ago, is just working its way to the surface again as the ‘new’ ideal beauty. The ideal beauty has constantly changed and it is impossible to predict where it will be in the

The Beauty Myth’s central argument is the growing standards of physical beauty of women as they grow stronger. This standard has affected women in many ways, such as in the workplace, culture, and religion. The standard has taken over the work of social harassment. The beauty myth expands the belief an unbiased measurement of beauty exists and that women want to express it and men would want that women. The author, Naomi Wolf, states that the beauty myth is not about women themselves, it is about the power of men and their society. The myth supplies power to multibillion dollar cosmetics industries and it keeps women from rising too high in the workplace. Within this book, Wolf shows how the beauty myth functions and affects women in the workplace, media, sex, religion, culture, violence against women by men, and by women themselves in the configuration of cosmetic surgery and eating disorders.

As of recently, the media has been flooded with positive interpretations of beauty standards all over the world. According to various sources, beauty ideals, in women especially, are socially constructed in order to judge a person’s value based on physical attractiveness; therefore, it is highly encouraged that people pay attention to their looks and take care of themselves, in order for others to create a positive first impression of one’s character. It is no secret that beauty standards vary from one culture to the next and it is difficult to establish a universal principle of what is considered beautiful. Many countries’ ideals contrast one another and, as a result, allow for stereotypes to emerge. This is the case between American

There is a cliché quote that people say, “Beauty is in the eye of beholder.” But in the essay “The Ugly Truth About Beauty” (1998) Dave Barry argues about how women who spend countless hours on their so called “beauty” whereas men seem not to care. Barry uses juxtaposition and exaggeration to poke fun at men and women behavior and shed light on the harm that the beauty industry is doing. When Barry argues his point of his essay he addresses both genders, but more specifically teenage to middle age men and women, but he writes about it in a humorous and light-hearted manner.

What does being beautiful really mean? It is the possessing qualities that give great pleasure or satisfaction to see, hear, or think about. It goes way beyond the looks but what is within. The media seems to have a different view on beauty. The concept to tell someone what they are or what they should be, is what the media exhibits to society with ideal females known as “models.” In Curtis Sittenfeld, “Your Life as a Girl,” she describes the life as a female and the way they are being viewed. Although all females are beautiful, they feel like they need to appear a certain way to be categorized as such. Living in a world where others opinions are more powerful than one’s own, makes it harder for women to actually consider themselves as being beautiful.

The argument of The Beauty Myth is that as women have received more eminence, the standard of their personal appearance has also grown. Wolf’s position on the issue is that this type of social control is potentially just as restrictive as the traditional roles of women. The Beauty Myth discusses how society’s viewpoint of beauty is detrimental to women because it causes many emotional and psychological problems to women who strive to become “perfect”. This book is important due to the fact it raises awareness to the issues that many young women are currently facing.

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

It 's not a mystery that society 's ideals of beauty have a drastic and frightening effect on women. Popular culture frequently tells society, what is supposed to recognize and accept as beauty, and even though beauty is a concept that differs on all cultures and modifies over time, society continues to set great importance on what beautiful means and the significance of achieving it; consequently, most women aspire to achieve beauty, occasionally without measuring the consequences on their emotional or physical being. Unrealistic beauty standards are causing tremendous damage to society, a growing crisis where popular culture conveys the message that external beauty is the most significant characteristic women can have. The approval of prototypes where women are presented as a beautiful object or the winner of a beauty contest by evaluating mostly their physical attractiveness creates a faulty society, causing numerous negative effects; however, some of the most apparent consequences young and adult women encounter by beauty standards, can manifest as body dissatisfaction, eating disorders that put women’s life in danger, professional disadvantage, and economic difficulty.

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.

Together, we can lower the numbers of people dying from eating disorders and cosmetic surgeries by resisting the beauty ideal. We can choose “to not participate in the beauty rituals, to not support the industries that produce both images and products, and to create other definitions of beauty” (WVFV, pg. 232). The most crucial and easiest solution is to create other definitions of beauty. Ultimately, it is up to the individual to decide what is beautiful. What if someone decided that the only thing that could contribute to one’s beauty is who someone is on the inside? Wouldn’t our world be a completely different place? Instead of

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.

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).