What Do Women Mean By Real Beauty?

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.

In 2004 , In England, Dove started the Campaign For Real Beauty , with the aim to make women feel confident about their physical appearance no matter their age and their size.

For over 105 years, L 'Oréal Group has been dedicated to the business of beauty. It is the global beauty leader in 130 countries. The worldwide beauty market is, to me, highly interesting to develop and analyze because of its specificity. The fact that success in this particular industry depends on different factors—such as the importance of image and communication—makes it more complex for a company to set up and implement clear guidelines. In addition, the size of an organization that operates globally, present in all distribution channels in markets that have sometimes opposite characteristics, is another incentive for analyzing the objectives, the strategy and the tactics of a company such as L’Oréal. With 28 international brands, the Group achieved in 2013 an annual turnover of € 23 billion and has 77,500 employees worldwide. L 'Oréal relies on excellence in research and innovation and on 4000 researchers to meet all beauty aspirations in the world and the Group 's objective to conquer a billion of new consumers in the coming years. Also, through its program "Sharing beauty with all" L 'Oréal is making impressive commitments on sustainable development throughout its value chain for 2020 (“STRATEGIC TRANSACTION”, n.d., para. 16).

From August 13-September 9th Shoppers kicked off their campaign that is driven by beauty ideas that women often would never do. It addresses the nerves that woman face with different beauty ideas and help them achieve looks like they are too intimidated by or would never consider to try. Their aim for this campaign is to retain their top position in the retail beauty category. This is to show the variety of products that they offer in their beauty boutiques with prices from drugstore to high end.

have put their trust in the companies that provide them. These products are used confidently, sometimes without the thought of possible harm to health crossing the mind of the consumer because the cosmetic products purpose is for protection, cleaning, and beautification. As

The Axe brand has revolutionized the deodorant and grooming industry by connecting with their target audience unlike no other brand, since it’s launch in the U.S. in 2002. The brand focuses on young males between the ages of 15- 25 that are very concerned with being attractive to the opposite sex. These males vary from high school males to college males and young professional men. They lead active and social lifestyle where being socially accepted and appealing to women is important. The Axe brand predominantly promotes male confidence, which drives the success, appeal and continued loyalty and value of the brand. The attention grabbing advertising, with the promise that one use of the product will have women all over you, has certainly peeked the interest and curiosity of most men, thus making the brand and the “axe effect” a huge success. As the saying goes, ‘sex sells’ and Axe certainly pushes that objective to drive interest in their products for the sexually interested young male target. According to Axe’s marketing director “the "AXE lifestyle" and the body spray is the perfect wing-man for their target demographic of 18- to 24-year-olds who are in the "mating game (Berman, Przygod, Effron, 2011).

The general spirit of camaraderie has been replaced with hostility and frustration; many LB members have left the company. Overall, this resulted in ineffective marketing and a success rate well below “action standards” for the national product launch in Canada: 50 against a base index of 100. The poor results and generally unsatisfactory project progress jeopardizes our client relationship with OBC, LB’s future dealings with the “Forever Young” brand, and the whole Ontann Beauty Care company.

We believe our diverse and highly desirable brand portfolio positions us well to capitalize on opportunities in fast growing and profitable areas in prestige beauty. Skin care, our most profitable product category, remains a strategic priority for us and, as a result,

Dove is a world-leading personal care brand and is managed by Unilever, one of the world largest consumer goods manufacturers. As Unilever is seeking for expanding the product scope, the positioning of Dove, which has remained for 40 years as a beauty bar, is being challenged. We need to deliver a message that represents the brand and we come up with “The Campaign for Real Beauty”.

Type- Dove manufactures their products for beauty range of women. These are not just a limited type of women; these are women of all shapes and sizes, ethnicity and age over 40. The beauty products of Dove are required for every household as it is a leading brand product but it is also a product that helps allow women to pamper themselves and look after their skin.

constantly thrown at people through images and the language the media uses. A Lancome advertisement asks, “what makes a woman feel beautiful?” with the response “a youthful radiance that shines from within.” In just seven days a woman can feel much more beautiful by using Lancomes new serum that will make her look younger. Underneath these words in small print Lancome also states, “beauty has no age, #loveyourage. (Vogue)” The media is constantly contradicting themselves with what they advertise. A woman is supposed to buy this new serum so she will be more attractive and beautiful, but, at the same time she is supposed to embrace and love the age she is. As stated in No-one Expects Me Anywhere, Pamela Gibson states, “…above all we need to rethink our attitudes of aging… our negative images of old age are constantly reinforced through film, television, and newspapers, where representation often resembles caricature (Gibson, 87).” By only accepting and representing one small portion of society, the media is setting up consequences for the rest of society who do not fall under the accepted standards.

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.

They went to Edelman, its public relations agency for a solution that can save their company from decline. This campaign is to deliver the message about the meaning of true beauty is actually from a person's self-esteem and confident, and it was targeted women in all aged and all sizes. So, Dove introduced a video which is Dove Real Beauty Sketches for their campaign. This video is about a group a women were asked to describe their facial features to a formal FBI forensic artist. After each woman had finished this step, they were called back one by one to describe the appearance of other women included in the experiment. When the final sketches be revealed, they will realize the way their depict themselves is dramatically different from how others perceive them. So as to promote the true meaning of beauty to all the women, the public relations practitioners of Dove have checked the 2012 Social Network Analysis Report and found out that YouTube's most active audiences members are women between ages of 25 and 54. In order to reach their target audience effectively, the public relations practitioners of Dove have uploaded the video in 25 different languages to 33 Dove YouTube channels and the video have been viewed in over 110 countries. This campaign not only apply uses and gratifications theory to analyze which media is the most easier to reach

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