What Do Women Mean By Real Beauty?

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OVERVIEW
With an annual revenue of approximately $50 billion and a staff of 250,000, Unilever is one of the largest companies in the world for the production of consumer products. Dove is known to be one of Unilever’s best personal hygiene products sold to both men and women living in many countries across the nation. In 2004, Unilever decided to relaunch their Dove product with the “Campaign for Real Beauty”, attempting to increase their sales volume more than half of what had from the start. The purpose of this campaign was to change the everyday Madison Avenue look and target more on women between the ages of 30 and 39 who come in different shapes and sizes. Research studies sought to ask the questions, “What do women mean by real beauty?” and “How happy are they with own beauty. Popping these questions was their attempt to redefine the challenges that were faced with everyday stereotypes amongst men and women.
PROBLEM STATEMENT This well-known product line is looking to increase their market shares while still continuing to follow through with the relaunch. The brand manager, Kerstin Dunleavy, is looking for ways to decide how to keep the brand steady while continuing to be one step ahead of their competition – Olay, P&G, Nivea, and Johnson & Johnson, or should she just steer the brand in a new direction. She is also seeking to continue the redefinition of the individual’s beauty, maintaining integrity within those across the nation. It is a must she uses different
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