overview of dove real beauty skecthes campaign

OVERVIEW OF DOVE REAL BEAUTY SKETCHES CAMPAIGN

Presentation By:D.Akhil

RavitejaDharmateja

Khushboo MishraSD Sohail

INTRODUCTION

• Dove was introduced in the year 1957. • Known for leaving the skin smooth, soft and

clean.• Its parent company is Hindustan Unilever (HUL)

THEME- Empowering women and boosting self-esteem

HISTORY

• Anglo-Dutch Multinational company• It is third largest consumer goods company in the

world • Revenue €50billion and Netprofit is €5 billion• Dove is the top brand in Canada

VISION: To make 2billion people that use Unilever products each day look good, feel good and get more out of life

• SEGMENTS & CATEGORIES: Refreshment, Homecare & Personal care• Brands: Lipton, Knorr, Hellman, Magnum, Sunlight, Axe,

Vaseline & Dove• Dove Line: Body washes, Hand & Body lotions, Facials

Cleaners, Deodorants, Shampoos, Conditioners & hairstyle Products for Men & Women

POSITIONING

• Axe & Old spice-Boosting the male ego by providing men

confidence• Loreal Garnier & PanteneConfidence to women• Ives & Irish-Focus on aroma & Position them in sensorial

uplift segment in market

CAMPAIGN FOR REAL BEAUTY

• 2% women describes themselves- beautiful• 47% women- body weight- too high• 48% women believe that they are less beautiful • 68% women strongly agree media & advertising

set an unrealistic standard of beauty that most women can’t ever achieve

• 59% women agree- physically attractive women are more valued by men

NEW VISION

• In 2010 Dove movement – Self Esteem• Dove provides younger women with a tools &

resources to help celebrate real beauty with support of communicate

• 8.5 million have to reach• 15 million- 2015

Strategies

• Selfie Documentary Mother and daughter team to submit a selfie to a

photo exhibitThis alternative for redefining TRUE beauty• Mirror CampaignMany people invited to take photo in front of mirrorDove samples are handed over to participants in

public places like (bus stop, subway cars)

OUTCOMES

• Dove is not only able to attract the attention of many customers but it also able to attract positive attention from 100s of media

• 6% increases in sales• Intention to create strong brand awareness by

changing definition of mass market by thought of beauty

• It was argued that this reinforced a narrow perception of beauty

THANKYOU