Dove Campaign For Real Beauty

By: Justine Fowler

Liz Bobro&

Lindsay Webb

Campaign for REAL Beauty

In 2004 DOVE* launched the very successful, “Campaign for Real Beauty”

It featured REAL woman, not models, to advertise the Dove Firming Cream

The focus was on real, natural beauty. Not the artificial, unrealistically thin and unhealthy images programmed into the minds of people by the media.

Pro-age Firming cream

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The Real Truth About Beauty: A Global Report“This study uncovers that beauty is never going away and has enormous power. Beauty should not be reduced to a political or cultural problem but understood as a basic human pleasure.” – Dr. Nancy Etcoff, Harvard University

The Real Truth About Beauty: A Global ReportOn September 24th 2004 DOVE released a

ground breaking new study that discussed the effects of society that narrowly define beauty as the images you see in entertainment, media , the fashion industry and the unbelievable impact on woman.

4,100 women aged 18-64 were participants in this study.

The Real Truth About Beauty: A Global ReportThe study was conducted in 13 countries world wide including: • Argentina, • Brazil• Canada• France• Italy• Japan• Netherlands• Portugal• United Kingdom• United States• Spain*• Australia*• New Zealand*

http://www.phlocks.com/contact/default.html

The Real Truth About Beauty: A Global ReportWhy the study was commissioned?

Dove, as a global beauty brand and responsible marketer, wanted to investigate, understand and report a worldwide perspective about:

1) Women’s definition of beauty.

2) Women’s view about social issues regarding mass media and pop culture’s impact on beauty.

The Truth (statistics)Only 2% of woman

describe themselves as beautiful.

63% strongly agree that society expects women to enhance their physical attractiveness.

45% of women feel women who are more beautiful have greater opportunities in life.

68% of women strongly agree that "the media and advertising set an unrealistic standard of beauty that most woman cannot ever achieve."

76% of woman wish female beauty was portrayed in the media as being made up of more than just physical attractiveness

74% went on to say that they wish the media did a better job of portraying women of diverse physical attractiveness, including age, shape and size.

Campaign for Real Beauty

Campaign for Real BeautyThe Campaign for real beauty has been a huge

success both in its reach and impactThe six woman used in the US ads have been

featured in national television spots, magazine ads, print ads and on billboards in major urban markets in North America (Dove is also running similar campaigns throughout the world).

They have even been featured in segments of ‘Oprah’, ‘The Today Show’, ‘The View’, and even ‘CNN’

The Six Dove Woman

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The Campaign in CanadaIn November 2005, casting agents

representing DOVE Canada were looking for a new group to participate in Print and TV ads.

The new ad was to focus on body image.The new phase to doves campaign was kicked

off during Superbowl XL which featured canadian girls aged 5-14

DOVE paid 2.4 million dollars for 30 seconds of airtime

TRUE COLORS

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Making a DifferenceSince the beginning of the campaign many ads, and commercials have been produced world wide!

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Be Proud of your imperfections! http

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Beauty Pressure

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Dove vs. Axe: The controversy

Unilever hypocritical?

Dove & Axe Controversy

Both of these brands are owned by a company named Unilever.

The controversy between these brand names are that they represent something so opposite. Dove has its ‘Real Beauty Campaign and Axe has thier commercials with women in their bikinis groping men because of their irresistible body spray.

Dove and Axe Controversy• Unilever defends themselves by saying that Dove and Axe

are only two of the 400+ products that households use every day. They are trying to appeal to all audiences, men and women.

• General manager and vice president Geoff Craig of Unilever was quoted saying; • "I think it is inherently and absolutely clear that the Axe

campaign is all around poking fun,". • "It's a spoof of the mating game, and people view it exactly

as such, quite frankly." We feel this quote is a harsh assumption to make, assuming all men have this infinite need to be adored by women and if they have something else to be focused on, other than women, something may be ‘wrong’ with them.

Dove vs. Axe

Dove and Axe ControversyIn order for something like this to end we need to

stop it at the source, and that is really not as easy as it seems, whether we like it or not sex does sell…

That being said, The Real Beauty Campaign did do an excellent job in bringing awareness to self- esteem issues and raised a lot of money for their fund.

Only Two Percent of Woman Describe Themselves as Beautiful: New Global Study Uncovers Desire for Broader Definition of Beautyhttp://www.dove.ca/en/#/cfrb/onlytwo.aspx/

Campaign for real beauty http://www.dove.ca/en/default.aspx#/cfrb/

Dove Self-Esteem Fund