dove real beauty campaign

UNILEVER’S “REAL BEAUTY” CAMPAIGN FOR DOVE

Ashish Daga Pramod Heballi

H.P. Panda Megha Khamparia

Sangeeta Dass Wasim Mukkaram

INTRODUCTION OF UNILEVER Anglo-Dutch company.

Formed in the year 1930 by the merger of “British soap makers lever brothers” and “Dutch margarine producer union” in Rotterdam.

Leading manufacturer & marketer of foods beverages, personal care products.

Famous brands are knor,surf,vaseline,sunsilk,lux lifeboy etc.

Unilever's "Real Beauty" campaign for Dove.

PRODUCT SEGMENT-WISE BREAKUP OF REVENUES

PRODUCT SEGMENT-WISE BREAKUP OF OPERATING PROFIT

Evolution of “Dove” YEAR PRODUCTS

1940 DOVE SOAP BAR

1950 DOVE ORIGINAL BEAUTY BAR

1990 DOVE BEAUTY WASH

2001 DOVE ANTIPERSPIRANT/DEODRA

NT

2004 DOVE MASAGE BODY WASH

2004 COOL MOISTURE BODY WASH AND BAR

2004 DOVE BODY FIRMING LINE

BACKGROUND NOTE

IN 1970, DOVE WAS RECOMMENDED BY PHYSICIANS.

IN 1990s, HIGH GROWTH WAS RECORDED.

BY 1999 SALES REACHED AROUND US $ 1 BILLION AND BRAND WAS GROWING AT 20% PER ANNUM.

IN EARLY 2000s, BRAND PRODUCT RANGE HAD INCREASED.

AS OF 2005, DOVE WITH ANNUAL SALES OF $50 BILLION IN MORE THAN 80 COUNTRIES.

SURVEYS CONDUCTED.

Beauty advertiser bombarded consumer with idealised image of model,supermodel and celebrities.

In early 2004, dove conducted global study on attitude and perception of women with regard to their personal beauty and wellbeing

Only 2% of the women considered themselves “beautiful” & 9% as “attractive”.

The rest of the women considered themselves as average or natural.

Women feel pressured by the stereotype set by market.


Surveys conducted(cont…)

68% agree with the fact that unrealistic standards of beauty exist in the media & advertisement world.

47% agreed that only attractive women are portrayed in popular cultures.

Over 85% believed that beauty could be achieved through attitude & spirit and that

“EVERY WOMEN HAD SOMETHING BEAUTIFUL ABOUT HER”.


CFRB Launched

CFRB- “Campaign for real beauty”

Global campaign launched in September 2004.

Aimed to promote Dove range of products.

Purpose was to challenge the stereotypes set by the beauty industry.


POST CAMPAIGN FIGURES

Sales in 2nd business qtr rose by 11.4%.

Total sales for DOVE brand rose 6% to US$.5bn.

No. of people visiting DOVE website rose by 200%.

No. of calls to consumer call centre increased.

Revenues for 2005-(39.67 billion & employed 206000)


Dove self esteem fund

Objective of building self-esteem among young girls.

Education about the wider definition of the term “beauty”.

“Uniquely Me” campaign started with girl scouts of USA.


Dove listens and acts…………… Interviewing around 3,300 women, between 15 and 64.

Looks were described in two major words i.e. NATURAL & REAL.

In June 2005 Dove “Intensive Firming” range was launched in the U.S.

The products contained glycerin, seaweeds extract and elastin peptides that had skin firming properties and help reduce the appearance of cellulite.

The ads appeared in various print media and were placed in highly visible spot.

Dove’s sales in second quarter increased by 11.4% as compared to first qtr and total sales inc. by 6%.

Continuously evolving the campaign Commercials during Super Bowl XL in Feb. 2006 for

DSEF(Dove Self Esteem Fund).

Dove Self-Esteem Fund is helping girls overcome life-

damaging hang-ups by putting the beauty world into

perspective.

One-third of all girls in grade 9 to 12 think they are

overweight and wants to reduce weight.

56% of 7th graders are satisfied by there looks and 57%

girls have fasted, gone for diets, used food substitutes, or

smoked more cigarettes to lose weight.

More than one in four girls surveyed feel the media

pressure them to have a perfect body.

Between 50 &70% of girls of normal weight believe that

they are overweight.

Step towards right….. Wendy Shanker, national spokeswomen at the

National Organization For Women Foundation said

“I’m going to buy their lotion… because they’re

trying to get my dollar by making me feel good

instead of trying to make me feel bad”.

Wolf in sheep’s clothing ?? Campaign contradictory to the very ideas espoused

Its Intention of selling firming products through this campaign was “a wolf-in-sheep’s clothing approach” – Barbara Altman Bruno

If they want us to celebrate what we are then why sell firming cream – Guerrero

Critics felt that it was a publicity stunt

Ads shown during Super bowl were criticized

Slim-Fast ad by Grey Worldwide played on insecurity of British women

Jap campaign didn’t feature average Jap women


A Revolutionary Campaign…

The ads showed ordinary women who were confident and happy

Quite unconventional approach in the beauty industry

They listened to their customers

Campaign raised the profile of the brand

Differentiated Dove from others

Was successful in selling and making a statement

Free publicity

Broke one of the golden rules of ad biz


Or a risky proposition…

Messages were largely inspirational

Felt was a risk as it had to convince women that they need Dove to become better

Stevenson felt that it is the end of the brand

Its important to look like that person in the ad

Purpose of advertising is to create desire beyond what the product can actually deliver

Risky coz it leaves the brand vulnerable to criticisms


Conclusion

“Beauty always lies on the eyes of the beholder”


dove real beauty campaign

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