“WE WANT TO CHALLENGE THE DEFINITION OF BEAUTY. WE BELIEVE THAT BEAUTY HAS BECOME TOO NARROW IN DEFINITION. WE WANT TO DEFY THE STEREOTYPE THAT ONLY THE YOUNG, BLOND AND TALL ARE BEAUTIFUL.”

DOVE'S MARKETING DIRECTOR, IN JANUARY 2005

UNILEVER'S "REAL BEAUTY" CAMPAIGN FOR

DOVE

Introduction UNILEVER --- An Anglo-Dutch company Established in 1930 with the merger of Lever

Brothers and Margarine Union. Formed two separate entities: 1) Unilever Plc, London 2) Unilever NV, Rotterdam

Leading manufacturer and marketer foods, beverages, cleaning agents and personal care products.

Major Brands: Knorr, Lipton, Bertolli, Surf, Vaseline, AXE, Lux, Pond’s and Lifebuoy

Evolution of brand ‘Dove’

1940’s – Formula for Dove Bar (Mild Soap)

1950’s – Refined to original Dove Beauty Bar

1960’s – Launched in the market

1970’s – Popularity Increased as a milder soap

1980’s – Leading brand recommended by Physicians

1990’s – Dove beauty wash successfully launched

1995-2001 – Extension of Dove’s range of products

THE RED HOT CAMPAIGN

• SEPT 2004 CFRB LAUNCHED TO PROMOTE DOVES RANGE OF PERSONAL CARE PRODUCTS

• WANTED TO BROADEN THE DEFINITION OF BEAUTY AND CHALLENGE BEAUTY STEREOTYPES

• WANTED TO BOOST THE SELF ESTEEM OF THE CONSUMERS ESPECIALLY WOMEN INITIALLY, THEY ONLY POSITIONED THE DOVE AS A BRAND AND FEATURED NO PRODUCTS

• JUNE 2005,THE ADS FOR THE FIRMING RANGE LAUNCHED IN US • THE SECOND PHASE OF THE CFRB FEATURING SIX DIFFERENT WOMEN

WHO WERE NOT MODELS

• SOME SAID THAT IT WAS REVOLUTIONARY ,

• BUT FOR SOME THIS CAMPAIGN WAS FOR “THE FAT WOMEN “

• FEBRUARY 5TH, 2006- DOVE DEBUTS ITS TRUE COLORS COMMERCIAL. THIS WAS THE FIRST EVER SUPER BOWL AD THAT WAS PRIMARILY TARGETED TOWARDS WOMEN. WITHIN 10 MINUTES OF THE AD AIRING, 7,000 PEOPLE VISITED THE WEBSITE PROMOTED IN THE AD, www.campaignforrealbeauty.com

• ON JUNE 8 2006, DOVES CFRB WAS AWARDED THE GRAND EFFIE FOR ADVERTISEMENT EFFECTIVENESS FOLLOWED BY PRSA, SLIVER ANVIL AWARD FOR PUBLIC RELATIONS

DEFYING BEAUTY STEREOTYPES

• THEY USED REGULAR WOMEN (NON- MODELS) FOR THEIR ADVERTISEMENT CAMPAIGNS

• THEY WANTED TO CHALLENGE THE STEREO TYPE SET BY THE BEAUTY INDUSTRY .

• THE BEAUTY INDUSTRY HAD PROJECTED WOMEN, TOO PERFECT TO ASPIRE FOR

“FOR TOO LONG, BEAUTY HAS BEEN DEFINED BY NARROW, STIFLING STEREOTYPES. YOU’VE TOLD US IT IS TIME TO CHANGE ALL THAT. WE AGREE. BECAUSE WE BELIEVE REAL BEAUTY COMES IN MANY SHAPES, SIZES AND AGES. IT IS WHY WE STARTED THE CAMPAIGN FOR REAL BEAUTY AND WHY WE HOPE YOU’LL TAKE PART.”

Reasons

Declining Sales --- lost in crowded market

Increased competition --- Olay, P&G Co.; Nivea, Beiersdorf AG; and Nutrogena, Johnson &Johnson

Resulting advertising clutter

Stagnation in one or two categories --- In spite of increase in product

range

Need for Brand Positioning --- Evolve brand image

without losing their existing customer base

BEHIND THE CAMPAIGN — WHY REDEFINE BEAUTY?

2004 DOVE GLOBAL STUDY

IN ORDER TO DETERMINE THE OPTIMAL BEAUTY STRATEGY FOR DOVE THAT WOULD SET THE BRAND APART FROM ITS COMPETITORS, A GLOBAL ATTITUDINAL CONSUMER RESEARCH STUDY WAS CONDUCTEDCOMMISSIONED TO EXPLORE THE IMPACT OF BEAUTY AND ITS BELEIFS ON WOMEN’

FINDINGS• “WOMEN STRONGLY AGREE THAT “THE MEDIA AND

ADVERTISING SET AN UNREALISTIC STANDARD OF BEAUTY THAT MOST WOMEN CAN’T EVER ACHIEVE.” MORE THAN TWO-THIRDS OF WOMEN GLOBALLY EXPRESSED THIS VIEWPOINT IN A RECENT WORLDWIDE STUDY.

• ONLY 13% OF WOMEN ARE VERY SATISFIED WITH THEIR BODY WEIGHT AND SHAPE

• ONLY 2% OF WOMEN AROUND THE WORLD CONSIDER THEMSELVES BEAUTIFUL, AND MORE THAN HALF OF WOMEN SAY THEIR BODIES DISGUST THEM

FUELED BY THE RESULTS OF THIS STUDY, DOVE

•LAUNCHED THE CAMPAIGN FOR REAL BEAUTY

•SHOWCASING REAL WOMEN VIEWED AS UNCONVENTIONAL BEAUTIES IN THEIR ADVERTISING AND OUTREACH

• CREATION OF A FORUM FOR WOMEN TO PARTICIPATE IN

• RELEASE OF A GLOBAL, ACADEMIC RESEARCH STUDY THAT EXPLORES THE RELATIONSHIP THAT WOMEN FROM AROUND THE WORLD HAVE WITH BEAUTY AND ITS LINKS TO THEIR HAPPINESS AND WELL-BEING

• ADVERTISING THAT INSPIRES WOMEN AND SOCIETY TO THINK DIFFERENTLY ABOUT WHAT IS DEFINED AS BEAUTIFUL.

• FUNDRAISING INITIATIVES (SPONSORED BY THE DOVE SELF-ESTEEM FUND)

INSIDE THE CAMPAIGN

• SELF-ESTEEM WORKSHOPS WITH YOUNG GIRLS IN SCHOOLS TO HELP THEM FOSTER A HEALTHY RELATIONSHIP WITH AND CONFIDENCE IN THEIR BODIES AND THEIR LOOKS

• ESTABLISHMENT OF THE PROGRAM FOR AESTHETICS AND WELL-BEING AT HARVARD UNIVERSITY

• CREATION OF A GLOBAL TOURING PHOTOGRAPHY EXHIBIT, BEYOND COMPARE, WOMEN PHOTOGRAPHERS ON BEAUTY.

CONTD …

GOING GLOBAL

IN SEPTEMBER 29, 2004 DOVE LAUNCHED ITS CFRB PROGRAM GLOBALLY

DOVE’S GLOBAL CAMPAIGN FOR REAL BEAUTY AIMS TO CHANGE THE STATUS QUO AND OFFER IN ITS PLACE A BROADER, HEALTHIER, MORE DEMOCRATIC VIEW OF BEAUTY. A VIEW OF BEAUTY THAT ALL WOMEN CAN OWN WOMEN CAN OWN AND ENJOY EVERYDAY

ACCORDING TO THE COMPANY THE AD CAMPAIGN WAS “INTENDED TO MAKE MORE WOMEN FEEL BEAUTIFUL EVERYDAY – CELEBRATING DIVERSITY AND REAL WOMEN BY CHALLENGING TODAY’S STEREOTYPICAL VIEW OF BEAUTY.”

“BY QUESTIONING THE ACCEPTED DEFINITION OF BEAUTY WE HOPE TO HELP WOMEN CHANGE THE WAY THEY PERCEIVE THEIR BODIES AND ECOURAGE THEM TO FEEL BEAUTIFUL EVERYDAY”

DOVE CONTINUES TO LISTEN AND ACT

IN 2005, DOVE COMMISSIONED ANOTHER GLOBAL STUDY TO

UNDERSTAND THE PERCEPTIONS OF WOMEN WITH

REGARD TO BEAUTY. AROUND 3,300 WOMEN, BETWEEN

THE AGES OF 15 AND 64, WERE INTERVIEWED IN BRAZIL, CANADA, CHINA, GERMANY, ITALY, JAPAN, MEXICO, SAUDI ARABIA, THE UK, AND THE US.

The campaigning method became an instant hit as the sales increased over the last few years.

Dove made its entry and presence felt globally

They used various marketing communication tools.

However, extensive use of the concept made the campaign lose its value

They succeded in achieving their goals-self esteem and real beauty.

CONCLUSION