Dove Real Beauty Campaign

Karen White

Agenda

• Situation Overview• Problem• Recommendation• Target Consumer• Key thoughts / Rationale • Execution

Situation Strengths• Growth in Annual Sales-$ 2.5 billion

to $4 billion

• #Choose Beauty=6 Million YouTube Views

Opportunities• Empowered Women Trend is still

growing

• Emerging Quarter Crisis Trend: Millennial’s anxiety over early signs of aging

Weaknesses• Brand value is being questioned

• Critics say since 2013 that our message has become “tiresome,” “preachy,” and “phony”

Threats• Our competitors have launched

similar female competitor campaigns = resonates

• Gender Roles=core consumers wants and needs have been changing over the last decade

Problem

Dove is struggling to communicate a meaningful and relevant message that appeals to evolving target consumers .

Recommendation• Expand on definition of beauty

• Solve the problem of desire

• Refocus message on how our product benefits the needs of target demographic =

• To restore brand equity

The “Boss Babe”Gen Y: Females ages 29-35• Socially Confident• highly ambitious • value authentic brands & social

responsibility• Weakness: Driven by fear of failure

– Stress & Age Anxiety • Empowered role models • Confidence in capabilities inspires Self-esteem • Outspend Boomers by 2017• $54 million in spending power

• Let’s inspire them=tap into fears!

Key Thought For ambitious, but stressed out Gen Y females, Dove offers vitality in personal care products that revives a genuine glow .*Strength to succeed =Make Yourself

Rationale:• Skin care products with pro age

benefits• Socially responsible • Authentic brand promise

Support• 39% of women ages’ 25–34 say anti-aging is an important benefit they look

for in facial skin care products

• Women, age 25–34, represent 18% of all facial skin care users in the U.S.

• On average use 3 facial skin care products in a day • Moisturizing, acne prevention, and sun protection are the most important

benefits they look for in a facial skin care product.

• 49% of millionaire investors from Gen Y say social responsibility is a factor in their investment decisions.

www.npd.com

ExecutionReach• Apps, FB & Instagram:

#makeurself campaign– 85% of millennial own smartphones– Check them on average 43 times a

day

• Vogue or Elle: Print Ad – 64% of Gen Y discover ads in

fashion magazines

• Website/Reviews: Contest– 59% of Gen Y research product

reviews before they make a purchase

www.npd.com

The End