Dove real beauty Campaign

UNILEVER’S “REAL BEAUTY” CAMPAIGN FOR DOVE

Ashish DagaPramod Heballi

H.P. PandaMegha Khamparia

Sangeeta DassWasim Mukkaram

INTRODUCTION OF UNILEVERAnglo-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

YEAR PRODUCTS

1940 DOVE SOAP BAR

1950 DOVE ORIGINAL BEAUTY BAR

1990 DOVE BEAUTY WASH

2001 DOVE ANTIPERSPIRANT/DEO

DRANT

2004 DOVE MASAGE BODY WASH

2004 COOL MOISTURE BODY WASH AND BAR

2004 DOVE BODY FIRMING LINE

BACKGROUND NOTEIN 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 fundObjective 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 campaignCommercials 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

espousedIts 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 stuntAds shown during Super bowl were criticizedSlim-Fast ad by Grey Worldwide played on

insecurity of British womenJap campaign didn’t feature average Jap women


A Revolutionary Campaign…The ads showed ordinary women who were

confident and happyQuite unconventional approach in the beauty

industryThey listened to their customersCampaign raised the profile of the brandDifferentiated Dove from othersWas successful in selling and making a statement Free publicityBroke one of the golden rules of ad biz


Or a risky proposition…

Messages were largely inspirationalFelt was a risk as it had to convince women

that they need Dove to become betterStevenson felt that it is the end of the brandIts important to look like that person in the

adPurpose of advertising is to create desire

beyond what the product can actually deliverRisky coz it leaves the brand vulnerable to

criticisms Unilever's "Real Beauty" campaign for Dove.

Conclusion

“Beauty always lies on the eyes of the

beholder”


Documents

Dove real beauty Campaign