19271931 dove-final-presentation-1

SHADES OF

BEAUTY

OVERVIEW OF THE CASE “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.”

PHILIPPE HAROUSSEAU

DOVE’S MARKETING DIRECTOR

• “I FEEL LIKE A 65 YEAR OLD CINDERELLA.” - MARY

1940 – DOVE SOAP BAR1960 – ORIGINAL DOVE BEAUTY BAR1980 – LEADING BRAND.1990 – DOVE BEAUTY WASH.1995 – EXPANSION IN RANGE.2001 – DOVE ANTI-PERSPIRANT.2003 – DOVE HAIR CARE LINE.

2004 – BODY FIRMING LINE.

SEPTEMBER 2004 – LAUNCHED CFRB.

2005 - WORLD’S LARGEST CLEANSING BRAND.

BOOST SELF ESTEEM

REDEFINE BEAUTY

GOAL OF THE CAMPAIGN

ABOUT THE STUDY AND METHODOLOGY

• The RTABS was commissioned by Dove, one of Unilever’s largest Beauty Brand.• Understand - women, beauty and well-being and the relationship between them,

globally.• Concern- limited portrayal of beauty• Dove’s mission was to explore emperically

– How women define beauty– How satisfied they are with their beauty– How they feel about female beauty portrayal in the society.– Weather it was possible to think and talk bout female beauty in a more authentic,

satisfying and empowering way.• The Study managed by StrategyOne – specialist applied research firm based in

New York.• Collaboration with Dr. Nancy Etcoff of Harvard University and Dr. Susie Orbach of

the London School of Economics.• The findings are based on quantitative data collected from a global study of 3200

Women ,aged 18 to 64, conducted across 10 countries.• Telephonic Interviews.

Description of One’s LooksTotal Respondents

All figures in percentages. Excludes none of these, don’t know and refused

Natural AverageAttractive Feminine

Good-looking Cute Pretty Beautiful

Sophesticated Sexy

Stunning Gorgeous

USA 21 27 18 5 4 9 7 3 2 2 0 1

CAN 36 25 12 3 8 10 2 1 2 0 0 0

GBR 27 31 20 5 3 3 5 2 2 2 1 1

ITA 37 12 4 9 9 9 17 2 0 0 0 0

FRA 43 13 6 8 11 9 5 1 0 0 1 0

NLD 28 28 9 19 0 1 9 3 1 1 0 1

PRT 22 37 3 9 13 11 1 2 1 0 0 0

BRA 20 42 5 8 8 7 1 6 1 0 0 1

ARG 40 10 8 13 16 1 2 3 2 1 1 1

JPN 43 26 2 3 2 6 0 0 2 1 3 0

All figures in percentages

Description of One’s Looks

Discomfort in Describing Oneself as BeautifulTotal Respondents

“I do not feel comfortable describing myself as beautiful”

All figures in percentages.


Discomfort in Describing Oneself as Beautiful“I do not feel comfortable describing myself as beautiful”

strongly agree


Defining One’s WeightTotal Respondents

Reality - Obese/Overweight Perception - "Too High"

USA 62 60

Canada 40 54

UK 57 57

Italy 36 32

France 47 45

Netherlands 42 42

Portugal 60 39

Brazil 47 51

Argentina 54 30

Japan 23 52


Perception of Weight vs. The Reality of Weight

Satisfaction with Factors in one’s LifeTotal Respondents



Importance in Making “ You” Feel BeautifulTotal Respondents

Importance in Making “ You” Feel BeautifulTotal Respondents


Importance of Attributes in Making Women Feel Beautiful- (1 of 2)

Total Respondents


Importance of Attributes in Making Women Feel Beautiful – (2 of 2)

Total Respondents


The Media and BeautyTotal Respondents


18-29 30-44 45-64

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

I wish the media did a better job of portraying women of diverse physical attractiveness - age, shape and size 75 75 73

The Media and Beauty


Better Ways to Depict Women in the Media Total Respondents – Top Two Choices


USA CAN GBR ITA FRA NLD PRT BRA ARG JPN

Women of different body weights and shapes 60 52 63 44 57 47 37 41 46 20

Women of different ages 29 31 33 47 39 42 36 54 45 30

Everyday women as well as models 48 46 52 39 34 48 19 41 33 9

Women of different ethnic backgrounds 22 28 20 17 21 23 28 28 18 14

Women active in their lives 13 18 10 26 17 8 30 20 26 37

Models without enhancing the way they look 15 12 13 13 8 22 14 14 10 31


Better Ways to Depict Women in the MediaTotal Respondents – Top Two choices

CONCLUSIONS• The word “Beauty” has become functionally defined as “physical

attractiveness”. • This definition is communicated through the media .• Women try to achieve it.• Since this idea is difficult to achieve, women find it difficult to think of

themselves as beautiful.• This leads to unhappiness and low self esteem and self worth.• The study outlines the components of beauty clearly.• Along with physical attractiveness, the components also include happiness,

ki ndness, wisdom, dignity, love, authenticity and self-realization.• Women believe that media can also be a force for reconfiguring the image of

beauty it has perpetuated.• True beauty should be the new standard – with the unprecedented power to

open minds and move emotions.• The challenge for Media is to know true beauty, feel it and represent it

faithfully in the ways they speak about it.

LET’S CELEBRATE CURVES

USE SUNSILK

USE DOVE

MARKETING STRATEGIES

• PROBLEM RECOGNITION.• CAPTURING MARKETING INSIGHTS.• CONNECTING WITH CUSTOMERS :-

ESP Vs USP• TWO PHASE MARKETING• NO PAGE LEFT UNTURNED

• WEBSITE• MOBILE OUTDOOR MARKETING.

• PRESS RELEASES AND MEDIA DEBATES.

• BRAND POSITIONING.

• EYE CATCHING BILLBOARDS.

• REAL LIFE MODELS

CRITICS• “FIRMED UP BEAUTY” OR “REAL BEAUTY” ?

• REAL LIFE MODELS DEFYING BEAUTY STEREOTYPES ?

• DID THEY REALLY FEATURE PEOPLE WHO WERE UNACTRACTIVE ?

• THE MODELS WERE NOT GLAMOROUS BUT WERE STILL FEATURED GLAMOROUS.

• WOULD U LIKE TO SEE A FAT THIGH LIKE THAT

• EVERYDAY ?

• IS IT

Education

19271931 dove-final-presentation-1