Dove: Redefining Beauty

How Dove reached a larger audience by

communicating a new standard of beauty in its

advertising. ROBIN JADHAV

PGCM-4

“True Colors” Commercial

Campaign for Real

Beauty TV Ad

• Super Bowl XL, 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

Behind the Campaign—

Why redefine beauty?

2005 Dove Global Study:Commissioned by Dove to explore self-esteem and theimpact of beauty ideals on bothwomen’s and girls’ lives.

Findings:“Women strongly agree that “the media and advertising set anunrealistic standard of beauty that most women can’t everachieve.” More than two-thirds of women globally expressedthis viewpoint in a recent worldwide study.

Only 13% of women are very satisfied with their body weightand shape.

Only 2% of women around the world consider themselvesbeautiful, and more than half of women say their bodiesdisgust them.

Dove’s New Definition of

Beauty

“For too long, beauty has been defined by narrow,stifling stereotypes. Women have told us it's time tochange all that. Dove agrees. We believe real beautycomes in many shapes, sizes and ages. That is whyDove is launching the Campaign for Real Beauty.”—from campaignforrealbeauty.com

Dove’s Campaign—Effective Brand

Communication?

• TV ad—no product

• “Touch points”—any situation in which the customer comes in contact with a brand or company

• Company-created touch point

• How does promoting “real beauty” differentiate Dove from other beauty products advertising?

Campaign for Self-Esteem or

Campaign for Dove Products?

Is this merely a marketing campaign, or does Dove trulycare about women’s body image?

“. . . a marketing campaign can be both altruistic andeffective at growing sales. If it touches women’shearts, it will work”—Silvia Lagnado, Dove’s globalbrand director