Republic of the Philippines

CAVITE STATE UNIVERSITY

Carmona Campus

Market Road, Carmona, Cavite

🕾 (046) 430-3509; www.cvsu.edu.ph

A Paper Presented to the

Department of Management
Cavite State University – Carmona

Carmona, Cavite

In partial fulfilment of the requirements

for the degree of Business Management

Major in Marketing Management

Submitted by

Mia Flojemon

Submitted to

Ms. Leslie Caparas

Category

Dove is a personal care brand owned by Unilever, originating in United Kingdom.

Dove manufactures products in many countries, and its sold in more 150 countries

and are offered for women, men and babies.

Country/ Region

The real beauty campaign was a worldwide marketing campaign started in the

United Kingdom, when they casted true women instead of models in their firming

lotion adverts, and expanded campaign in the United States with their “Little Girls”

commercial that was shown in the 2006 Super Bowl commercial break.

Campaign Objectives

In the early 2000’s, Dove executives began looking for a way to revive a brand

that being overshadowed by other companies. Their PR Agency, Edelman

conducted a study of more than 3000 women in 10 countries in order to learn about

women’s priorities and interests. When it reported that only 2% percent of the

women interviewed considered themselves beautiful and that anxiety about one’s

self begins in early age. They saw an opportunity to introduce other products as they

moved beyond on manufacturing soaps to shampoos and body wash for women.

Dove Campaign for Real Beauty is to celebrate the natural physical

differences personified by all women and to encourage them to have the confidence

to be comfortable and happy with themselves.

Media /Channel

The first stage of the campaign centered on series of billboards advertisements

in United Kingdom and later worldwide. After it received significant media coverage

from talk shows, women’s magazines and publication and later culminating in the

“Little Girls” campaign for which Unilever purchased a 30 second spot in the

commercial break during the Super Bowl XL at an estimated cost of US$2.5M.

Creative Approach

Dove used a emotional and culturally relevant advertisements while promoting the

new idea of beauty in their promotions.

Target Audience

Women are the primary users of Dove products, although they have a line

specifically for men called Dove Men+Care. Women are the primary target market

while the men are the secondary target market. Dove’s target audience ranges from

young adults to middle-aged women, pre dominantly between the ages of 18 and 35.

Campaign Duration

Begin the worldwide marketing campaign in United Kingdom by casting “real

women with real curves” for a 31 second advertisement. The second phase of the

campaign was debuted in USA with the “Little Girls” commercial in the Super Bowl

2006.
Advertising Agency

Ogilvy and Mather- London based marketing agency.

Edelman- Public relations company

My Perspective

The best thing I liked about the Dove Real Beauty campaign is that it somehow

empowered and made women confident with their own body when they featured real

women as models and broadened the definition of beauty without sacrificing the

effectiveness of the whole campaign. They used different approach to tap their target

audience which is quite risky in the beauty industry and broke the rule of advertising

business that “only beautiful models can sell”.