Frustration can result from the failure in achieving the goal and defense mechanism is the

behavioral ways to handle it. Marketers often use this mechanism for the selection of
advertising appeals and construct an advertisement that portrays a person resolving a
particular frustration through the use of the product.

Some personal care brands that used defense mechanism to advertise their products and
gained a huge success are-

1. Dove Campaign for Real beauty- the dove campaign for real beauty is the worldwide
famous advertisement. Unilever has released a short online film revealing the impact
of the mother's self-esteem has on their daughters. The film is titled as "Dove legacy"
where it shows how mothers and daughters listing what they like and dislike about
their bodies. It turns out that when the lists are compared the list of the two is similar.
One more ad campaign done by Dove was where the daughter feels that her mother's
skin is not up to mark and it makes her mother little conscious about her skin. Then
she tries on the Dove for 7 Days and feels the rejuvenating skin and this 7 days
challenge became famous worldwide as customers of Dove started sharing their
stories in social media.

The campaign then encourages women to talk positively about themselves and to use
hashtag #FeelBeautifulFor those who inspire them. The film is a part of the brand's
oversearching self-esteem positioning.

2. Olay- Olay is a worldwide leader in skincare products. It came up with an anti-aging

cream that gained a huge success worldwide. The ad focuses on mature women and
the aim is to reduce aging of the skin. It has succeeded in attracting many customers
and has helped sell a lot of the product. It is producing this kind of fear among women
about old age that aging isn't a good thing, once they are 30 they need to start looking
after their faces because they are getting old. This shows how the company has used
defense mechanisms to handle a particular situation.
 3. Sensodyne sense and sensitivity saga- Sensodyne makes use of their product to solve
the pain and sensitivity in tooth problems. Sensodyne is a science-backed, rational
brand. It doesn't over promise and under deliver, which a lot of brands in the personal
care space do It talks about how the rapid action by its product helps in resolving
frustration caused by pain.

If brands don't help consumers deal with frustration it will lead to different situations
depending upon the nature of the customer.

As a user of the product Dove and not getting expected results of flawless skin customers
may react differently as depending upon nature

It may lead to aggression and in response to frustration, they may respond to aggressive
behavior and may boycott the brand Dove and also will pass negative feedbacks to others
looking for reviews.
Talking about the oral care brand Sensodyne customers may react differently and rationalize
and find plausible reasons for not receiving the benefits from the toothpaste.