With Allan Stoffer, Rodee Schneider

and Licen(Tammy) Shen

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Functional Benefits Era February 2000

(1957-2000) • Unilever Consolidates
• Developed as Military Technology
Brand Lineup
• “Moisturizing Cream” and • Dove Tapped as
functional superiority Masterbrand
• Use of Natural Looking Models • Additional Health and
• Advertising goal: Honesty and Beauty Products to
Authenticity Carry Dove Name
• Dermatologist Approved(80s) • How to Unify Brand?
*

* Dove True Colors Ad

Based on research indicating women
think media image standards are
unattainable and that media should
portray diverse physical traits

• Only 2% consider themselves beautiful

• 31% describe themselves as natural/25% average

Aimed to Broaden the “Narrow

Definition of Beauty” by inspiring women
to “take great care of themselves”

Included Ads featuring “real women”

Other ads directly confronted beauty

stereotypes
 By Using
Positive Online
“Real”
Beauty Campaign
Women, the
Message+ Placed
Brand Made
Self-Esteem Message in
Itself Credible
Fund=Loads Consumers
and Inspired
Accolades
of Free Media Hands BUT!

Contradictions(
i.e. Selling
Beauty Will Dove
Where‟s the Products to Is it Too Become the
Product? people who are Preachy? Brand for “Fat
supposedly Girls”?
beautiful the
way they are)
 *

* “Should Dove continue riding the

success of “The Campaign for Real
Beauty”, or take the brand in a new
direction.”
*

Option 1: Option 2: Option 3: Shift Option 4: Go

Continue Return to Focus to the Big
Product While
“Real Beauty” Functional Keeping “Real
Campaign Benefits Women” in ads
Model
*
-Confronted Contradictions:
PROS
Media portrays only thin
women as our population
gets bigger
-Created authenticity by
using real women in ads
-Made the brand more
inviting, less exclusive
-Standing against beauty
stereotypes and pushing
self-esteem are PR wins
-Brand increasingly Associated
with the “average”?
-Product is lost in the shuffle?
-Is this a long-term strategy?
Once you‟ve debunked beauty
myths and eliminated
aspirational element, does the
brand become ordinary?
CONS
*

Pros Cons
Destroys hard-won brand equity?
Educates Consumers about Benefits
of Dove Products
May be difficult to differentiate among
competition

Less Brand Loyalty?

Presents a clear, succinct message
free of controversy
Turns Brand into Commodity?
*
* PROS:
* Addresses the concern that the brand is relying too heavily on activist/cause-driven/political
messaging—messaging that that could become considered tiresome or phony over time
* Keeping “real women” in ads plays to key strength of original campaign
* Allows for continued online participation and connection to the brand
* Re-focuses the message on our strengths: wide-ranging, high-quality products
* Leaves the room for aspirational buying by focusing the message on maximizing women’s
personal beauty through the product
*

CONS:
* With so many products to
advertise, building awareness of
each could become expensive
* If we ditch the brand‟s point of
view, do we risk losing the brand
connection to consumers?
*

Expands upon the success of “The Campaign for Real Beauty” by

emphasizing the inclusivity of Dove‟s health and beauty products
Pros:
• Mitigates some of the risks associated with „Real Beauty‟ campaign—(i.e. that it was
too preachy)
• Continues “democratic” approach to beauty embraced online and in traditional
media
• Not as confrontational, but still a feel-good message that can generate PR
• Differentiates Dove from others stressing functionality or aspirational qualities

Cons:
• Doesn‟t focus intently on the product
• Could be seen as phony(we‟re still selling beauty products after all)
• Nonstop diversity, multiculturalism and positive messaging could become tiresome
for some(e.g. United Colors of Benneton)
*

Option 1: Option 2: Option 3: Move Option 4:

Continue Return to Focus to the Inclusive
Product While
“Real Beauty” Functional Keeping “Real Brand to Be
Campaign Benefits Women” in ads Your Best
Campaign
“We are individuals. We choose who we want to be, how we look and what
“Dove is a product that we use to feel more confident, and closer to our best.”
makes us feel good.”

Builds upon authentic, positive inclusivity of

“Real Beauty” campaign
This campaign still uses real people(i.e. • Opens it up for product extensions(e.g.
short, fat, tattooed, gay, straight, gorgeous, pierced, average, men, women), but
emphasizes how Dove helps them be their best selves men)
• Maintains connection to consumer
through social media and engagement
strategies
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