Ú
 


   

m Group No : 2
m Members:
Ý ô ruti Ajey
Ý Manorat
os i
Ý Natas a C owala
Ý Prince Lat
Ý ikas Barb aya
Ý Pratik Kedia

1
NTRODUCTON
1/20

2
 Campaign for real beauty
 Narrow definition of beauty
 Aim to act as a catalyst to broaden t e definition
 First P ase
‡ Positioning t e brand
 ôecond P ase
‡ Adds for t e firming range 2/20

3
 1940s: Formula for Dove soap are developed
 1960s: Original Dove beauty bar developed
 1990s: Dove moisturizing body was ,sensitive
skin bar & facial care moisturizer launc ed
 2000s: Deodorant line and massage body was
launc ed, company brand furt er extended.
3/20

4
 Global ôtudy
‡ Conducted on perception and attitudes of women
‡ ôtudy done in partners ip wit strategy 1, in collaboration wit
Nancy Etcoff&Massac usettes
‡ 3200 women were involved from 10 countries
 Findings
‡ Report titled ³T e Real Trut about Beauty´ said, 2% women
described t emselves beautiful,9% attractive,,31% natural, and
29% average.
‡ Women not feel comfortable describing t emselves
 Conclusion
‡ Women were feeling pressurized by beauty stereotypes.
‡ Due to eye popping features of beauty icons, women considered
t emselves as imperfect.
4/20

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 Launc ed t e ad named ³lets Celebrate Curves´ featuring
six women of various body types
 Women ad in ibitions about exposing t eir body parts t at
ad lost firmness and ad cellulite.
 Campaign eavily banked upon Public Relations strategy.
 T c annels provided be ind t e scene p oto-s oot.
 ôuccessful in sparking off a controversial debate
 £4.6 million wort of media space was generated for dove
products.
 UK ôales of firming lotion doubled in a mont
 ôuccess of t is campaign inspired Unilever to launc
global campaign for Dove.
5/20

6
m Launc ed ³Campaign for real beauty³.

Panel discussion
nterviews
   Global touring p otograp y
Press and posters
Bill boards
Websites
ôelf esteem fund
6/20

·

une 2005: Dove launc ed t e ³intensive firming
range´ in Uô.
 Featured t e non models in t eir campaign.
 ntroduced several firming range products.

³Let¶s face it, firming t e t ig s of a size 2

supermodel is no c allenge.´
·/20

8
 W y Dove is continuously evolving t e campaign?

 ômall girls dissatisfied wit t eir looks

 Negative Body mage

8/20

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 ôome facts as per Dove
‡ Girls in grades 9 to 12
‡ Girls of ·t And 8t grade
‡ Girls in t e age group of 13-24
‡ Tv commercials make t em loose self confidence
 New campaign for Dove natural glow lotion
‡ ôame message in different ways
9/20

10
 Appreciation by experts
 Wendy ô anker , national spokeswomen for Love
Your Body Day of t e National Organization for
Women foundation
 Long drawn a link
 Ultrat in image in t e beauty industry

10/20

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 Convincing women to buy Dove¶s FRMNG range
products.
 C ange in t e culture of advertising.
 ôimultaneously contradicting its campaign.
 Widespread publicity of company & products.

 W at do you t ink of µreal women¶ Ad campaign?

11/20

12
Ú 
t doesn't matters to me. 
don¶t pay attention to
adds(4%)

t's a ploy.Companies are

out to sell t eir products
like everyone else.(1·%)

it's great. Finally some

adds wit everyday
women(·9%)

12/20
13
 A feeling t at CFRB was a revolution.
 C allenged existing conventional approac .
 Did away wit celebrities.
 Re-invigorated t e brand.
 Reward-ôold more products.
 Awards from all market places & fraternities.
13/20

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 A great market risk involved.
 ³FAT GRL ³ brand ± t could end t e brand itself.
 People are living desperation, t ey don¶t want to
be t emselves.
 Cause related marketing strategy ± A risk affair.
14/20

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  15/20
ME DIA 13
R E L AT IVE S AND F R IE NDS 45
E X P E R T ADVIC E 37
C E L E B R IT IE S 5
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    18/20
   
 Criticism Dismissed

 ³We are telling t em we want to take care of t emselves,

take care of t eir beauty. T at is very different from
sending t em t e message to look like somet ing
t ey¶re not.´
- Boyce
½    
 People loved to see genuine imagery in advertising

19/20

20
  ³Real Beauty campaign´, a pure
product marketing.
Defying all t e critics, Dove was
successful in keeping up t e name.
T e beauty industry is driven by t e
dreams and aspirations of t e consumers.

Dove did t e new, everyone else

followed...
20/20
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