Dove Real Beauty Campaign

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UNILEVER’S “REAL BEAUTY” CAMPAIGN FOR DOVE

Ashish Daga Pramod Heballi H.P. Panda Megha Khamparia Sangeeta Dass Wasim Mukkaram

INTRODUCTION OF UNILEVER
 Anglo-Dutch company.  Formed in the year 1930 by the merger of “British soap

makers lever brothers” and “Dutch margarine producer union” in Rotterdam.  Leading manufacturer & marketer of foods beverages, personal care products.  Famous brands are knor,surf,vaseline,sunsilk,lux lifeboy etc.

Unilever's "Real Beauty" campaign for Dove.

PRODUCT SEGMENT-WISE BREAKUP OF REVENUES

PRODUCT SEGMENT-WISE BREAKUP OF OPERATING PROFIT

Evolution of “Dove” YEAR
1940 1950

PRODUCTS DOVE SOAP BAR DOVE ORIGINAL BEAUTY BAR

1990 2001

DOVE BEAUTY WASH DOVE ANTIPERSPIRANT/DEODRA NT
DOVE MASAGE BODY WASH COOL MOISTURE BODY WASH AND BAR

2004 2004

2004

DOVE BODY FIRMING LINE

BACKGROUND NOTE
 IN 1970, DOVE WAS RECOMMENDED BY

PHYSICIANS.  IN 1990s, HIGH GROWTH WAS RECORDED.  BY 1999 SALES REACHED AROUND US $ 1 BILLION AND BRAND WAS GROWING AT 20% PER ANNUM.  IN EARLY 2000s, BRAND PRODUCT RANGE HAD INCREASED.  AS OF 2005, DOVE WITH ANNUAL SALES OF $50 BILLION IN MORE THAN 80 COUNTRIES.

SURVEYS CONDUCTED.
 Beauty advertiser bombarded consumer with idealised

image of model,supermodel and celebrities.  In early 2004, dove conducted global study on attitude and perception of women with regard to their personal beauty and wellbeing  Only 2% of the women considered themselves “beautiful” & 9% as “attractive”.  The rest of the women considered themselves as average or natural.  Women feel pressured by the stereotype set by market.

Unilever's "Real Beauty" campaign for Dove.

Surveys conducted(cont…)
 68% agree with the fact that unrealistic standards of

beauty exist in the media & advertisement world.  47% agreed that only attractive women are portrayed in popular cultures.  Over 85% believed that beauty could be achieved through attitude & spirit and that “EVERY WOMEN HAD SOMETHING BEAUTIFUL ABOUT HER”.

Unilever's "Real Beauty" campaign for Dove.

CFRB Launched
CFRB- “Campaign for real beauty”
 Global campaign launched in September 2004.  Aimed to promote Dove range of products.

 Purpose was to challenge the stereotypes set by the

beauty industry.

Unilever's "Real Beauty" campaign for Dove.

POST CAMPAIGN FIGURES
Sales in 2nd business qtr rose by 11.4%.

Total sales for DOVE brand rose 6% to US$.5bn.
No. of people visiting DOVE website rose by 200%. No. of calls to consumer call centre increased. Revenues for 2005-(39.67 billion & employed 206000)

Unilever's "Real Beauty" campaign for Dove.

Unilever's "Real Beauty" campaign for Dove.

Unilever's "Real Beauty" campaign for Dove.

Dove self esteem fund
Objective of building self-esteem among young girls. Education about the wider definition of the term “beauty”.

“Uniquely Me” campaign started with girl scouts of USA.

Unilever's "Real Beauty" campaign for Dove.

Dove listens and acts……………
 Interviewing around 3,300 women, between 15 and 64.  Looks were described in two major words i.e. NATURAL & REAL.

 In June 2005 Dove “Intensive Firming” range was launched in

the U.S.  The products contained glycerin, seaweeds extract and elastin peptides that had skin firming properties and help reduce the appearance of cellulite.  The ads appeared in various print media and were placed in highly visible spot.  Dove’s sales in second quarter increased by 11.4% as compared to first qtr and total sales inc. by 6%.

Continuously evolving the campaign
 Commercials during Super Bowl XL in Feb. 2006 for 

 





DSEF(Dove Self Esteem Fund). Dove Self-Esteem Fund is helping girls overcome lifedamaging hang-ups by putting the beauty world into perspective. One-third of all girls in grade 9 to 12 think they are overweight and wants to reduce weight. 56% of 7th graders are satisfied by there looks and 57% girls have...
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