Dove Real Beauty Campaign
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
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