Dove Beauty Contest
Dove Beauty Campaign
What it is:
In 2004 Unilever launched the dove campaign for real beauty which is a marketing campaign to help women feel good about the way their body is shaped. Dove had a few partners which are some marketing and communication agencies such as, Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications.
What was good:
The campaign was very successful and received a lot of attention from many tv talks, women's magazines and attention on socila media. Plenty womens self esteems were raised, so in just the first six months of the campaign release, unilever made a 700% increase in sales from their brand dove. The campaign received multiple awards such as two of the Cannes Lions Grand Prix Award for their online video called "evolutions" and received a lot of positive feeback on social media. Its supportive online community reached over 200million people. Dove also launched an online self esteem toolkit to help women with things like guides, workshops and videos to boost their self esteem. This was also successful as the self esteem toolkit dove made will reach 40 million users through their educational programmes.
What was bad:
Although the dove beauty campaign was most successful it had some faults. One of these is that the women dove portrayed in their campaign as "real women" all had similar body types. This affected some people negatively as it is as if dove is saying real women have to be thin. This also is a bad thing as some teenage girls look at models to see how their bodies should look. So since these girls have repeatedly been told that these models are fake they should look at healthy real women. Naturally they looked towards the dove beauty campaign which was showing what real women look like and that they should be confident looking like they do. This would leave these girls feel self conscious about their bodies since even the real women portrayed in the dove beauty campaign are thin. Of couse it wasnt just young girls that would be left self concious but also numerous older women. This is because some of the products dove sold were shaped differently depending on your body shape, which some people found hurtfull.
Another downfall of the project is that unilever own the brands like Axe and
Fair & lovely. The problem with this is that both these brands were opposing wat the dove real beauty campagin was for. The axe brand was known at that time for sexualizing women and for not accepting larger women. One of their campaigns called the "Bow chicka wah wah" campaign. Some of the adverts for this campaign was about an in your area page where women would lose their minds and do what they were told by bearer of the Axe product. Fair & lovely was a brand that provided products that made women become the skin colour they wanted. One of the adverts for on of the products included a woman who could not get a job, so sh got fair
& lovely's product to make her whiter and so suddenly she gets the jobs and a attracts attention from men.
References: wikipedia, The inquisitive mind
Although the dove beauty campaign was most successful it had some faults. One of these is that the women dove portrayed in their campaign as "real women" all had similar body types. This affected some people negatively as it is as if dove is saying real women have to be thin. This also is a bad thing as some teenage girls look at models to see how their bodies should look. So since these girls have repeatedly been told that these models are fake they should look at healthy real women. Naturally they looked towards the dove beauty campaign which was showing what real women look like and that they should be confident looking like they do. This would leave these girls feel self conscious about their bodies since even the real women portrayed in the dove beauty campaign are thin. Of couse it wasnt just young girls that would be left self concious but also numerous older women. This is because some of the products dove sold were shaped differently depending on your body shape, which some people found hurtfull.
Another downfall of the project is that unilever own the brands like Axe and
Fair & lovely. The problem with this is that both these brands were opposing wat the dove real beauty campagin was for. The axe brand was known at that time for sexualizing women and for not accepting larger women. One of their campaigns called the "Bow chicka wah wah" campaign. Some of the adverts for this campaign was about an in your area page where women would lose their minds and do what they were told by bearer of the Axe product. Fair & lovely was a brand that provided products that made women become the skin colour they wanted. One of the adverts for on of the products included a woman who could not get a job, so sh got fair
& lovely's product to make her whiter and so suddenly she gets the jobs and a attracts attention from men.
References: wikipedia, The inquisitive mind
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