Dove's Real Beauty Campaign Analysis

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1.2 GOOD PRACTICES Dove walk out from their comfort zone to the standard press release by focusing on key stories underlying the campaign and using compelling headlines to properly frame their cause. “Over half (54%) of women globally agree that when it comes to how they look, they are their own worst beauty critic, which equates to a staggering 672 million women around the world” Dove is the number one cleansing brand and is growing at more than 25 percent yearly. They are doing a sixth-month rollout of their hair care line. On advertising itself, announcing in 2002 a multi-million dollar advertising alliance with AOL Time Warner. Unilever expanded a co-marketing deal with Bally’s Total Fitness that makes Dove the exclusive sponsor and…show more content…
This campaign was created after a study showed only 2% of women around the world described themselves as beautiful, causing a need for a broader view and definition of beauty. The clip "Real Beauty Sketches" - launched on 15th of April 2013, was a captivating social experiment. It has become a viral phenomenon in a short period of time. The video racked up its fair share of critics when it has past 1 million views on YouTube. It is a Ogilvy’s creation clip which featured a police sketch artist drawing a women as how they describe themselves versus how strangers see them in a different way. As a result, women saw that they are more beautiful than they think they are. This clip has been praised by many women as a heartwarming reminder for every women out there to stop looking down on their elves and boost up their confidence. However, some of them feel the video actually reinforces beauty stereotypes by stating one sketch as “uglier” than the other one. There was major backlash to this viral video sensation. Below are the critics towards the clip. 1. It features too many traditionally attractive white…show more content…
Dove went beyond just rebranding. Before it launched the campaign, it knew the campaign would be criticized, so it concluded that just talking about these issues wasn’t enough. One reason may be that despite the critiques, the campaign can still be seen as a step in the right direction. The campaign does not only helped Dove successfully increase its sales and number of awards, but it has also increased women’s confidence. According to a Harvard psychologist, Nancy Etcoff, by examining the campaign she found out that women nowadays describe themselves as beauty on a wider variety of qualities outside of just looks, such as confidence. Through the latest “Dove Real Beauty Sketches” clip, they successfully make most of the women to take home the message being “you are more beautiful than you think.” The launch of the video clip immediately became a hot topic and generated much discussions between the public, both positive or negative. Dove still feels like it needs to play a role in ongoing discussions about beauty and body image. “We’re going to try to change a generation, Mac Leod said. “You have to wait until they grow up to see what
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