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One brand in particular decided to take a stand and do something different, to stand out. That brand is Dove.
After the study reported that only 2 percent of women considered themselves beautiful, the executives at Dove saw a great opportunity.
Because they were recently beginning to introduce beauty supplies, other than soap, into their product line, they thought maybe they could start a conversation about beauty. The aim of the Dove Campaign for Real Beauty is to celebrate the natural physical differences personified by all women and to encourage them to have the confidence to be comfortable and happy with themselves.
This campaign has won a handful or two of ad awards and has sold an enormous amount of product. Research from a Harvard psychologist, Nancy Etcoffexamining the campaign then and now found that more women today describe beauty on a wider variety of qualities outside of just looks, such as confidence.
Real Curves was a pioneer ad from the U. This video was the first double Grand Prix winner in the history of the International Advertising Festival in This video shows a young girl bombarded by media images seemingly designed to make her insecure about her looks.
Real Beauty Sketches was a viral video in which a police sketch artist contrasted how women describe themselves to the prettier versions described by others. This video won a Titanium Grand Prix. This is a short film that was displayed at the Sundance Film Festival in which a photographer teaches high-school girls and their moms to boost their confidence and expand their views of what beauty is by taking self-portraits with their phones and posting them on social media.
What has made this campaign so successful? Dove went beyond just rebranding. Dove still feels like it needs to play a role in ongoing discussions about beauty and body image.he attack took place in Houston, Texas, and the police are still searching for the suspect.
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Watch breaking news videos, viral videos and original video clips on caninariojana.com Mar 05, · Dove Campaign for Real Beauty Case Study. By: Melinda Brodbeck and Erin Evans Presented March 5, SITUATION: The Dove Campaign for Real Beauty (CFRB) began in England in when Dove’s sales declined as a result of being lost in a crowded market.