Dove - Campaigning for Real Beauty*

            


Details


Case Code : CLCB025
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

Dove, Anorexia Nervosa, Henley Center, National Institute of Mental Health, Campaign for real beauty, Unilever, Johnson & Johnson, Nivea, Slim-Fast and Stereotypic model

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 


Abstract:
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Dove's new promotional campaign tried to break away from the stereotype images of beauty portrayed by the media and advertisements. The campaign titled 'Campaign for real beauty' caught the attention of the public. The caselet deals with the challenges the company had to face while implementing the promotional campaign.

Issues:

The role played by advertising companies and the media in portraying images of beauty
How companies are trying to be authentic in their promotional campaigns
Influence of peer groups and reference groups in influencing beliefs of people

Introduction

Dove, a leading cleansing brand from Unilever, has been criticized for coming out with campaigns portraying stereotypic definitions of beauty which promoted the idea that looking great meant being thin.


"People feel under pressure to improve their appearance, even at times such as childhood, pregnancy and later in life, when, traditionally, it was OK not to bother," said Tamar Kasriel, Head - Knowledge Venturing, Henley Center, a marketing consultancy...

Questions for Discussion:

1. Assess the challenges the "Campaign for real beauty" campaign faced and will face in the future.

2. In which ways were "Campaign for real beauty" unique as compared to promotional campaigns of beauty companies?


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