Unilever's "Real Beauty" Campaign for Dove
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Wolf in Sheep's Clothing?
...Or is it A Risky Proposition for the Brand?
Marketing messages in the beauty industry are largely "aspirational". It is also common marketing knowledge that people are attracted to the attractive images shown in these ads and make an unconscious connection between the model's appearance and the products. Some experts felt that Dove's campaigns had a significant marketing risk as it had to convince women that they need Dove products to become even better...
Exhibit I: A Brief Note on Unilever
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