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.
However, critics felt that this campaign could prove counter-productive as marketing messages in the beauty industry were largely aspirational and Dove could be perceived as a brand for fat and ugly girls. Some critics also felt that CFRB was a contradictory as it strived to sell Dove Firming Range of products in the guise of debunking beauty stereotypes.
» Understand the factors that contributed to the success of Unilever's "Campaign
for Real Beauty" for Dove
Unilever, Dove Intensive Firming range, Campaign for Real Beauty, consumer research studies, Marketing Management, Branding and advertising, Public Relations , Dove Self-Esteem Fund, Societal Marketing, Women consumers, Beauty care industry, beauty stereotypes, Ogilvy & Mather, personal care brands, Buzz Marketing
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