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.
"We want to challenge the definition of beauty. We believe that beauty has become too narrow in definition. We want to defy the stereotype that only the young, blond and tall are beautiful."1
- Philippe Harousseau, Dove's marketing director, in January 2005.
"No doubt, the rewards will be huge. In just a month, this campaign has significantly raised the profile of the brand(Dove); legions of women are looking to reward Dove for taking the step away from hollow-cheeked models by stocking their bathroom cabinets with Dove products."2
- Martha Berletta, author, Marketing to Women, in September 2005.
"They might get the consumer's attention but only briefly. Using real people in ad campaigns cannot work in the long-term because the job of advertising is to create fantasy images that people will aspire for. People want to escape from reality. I personally think women will want to be more fashionably South Beach than overweight middle America. Who wants to see a big butt on a billboard? I personally think that these are compensation ads for the country's ever increasing obesity issue and gives out the message that it is ok if you are fat."3
- Gerald Celente, Director of the Trends Research Institute4, in September 2005.
Defying Beauty Stereotypes
The CFRB was launched as a global campaign by Unilever in September 2004 to promote its Dove range of personal care products. The Dove brand was one of Unilever's leading personal care brands, with products like soap, body-wash, shampoo, etc.
1] "Embracing Real Beauty," www.ad-rag.com,
January 18, 2005.
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