Real Beauty Campaign For Dove Marketing Strategy?


The main aim of Dove’s marketing strategy is to promote real beauty among women, represent women of different colours, countries, ages, etc. This is why the company comes up with many marketing campaigns that try to break the beauty stereotypes that are portrayed in the media and to create a more inclusive version of beauty in the media.

How successful is the Dove Real Beauty campaign?

The Real Beauty campaign has won two ad awards to date and has sold an enormous amount of product. Sales have increased to $4 billion today from $2.5 billion in its opening campaign year. Dove as a brand has gone above and beyond the traditional purpose of selling Beauty and Body care products to its consumers.

Why is Dove advertising “real women?

Dove changed its marketing strategy and started advertising “Real Women” in their advertisements. They wanted to address issues of body shaming, and the fact that natural beauty comes from within. The year was 2004 when Dove and Ogilvy & Mather organized a photography exhibit titled “Beyond Compare: Women Photographers on Real Beauty.”

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What made the Dove Real Beauty campaign successful?

The campaign flourished because it connected with the audience in the sense that there is a huge self image problem amongst women. The outcome enabled women to think of beauty in a new and different way; a more positive way, all thanks to Dove.

Why Dove felt the urgency to launch the Campaign for Real Beauty?

Dove realized that there was a need to Page 20 13 ignite a conversation about body image, so they launched their first Campaign for Real Beauty. The vision of their campaign was to prove that the current standard of beauty was unrealistic and unattainable.

When was the Dove Real Beauty campaign launched?

In 2004, we launched the Dove Campaign for Real Beauty, a first-ever campaign to feature and celebrate real women.

Who is the target audience of Dove advertisement?

Target Audience: Dove’s target audience was comprised of highly engaged women active on digital and social media. The brand focused on females, ages 18 to 35, who valued natural, healthy beauty products.

How is Dove marketed?

1. Dove started it’s marketing campaigns in 1957 with the “Simple Face Test” and has come a long way since to the “Campaign of Real Beauty”. Their ads were made with the intention of changing the norms. Another advertising campaign called “#ChooseBeautiful”, showed how feeling beautiful and confident comes from within.

Why did Dove campaign fail?

Dove has apologised after publishing an advert on its Facebook page which showed a black woman turning into a white woman. The brand was accused of racism over the online advertising campaign and it later admitted it had “missed the mark” with an image posted on Facebook.

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How effective was the real beauty campaign?

The campaign’s impact extended beyond promoting a vision for beauty equality. Sales for Dove jumped from $2.5 to $4 billion in the campaign’s first ten years. Dove bars became the number one preferred soap brand in the U.S. and Unilever’s best selling product company-wide.

Why did Dove Global Real Beauty ad campaign fail in China?

Unilever’s Dove challenged stereotypical standards of physical appearance in China in order to showcase its brand value of ‘real beauty by real women’. Many Chinese women devote themselves to the pursuit of unrealistic physical standards and feel depressed or anxious when they cannot attain society’s ideals of beauty.

Who made the Dove Real Beauty campaign?

The Dove Real Beauty campaign was conceived in 2004 during a 3-year creative strategic research effort, conducted in partnership with three universities, led by Joah Santos. The creative was conceived by Ogilvy & Mather Düsseldorf and London.

Is the Dove Real Beauty campaign still going?

Although the campaign itself has been the subject of much criticism, and the controversy surrounding Unilever remains, the Dove Campaign for Real Beauty is still going strong almost 10 years after its initial launch.

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