Catherine Tucci, Brittany Carmona, Vicky Mule, Christine Ryan

Activity: Raise Your Hand If...

● You consider yourself beautiful

● You have ever felt insecure about your looks

● You would change at least one of your physical attributes

● You have ever avoided everyday activities because you’ve felt

insecure about your beauty

○ Examples: Attending school, social obligations, giving your

opinion, etc.

Dove’s Main Message

"To create a world where beauty is a

source of confidence and not anxiety."

Dove Brand Overview

● Established in 1955● Starting with the Original Beauty Bar

○ Expanded and Evolved● Products sold mainly at Target, Walmart, Walgreens, and CVS● Their most recent ad campaigns focus on featuring real women

whose appearances are outside the stereotypical norms of beauty○ In 2004 The Campaign for Real Beauty was launched

■ The Real Truth About Beauty

● 11 “ordinary” women

● Showing off their Dove-firm real curves.

● Aims to change the status quo and offer in its place a broader more healthier view of beauty

Real Beauty Campaign

Ad Spending

● Dove’s advertising spending in the United States from 2010 to 2013

Key Customers: Demographics

MRI Data: Dove Body Wash/Shower Gel (Used in the last 6 Months)

Demographics

Women 18-34 (171)

HHI $50,000 - $59,000 (116)

North East (123)

Marital status: Engaged (114)

Child 2-5 (124)

Sales and office occupations (108)

Key Customers: Media Consumption

MRI Data: Dove Body Wash/Shower Gel (Used in the last 6 Months)

Media Consumption

Magazines - Heavy (114)

Internet - Heavy (112)

Watched any video on demand in the last 6 months (115)

TV: OWN (141), Lifetime (139), Bravo (128)

Magazines: Bridal Guide (182), OK! (166), Eating Well (153)

Websites: Livingsocial (137), Monster (134), abc (134)

Psychographics & Customer Insight

PRIZM: Middleburbs/Mainstream Families

“The Real Truth About Beauty: A Global Report”

“By an overwhelming majority, women around the world are most comfortable using the words natural (31%) or average (29%) to

describe their looks.”

“Deeper probing on this issue revealed that four in ten women around the world strongly agree (8, 9, or 10 on a 10-point scale) that they do

not feel comfortable describing themselves as beautiful.”

Psychographics & Customer Insight

Psychographics & Customer Insight

Psychographics & Customer Insight

Current Brand Positioning Celebrate every woman’s unique beauty (Lecture Notes)

Change the definition of beauty

Positioning & Personality

“For women 18-34, Dove is the personal care brand that celebrates every woman’s unique beauty, because only Dove’s understanding of

women, confidence and well-being drives them to create products that help women recognize beauty in themselves and others.”

Brand DNA: Confidence, Positivity, Individuality

Brand Territory: Personal care; hair, lotion, bath/shower, deodorant

Brand Personality: Think Aibileen Clark (Viola Davis) from The Help

Brand Properties: Dove logo, #SpeakBeautiful, hashtag campaigns

blue/silver color scheme

Dove’s Customer Experience Strategies Dove wants to help the next generation of women raise self-esteem and eliminate beauty-related anxiety:

Sponsors:

Global Advisory Board

Boys & Girls Club

Girls Inc.

Girl Scouts

Dove’s Customer experience strategies

Public Relations Case Study● The first stage of the campaign centred on a series of billboard

advertisements, initially put up in Germany and United Kingdom in 2004.

● The spots showcased photographs of regular women (in place of professional models)○ The ads invited passers-by to vote on whether a particular

model was, for example, "Wrinkled or Wonderful" or “Gray or Gorgeous”

Dove’s Customer experience strategies

"Create a new definition of beauty [which] will free women from self-doubt and encourage them to embrace their real beauty."

Dove’s Customer experience strategies

Dove “Little Girls” Campaign - Early 2006 → Featured regional versions of the same advertisement in both print and screen, for which Unilever purchased a 30-second spot in the commercial break during Super Bowl LX

https://www.youtube.com/watch?v=0o4aI-Jp6hQ

Dove “Daughters” Campaign - 2006 → Beauty documentary about the attitudes towards beauty and body image by daughters and their mothers

→ led them into most recent campaign Dove Beauty Sketches, Dove Selfies, Dove #SpeakBeautiful

● Dove conducted a social experiment that proves women something very important

“Women are their own worst beauty critics. You are more beautiful than you think.”

https://www.youtube.com/watch?v=XpaOjMXyJGk

Dove Sketches Campaign

#Speakbeautiful CampaignCampaign kicked off for the Oscars in 2015

“Disgusting” - 6,783 times“Ugly” - 169,480

Support from celebrities: Arianna Huffington LeAnn Rimes

82% of women feel the beauty standards set by social media are unrealistic

https://twitter.com/Dove/status/568521395757404160

Dove Hair: Love Your Curls ● 10% of women in the U.S. “feel proud” of their curly hair● Only 4 in 10 American girls with curly hair said they think their hair is beautiful

Tell Your Story

https://www.youtube.com/watch?v=ou7CyPtkpng

Sources http://adage.com/article/datadriven-marketing/dove-jetblue-top-loyalty-program-rankings/293499/

http://www.dove.us/Our-Mission/Girls-Self-Esteem/Our-Partners/default.aspx

http://www.newsgeneration.com/2014/04/11/pr-case-study-dove-real-beauty/

http://www.huffingtonpost.com/2015/01/20/dove-love-your-curls-campaign_n_6506930.html

http://www.adweek.com/news/advertising-branding/dove-and-twitter-team-address-hateful-tweets-about-beauty-oscar-night-163040

http://www.dove.us/docs/pdf/19_08_10_The_Truth_About_Beauty-White_Paper_2.pdf

http://www.dove.us/Where-To-Buy-Dove/default.aspx

http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx