The Dove Campaign presented by JRE student Stuti Jain.

1. DOVE: REAL BEAUTY
CAMPAIGN
A CASE STUDY ON HOW DOVE MARKETS IT’S
BRAND UNTIL TODAY

2. THE VALUE
 Dove Marketing Director, Philippe Harousseau said
“We want to challenge the definition of the beauty.
We believe that beauty has become too narrow in
definition. We want to defy the stereotype that only
young, blond, and tall are beautiful.”
 This is the underlying value that surrounds Dove’s
real beauty campaign. The campaign was
developed by Ogilvy & Mather, Toronto, and has
won about every major creative award known to
man. Kudos.

3. REAL BEAUTY
CAMPAIGN
 In 2004, Dove launched a successful Campaign for
Real Beauty which featured real women, not
models, to promote not only Dove products but to
advertise real, natural beauty that consisted of “real
women curves” and not the unrealistic and
unhealthy thin models. In order to release the
Campaign into the public, Dove released a study
that they used as a spring board to launch their
Campaign for Real Beauty.

4. THE SURVEY
 Among the findings of the study, were the following statistics:
 Only two percent of women describe themselves as beautiful.
 Sixty-three percent strongly agree that society expects women
to enhance their physical attractiveness. Forty-five percent of
women feel women who are more beautiful have greater
opportunities in life.
 More than two-thirds (68%) of women strongly agree that “the
media and advertising set an unrealistic standard of beauty
that most woman can’t ever achieve.”
 The majority (76%) wish female beauty was portrayed in the
media as being made up of more than just physical
attractiveness.
 Seventy-five percent went on to say that they wish the media
did a better job of portraying women of diverse physical
attractiveness, including age, shape and size.

5. THE AD CAMPAIGN

14. THE IDEA
 The idea that Dove wants to promote is “to make
women feel more beautiful every day by
challenging today’s stereotypical view of beauty
and inspiring women to take great care of
themselves.” The use of women “of various
ages, shapes and sizes” is designed “to provoke
discussion and debate about today’s typecast
beauty images.”

15.  The Dove campaign has provided a different
perspective, a perspective that is not normally
advertised and portrayed in the media. The idea of
REAL and healthy women being advertised
emphasizes what is normal and ideal to see in
society. Media has been able to strongly influence
and dictate our lives by setting standards in the way
we should look and act in order to be accepted in
society. There needs to be a new standard set
before the media on what real people and real
beauty looks like.

16. PUBLIC RESPONSES
 Melindawhite Says:
 November 28, 2010 at 11:14 pm I LOVE the Dove Campaign for Beauty!! I could sit
on their website and read the information all day long! I think that this should be
shown to all young women to help them embrace who they are and not want to be
who the media thinks they should.
 Rjones34 Says:
 November 29, 2010 at 3:20 am I just wanted to say that I love the dove campaigns!
I believe that they really can be an inspiration to those who have low self-esteem
about their body image. They show what really goes on behind the scenes of the
deceiving beauty industry.
 kyliedurham Says:
 November 30, 2010 at 7:03 pm I love Dove’s campaign! It is so great that someone
is going out there and encouraging TRUE beauty!
 Meganh5 Says:
 December 3, 2010 at 3:59 am I agree with the above comments, the Dove
campaign really is great. It’s good to know that others out there are addressing the
negative impact media has on body image.

17. SUCCESS OF THE
CAMPAIGN
 The results are 700% sales increase in firming
products in Europe.
 Sales of products in advertisements increased by
600% in the first 2 months of the campaign.
 $1Billion in sales the year the campaign was
launched (far exceeding company expectations).
 Dove models appeared in 618 newspaper clippings
across Asia (PR), Overall sales in Asia Pacific
countries increased by 26%.
 ROI: $3 for every $1 spent.

18. OWNABLE BRAND IDEA
 Ownable brand idea (OBI) elevates brand to a
bigger place in people’s lives which makes them
more loyal, more likely to advocate on your
behalf, and assign more value to your products.
OBI also sets a clear guideline for every action and
behavior. OBI is defined as a deep rooted belief
that can be lived by the brand that drives all activity
and increases consumer bonding.

19.  Dove break down its OBI to some creative touch
points. This touch points define the points in the
customer journey and select ones which most relevant
for bringing OBI to life.. If we have a look at Dove
Website, Dove clearly want to persuade women to
inspire and help others. If we see Dove Shampoo in
Indonesia, Dove comes up with Dove Sisterhood. Dove
Sisterhood persuades women to be amazing woman
by “looking good by doing good”. Through Dove
Sisterhood, Dove want women help and inspire one
another by any kind of positive activities. From this
integrated brand essence, brand ownable idea, and
marketing program, Dove enjoys itself as brand which
inspire women.

20. Thank You !