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Overview of dove real beauty skecthes campaign
The Dove Real Beauty Sketches campaign, launched by Hindustan Unilever, aims to empower women and boost self-esteem by challenging unrealistic beauty standards portrayed in media. The campaign highlights that only 2% of women describe themselves as beautiful and focuses on redefining beauty through initiatives like the selfie documentary and mirror photo campaign. As a result, Dove has successfully increased brand awareness and sales while attracting positive media attention.
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Overview of dove real beauty skecthes campaign
- 1. OVERVIEW OF DOVEREAL BEAUTY SKETCHES CAMPAIGN Presentation By: D.Akhil Raviteja Dharmateja Khushboo Mishra SD Sohail
- 2. INTRODUCTION • Dove wasintroduced in the year 1957. • Known for leaving the skin smooth, soft and clean. • Its parent company is Hindustan Unilever (HUL) THEME- Empowering women and boosting self-esteem
- 3. HISTORY • Anglo-Dutch Multinationalcompany • It is third largest consumer goods company in the world • Revenue €50billion and Netprofit is €5 billion • Dove is the top brand in Canada VISION: To make 2billion people that use Unilever products each day look good, feel good and get more out of life
- 4. • SEGMENTS &CATEGORIES: Refreshment, Homecare & Personal care • Brands: Lipton, Knorr, Hellman, Magnum, Sunlight, Axe, Vaseline & Dove • Dove Line: Body washes, Hand & Body lotions, Facials Cleaners, Deodorants, Shampoos, Conditioners & hairstyle Products for Men & Women
- 5. POSITIONING • Axe &Old spice -Boosting the male ego by providing men confidence • Loreal Garnier & Pantene Confidence to women • Ives & Irish -Focus on aroma & Position them in sensorial uplift segment in market
- 6. CAMPAIGN FOR REALBEAUTY • 2% women describes themselves- beautiful • 47% women- body weight- too high • 48% women believe that they are less beautiful • 68% women strongly agree media & advertising set an unrealistic standard of beauty that most women can’t ever achieve • 59% women agree- physically attractive women are more valued by men
- 7. NEW VISION • In2010 Dove movement – Self Esteem • Dove provides younger women with a tools & resources to help celebrate real beauty with support of communicate • 8.5 million have to reach • 15 million- 2015
- 8. Strategies • Selfie Documentary Motherand daughter team to submit a selfie to a photo exhibit This alternative for redefining TRUE beauty • Mirror Campaign Many people invited to take photo in front of mirror Dove samples are handed over to participants in public places like (bus stop, subway cars)
- 12. OUTCOMES • Dove isnot only able to attract the attention of many customers but it also able to attract positive attention from 100s of media • 6% increases in sales • Intention to create strong brand awareness by changing definition of mass market by thought of beauty • It was argued that this reinforced a narrow perception of beauty
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