Dove Evolution of A Brand Analysis
Campaign of Real Beauty
The campaign began in the year 2004 with pre-campaign research. The advertising campaign involves a collaboration between Mather and Ogilvy. The campaign aims to raise questions about the beauty awareness and stereotypes in the beauty industry. All this for the women with the purpose of recognizing and acknowledging their beauty. A study conducted by the Global Academic Research Corporation, shows that the happiness of any woman is directly related to her beauty. Dove’s Self-Esteem Foundation has also raised funds to help the girls with low self-esteem to overcome their lack of self-esteem.
It is estimated that about 68 percent of women agree that the world of advertisement and media, has unrealistic beauty standards. On the other hand, for 47 percent of women; popular culture represents only attractive women. Around 85 percent people believe that beauty is only related to mind and attitude of any woman. The aim of this study is to broaden the meaning of female’s beauty, because in ten countries; only 2 percent of women consider themselves beautiful. Therefore, the goal of this campaign is to involve women of all ages, body types, sizes and race.(Zode, 2015).
The goal of this campaign is to engage the real women, even if they have role models. Although, like other organizations in the beauty industry; Dove may also use inappropriate and unhealthy fashion models to promote the products. However, the goal of real women’s participation is not only to promote Dove’s products, but also to promote the concept of natural beauty, in women around the world.
Conclusion
The company is one of the fastest growing companies, which has occupied a large market in a short period of time. This is one of the healthiest brands. This campaign seemed a failure, but that is not all; many people got inspired from it. People began to talk about stereotypes, how to set beautiful norms only through the media, and how insignificant they are. The impact of the event on the market is very large, people act according to their understanding, which is a very risky move for the company as it raises questions on the company’s motivation and marketing strategy. Many people think that the company is risking its market position and many people also do think that this idea is very attractive and should only be expressed in a way that doesn’t damage the company’s reputation...............................
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