The choice of the slogan on the Dove campaign, 'For every beauty', is an original and relevant one. The advertisement itself is original and appeals to women. Its goal is not only to convince potential customers but also to develop some trust between the brand and its target.
The company targets women who are aged 20 and over. The advertisers did not use dummies or models, but focused on young women from off the street. The reason behind this strategy is twofold. The strategy recognizes the target face for a new product and also shows a new vision of beauty.
The company wants women to understand that these products have been created for them, and not just the usual stereotypical celebrities, who advertise most beauty products. By displaying posters that tell the women that they can be beautiful, Dove wants to restore confidence in women.
Women will quickly be able to relate to this product in comparison with the other products in the market. They will quickly grasp the message that Dove wants to convey i.e. 'After using Dove, when they look into the mirror, they will look as beautiful as any celebrity'.
The product is affordably priced and the product is available in supermarkets. The product is easy to find and is accessible to all. The cosmetic market is highly competitive and there are a number of luxury brands like Dior, Lancome, Sisley etc, but there are also retail brands like Dove, L'Oreal, Nivea etc.
Tags: Dove campaign, retail brands and luxury brands, analysis of brand building of Dove
[...] They deliberately chose these women for two reasons: - Recognition of the target faces for a new product - A new vision of beauty. This campaign is of particular interest because it represents an important innovation in the world of cosmetics. Rather than changing buying behavior, it aims to influence the dominant idea of beauty with one's real image. This campaign marks a kind of turning point. In this paper we will try to fully understand the objective of this advertising campaign and the means used to achieve it. [...]
[...] It is the lifeblood of this advertising. More publicity here leaves some freedom of judgment by asking passers-by what they think. One of the posters has a young woman posing with a smile with a caption that reads, "Round or radiant?" The other poster is of an older woman whose skin bears marks of ageing, the caption of this poster reads, “wrinkled or radiant?” This question has a strong impact on the reader, for the first time wrinkles and curves are presented as a benefit and a plus in terms of beauty. [...]
[...] The posters are simple but striking. And the objective was achieved as several women identified with the posters. The promise seems accessible and sincere. This campaign does not sell a dream but a simple solution that touches the emotions of all women who feel that they are flawed. They feel understood and heard but are mostly happy that a brand has identified that what is more important than getting rid of physical flaws is accepting that they are beautiful and boosting their self- esteem. [...]
[...] The price of the product is affordable and can be picked up at any supermarket. This makes the product easy to find and accessible to all classes of society. This product is a part of the cosmetics industry which is a very competitive industry; it has luxury brands such as Dior, Lancôme and Sisley as well as retail brands such as Dove, L'Oreal and Nivea. The main consumer market for these products and brands are women. Dove is different from other brands, not only because of the products it offers, but also the advertising campaign that is innovative, striking and with which every woman can connect to. [...]
[...] ¬ Promise or benefit They are not offering a wonder product with big explanations, the guarantee of performance is not the first they that have chosen to highlight. This range offers an acceptance of oneself including ones flaws. It demonstrates that the mere acceptance of yourself makes you beautiful and it tells you how Dove can accompany them on this path of self-acceptance. ¬ Evidence or support The proof of the performance of this product is that they are not using highly paid models to be their spokespersons, for the first time, they are putting forward imperfections and stating that they are beautiful. [...]
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