Dove is a brand of cosmetics and is now part of the Unilever group. The trademark logo of this company is a dove, whose stylized color often varies according to the advertising campaigns. The brand communicates significantly through the media especially establishes a close relationship with some women who are the target of the communication and although it advertises its products, the brand boasts more of a new way of thinking to apprehend a new meaning of beauty.
The target marketing, "these are all women," says Sylvie Laplace, brand manager for Dove. The brand will definitely break the codes of beauty developed almost feel with a mission: to help women feel more beautiful. Positioning excluding that is not shared by any of its competitors.
Dove's mission is to encourage women to feel beautiful every day by getting rid of stereotypes and fixed close to the beauty and taking care of their bodies. Dove believes that beauty comes in different shapes and sizes and at different ages and that the "real" beauty can be authentic and amazingly beautiful. That is why, in 2004, Dove launched a worldwide campaign called "Campaign for all beauties" to initiate discussion and stimulate debates on standards of beauty. The ads showed women whose appearances differed from the classical ideal of beauty.
These have generated many positive responses. This communication strategy against the current International advertisements was based in particular on a joint study by Harvard University and the London School of Economics. The team interviewed some 3,200 women of 18 to 64 years in a dozen countries for the views of women on their looks and also for their views on the portrayal of women as advertising has gradually created development of roots in our culture and stereotypes of beauty that severely highlights, among others the absolute necessity to be thin to be beautiful.
The campaign for all beauties is organized as follows: 2004 was the first season as part of Dove's "Campaign for the beauties." To support the launch of firming lotions, the Dove firming program.
Revolutionizing the world of cosmetics, Dove advertising shows women in white garments: round, large, small, smiling, vibrant and lively.
One of the first advertisements that oppose the usual dictates of thinness in the field of cosmetics, particularly products thinness. In the television campaign, the women play their belly laughs a little too round, buttocks a little too soft for accepting who they are and make the joy of living the single criterion of beauty.
This caused the launch of a slogan: "tested on real curves", claiming the reliability of Dove products over the competition. The first advertisement was a great success and was adapted in many countries around the world.
The second campaign in 2005 was a campaign that supported corporate values of the company more than a particular product. The Western campaign shows five women, with white hair, no breasts, with curves and freckles, which do not meet the criteria of traditional beauty.
The slogans directly questioning the consumers are: When can we be proud of our gray hair? Beautiful skin should it necessarily be uniform? The beauty is it necessarily in the back 36? Does it cease to be beautiful after 60 years? The beauty must necessarily fill a 95C? These slogans are creating a relationship of proximity and complicity with women.
In October 2005, the campaign was awarded the Award for ZORRA for having paid attention to women and upset the traditional roles of beauty.
Tags: Dove, advertising campaigns, communication strategy of Dove
[...] Study of the international communication strategy of Dove Communication Strategy International Dove 1. Analysis and Diagnostics The company Dove is a brand of cosmetics which is now part of the Unilever Group. The brand logo is a dove, whose stylized color often varies advertising campaigns. A few statistics – Dove is the number 1 brand in the world of body care products and cleaners – CA sales of 2.5 billion Euros in 2006 in 80 countries – More than 1 billion showers are taken each year in the United States with Dove products Marketing mix: ¬ Products: In 1957, Dove launched soaps containing 1/4 moisturizing cream, designed specifically for dry and sensitive skin. [...]
[...] Under the statement "The truth about true Beauty", is that it "is part of an idea which is more widespread than the representations of female beauty, and helps to perpetuate a sense of beauty which is neither authentic, nor accessible, "says the foreword. Designed to explore the concepts of beauty for modern women, it also aimed to assess their level of acceptability of beauty. Conducted among 3200 women aged 18 to 64 years in ten countries, the study shows the incredible complexity of women to their image. The word "beautiful", the study said, is not a term that women willingly use to define themselves. Only of women chose that adjective to describe themselves in France, but in Brazil). [...]
[...] This global campaign aims to make a difference and offer a broader, healthier and more democratic vision of beauty; a vision of beauty that all women can own and enjoy everyday. Finally, the purpose of the brand is to de-complex women. To achieve this important goal, the Campaign "For All Beauties" occurs in several areas: • Creating a forum for women to discuss and debate on the definition and standards of beauty in society. • Publication of an international academic study, that explores the relationships women have with the world of beauty, and their correlations with happiness and welfare. [...]
[...] They show woman as she really is, with her natural forms, her curves, and her imperfections. They show her true beauty with slogans such as "tested on real curves", "show its true beauty" or "beauty has no age". The "For every beauty" campaign allows Dove to make self-esteem a central theme. Moreover, the brand also supports associations that are fighting to improve the image of women, thereby obtaining an image of pioneer and revolutionary. However, today the brand Dove is challenged by Nivea which has launched its campaign based on the statements of beauty advocating arguments such as a spark of beauty is in all of our loved ones . [...]
[...] For 48% of interviewees, the relationship of beauty, wellness, and self-esteem is obvious. They therefore strongly agree with this statement: "When I feel less beautiful, I feel less good about myself in general." Having examined how women evaluated themselves in terms of beauty and physical appearance, the study examined the social representations of beauty distilled through the media and society. And there, the answers are clear. Nearly three quarters of the interviewees believe that beauty "is increasingly demanded and rewarded socially." Becoming a societal requirement, youth, beauty becomes an increasingly elusive target for those who are not born with playmate proportions. [...]
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