Through the centuries, the image and role of women have taken several forms. However, women have always been confronted with very restricted stereotypes of beauty. Historically, society and the media define the standards of beauty that most women seek to comply.
From the 60s, the cult of thinness and youth prevailed until today. A silhouette which is slender, and even skinny, has become the ideal of beauty conveyed by the media and haute couture. This reign of thinness is even more apparent: 20 years ago, most models weighed 8% less than the average woman, and today, the difference is about 23% less.
Founded in 1954, and belonging to Unilever, Dove was known for its soaps. Today it offers wide ranges of products for body, face, hair etc. The brand ranks among the world's leading brands in the cosmetics market (skin care body and face), a fragmented market where it is hard to differentiate
[...] Positive consequences for the economy, despite consuming: Favorable for the economy: by presenting an ideal of unattainable beauty, the media support the growth of the cosmetics industry (slimming, wrinkle . ) and contribute to the boom in the cosmetic surgery. Women: These icons lead to impractical expectations about beauty in women, particularly among girls who may experience a lack of self-esteem, and lack of confidence, which may be followed by depression and severe behavioral disorders and food related problems. The media is used to the popularity of icons of beauty with symmetrical features and smooth skin, symbolizing youth, thinness, and an ideal of unattainable and unreal beauty. [...]
[...] Thus, Dove was able to differentiate itself from its competition, finding itself propelled to the rank of brand "pioneer" in communication, and as a result, in sales rose by 2005 and 10% in 2006. Sources: Magazine "Strategy", International Study Dove program "The real story of real people Sheet Had the brand Dove gone too far in its strategy? Having attacked the cult of thinness ("For the real curves") and youth (campaign "Pro-age), Dove denounces a new phenomenon, the conditioning of girls; a strategic focus that would create controversy. [...]
[...] In France, the cosmetics market realize earned 15 billion in 2007, and expenditures have never been higher (205 per person on average).Dove is challenged particularly by L'Oreal, the world leader, followed by Nivea, and also by the emergence of a new market for organic cosmetics. The products are similar, and there is a higher need for differentiation. Today consumers are moving toward a brand. Towards new brand values Body image and self-esteem are related, Dove wants to reconcile them by suggesting a broader and more realistic definition of beauty. [...]
[...] Dove opens a public debate to which it invites its consumers, advertising in the form of questionnaires, with the option to respond on the site, and to give an opinion on the campaigns, and by organizing a competition. Dove launches into viral marketing To give more weight to its message Dove created "The fund Dove Self-Esteem" and launched hard-hitting internet spots. The first is a behind the scenes "Evolution" of advertising by the transformation of an ordinary woman into a glamorous icon, through all the steps (make up, image editing . [...]
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