Dove's new campaign about how women are more beautiful than they actually think they are
Women are their own worst beauty critics. Only 4% of women around the world consider themselves beautiful. Dove wants to create a world where beauty is a source of confidence, not anxiety. So, the brand decided to conduct a compelling social experiment that explores how women view their own beauty in contrast to what others see.
Women are their own worst beauty critics. Only 4% of women around the world consider themselves beautiful. Dove wants to create a world where beauty is a source of confidence, not anxiety. So, the brand decided to conduct a compelling social experiment that explores how women view their own beauty in contrast to what others see.
Dove's campaign has been appreciated as well as condemned by various groups. Appreciated for the obvious novelty of the campaign. But it has come in lot of criticism due to the choice of the women or models (some claim that they were already good-looking, and therefore, not average, while others say that the artist should not have put words into their mouth to compare the drawings. Whatever, the campaign has been immensely successful.
ReplyDeleteUnderneath the Dove’s campaign is the reinforcement of the same old messages about how beauty is the most important asset for a woman to have! Ideal self image and real self image fight as always (in beauty products). I do appreciate how they do not use Dove branding directly, like the style of advertising.
ReplyDeleteAbsolutely, and anyone who is interested in studying consumer behavior would immediately notice that the women's description of themselves was always uglier than the description of others. It was self-deprecatory and highlighted their uglier features prominently while ignoring the prettier features.
DeleteAn interesting marketing strategy combining social and commercial aspect. Besides promoting sales, the ad is going to give a boost to the self esteem and confidence among women.
ReplyDeleteAn interesting marketing strategy combining social and commercial aspect. Besides promoting sales, the ad is going to give a boost to the self esteem and confidence among women.
ReplyDeleteThis is an interesting marketing strategy keeping in mind the social and commercial view. Dove is a great product to give great boost to the self esteem and confidence among all women.
ReplyDeleteWith Dove & Pond's joining the other top revenue grossing brands in the Unilever's portfolio within a short span of 10 years in India, premium lifestyle products are increasingly appealing to the consumers.
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