Dove's Campaign for Real Beauty

Paper Summary:

The paper looks at how Dove's "Campaign for Real Beauty" affected the company image and sales. The paper reveals that whether the campaign is succeeding in its stated goal of improving women's self esteem is up for debate, but the campaign has definitely been extremely beneficial to all of Dove's products. The paper further relates that Dove received national debates, media coverage in unprecedented amounts, and an 80 % increase in volume shares, which, in the writer's opinion, is something almost any company would be satisfied with.

From the Paper:

"In June of 2005 Dove released its now famous Campaign for Real Beauty ad campaign, designed to sell firming lotion to women. The advertisements and commercials feature six women, ages 20 to 26 who range from a size six to a size twelve. The emphasis is on appreciating the beauty of natural women and not the artificial ad agency ideals of the ultra thin supermodels. The company, who once sold bar soap exclusively, has certainly flaunted the rules and ignored conventional wisdom."

Sample of Sources Used:

• Huh, Nam Y. (August 3, 2005) Company sells beauty products without the use of supermodels. Dove Ads with "real" women get attention Retrieved 11-7-2006 from http://www.msnbc.msn.com/id/8757597/
• Schrobsdorff, Susanna (August 3, 2005) Are the women in the company's new ad campaign too big, or have our minds gotten too small? The Summer of Dove Retrieved 11-7-2006 from http://www.msnbc.msn.com/id/8813128/site/newsweek/
• Johnson, Olivia (Winter 2005) Tells the story of the development of the recent Dove campaign, changing it from a toiletry to a beauty product and presenting "beauty" in a new way... How Dove changed the rules of the beauty game Market Leader, Issue 31, pgs 43-46, Retrieved 11-7-2006 from http://www.warc.com/Search/WordSearch/Results.asp

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