UNILEVERS REAL BEAUTY CAMPAIGN FOR DOVE

Ashish Daga Pramod Heballi H.P. Panda Megha Khamparia Sangeeta Dass Wasim Mukkaram

INTRODUCTION OF UNILEVER
Anglo-Dutch company. Formed in the year 1930 by the merger of British soap

makers lever brothers and Dutch margarine producer union in Rotterdam. Leading manufacturer & marketer of foods beverages, personal care products. Famous brands are knor,surf,vaseline,sunsilk,lux lifeboy etc.

Unilever's "Real Beauty" campaign for Dove.

PRODUCT SEGMENT-WISE BREAKUP OF REVENUES

PRODUCT SEGMENT-WISE BREAKUP OF OPERATING PROFIT

Evolution of Dove YEAR

1940 1950

PRODUCTS DOVE SOAP BAR DOVE ORIGINAL BEAUTY BAR

1990 2001

DOVE BEAUTY WASH DOVE ANTIPERSPIRANT/DEODRA NT

DOVE MASAGE BODY WASH COOL MOISTURE BODY WASH AND BAR

2004 2004

2004

DOVE BODY FIRMING LINE

BACKGROUND NOTE
IN 1970, DOVE WAS RECOMMENDED BY

PHYSICIANS. IN 1990s, HIGH GROWTH WAS RECORDED. BY 1999 SALES REACHED AROUND US $ 1 BILLION AND BRAND WAS GROWING AT 20% PER ANNUM. IN EARLY 2000s, BRAND PRODUCT RANGE HAD INCREASED. AS OF 2005, DOVE WITH ANNUAL SALES OF $50 BILLION IN MORE THAN 80 COUNTRIES.

SURVEYS CONDUCTED.
Beauty advertiser bombarded consumer with idealised

image of model,supermodel and celebrities. In early 2004, dove conducted global study on attitude and perception of women with regard to their personal beauty and wellbeing Only 2% of the women considered themselves beautiful & 9% as attractive. The rest of the women considered themselves as average or natural. Women feel pressured by the stereotype set by market.

Unilever's "Real Beauty" campaign for Dove.

Surveys conducted(cont)
68% agree with the fact that unrealistic standards of

beauty exist in the media & advertisement world. 47% agreed that only attractive women are portrayed in popular cultures. Over 85% believed that beauty could be achieved through attitude & spirit and that EVERY WOMEN HAD SOMETHING BEAUTIFUL ABOUT HER.

Unilever's "Real Beauty" campaign for Dove.

CFRB Launched
CFRB- Campaign for real beauty
Global campaign launched in September 2004. Aimed to promote Dove range of products.

Purpose was to challenge the stereotypes set by the

beauty industry.

Unilever's "Real Beauty" campaign for Dove.

POST CAMPAIGN FIGURES

Sales in 2nd business qtr rose by 11.4%.

Total sales for DOVE brand rose 6% to US$.5bn.

No. of people visiting DOVE website rose by 200%. No. of calls to consumer call centre increased. Revenues for 2005-(39.67 billion & employed 206000)

Unilever's "Real Beauty" campaign for Dove.

Unilever's "Real Beauty" campaign for Dove.

Unilever's "Real Beauty" campaign for Dove.

Dove self esteem fund

Objective of building self-esteem among young girls. Education about the wider definition of the term beauty.

Uniquely Me campaign started with girl scouts of USA.

Unilever's "Real Beauty" campaign for Dove.

Dove listens and acts

Interviewing around 3,300 women, between 15 and 64. Looks were described in two major words i.e. NATURAL &
REAL.

In June 2005 Dove Intensive Firming range was launched in

the U.S. The products contained glycerin, seaweeds extract and elastin peptides that had skin firming properties and help reduce the appearance of cellulite. The ads appeared in various print media and were placed in highly visible spot. Doves sales in second quarter increased by 11.4% as compared to first qtr and total sales inc. by 6%.

Continuously evolving the campaign

Commercials during Super Bowl XL in Feb. 2006 for

DSEF(Dove Self Esteem Fund). Dove Self-Esteem Fund is helping girls overcome lifedamaging hang-ups by putting the beauty world into perspective. One-third of all girls in grade 9 to 12 think they are overweight and wants to reduce weight. 56% of 7th graders are satisfied by there looks and 57% girls have fasted, gone for diets, used food substitutes, or smoked more cigarettes to lose weight. More than one in four girls surveyed feel the media pressure them to have a perfect body. Between 50 &70% of girls of normal weight believe that they are overweight.

Step towards right..

Wendy Shanker, national spokeswomen at the National Organization For Women Foundation said

Im going to buy their lotion because theyre trying to get my dollar by making me feel good instead of trying to make me feel bad.

Wolf in sheeps clothing ??

Campaign contradictory to the very ideas espoused

Its Intention of selling firming products through this

campaign was a wolf-in-sheeps clothing approach Barbara Altman Bruno If they want us to celebrate what we are then why sell firming cream Guerrero Critics felt that it was a publicity stunt Ads shown during Super bowl were criticized Slim-Fast ad by Grey Worldwide played on insecurity of British women Jap campaign didnt feature average Jap women
Unilever's "Real Beauty" campaign for Dove.

A Revolutionary Campaign
The ads showed ordinary women who were confident

and happy Quite unconventional approach in the beauty industry They listened to their customers Campaign raised the profile of the brand Differentiated Dove from others Was successful in selling and making a statement Free publicity Broke one of the golden rules of ad biz
Unilever's "Real Beauty" campaign for Dove.

Or a risky proposition
Messages were largely inspirational Felt was a risk as it had to convince women that they

need Dove to become better Stevenson felt that it is the end of the brand Its important to look like that person in the ad Purpose of advertising is to create desire beyond what the product can actually deliver Risky coz it leaves the brand vulnerable to criticisms

Unilever's "Real Beauty" campaign for Dove.

Conclusion
Beauty always lies on the eyes of the beholder

Unilever's "Real Beauty" campaign for Dove.