Beruflich Dokumente
Kultur Dokumente
skin deep?
Case Study 7
Question 1
Introduction 03
01
Question 2
04
Summary
02
Conclusion
05
Introduction
Evolution
02
Summary
Summary
- Dove – own by Unilever
- Launched first beauty product
in 1957
- Now – body care, hair care and
deodorant products
- Dove focuses less on how women look, but how they will feel.
Question 1
Do you agree?
Question 1
• In the 20th century, the standards of what
"beauty" is being distorted by the media and
by the fashion industry.
• These standards is not about the "Actual" self
but the "Ideal" self.
• 2004, Dove’s Campaign for Real Beauty
showed "normal" women in various sizes.
• Women obsessed with the ideal self, rather
than their actual self => demand more of the
advertised skin firming products.
• Dove attracted women to buy their products
by promoting acceptance of their actual self
• No need to conform to the standard of beauty
the fashion industry determines
• Dove’s assumptions in the campaign are
totally correct.
Question 2