By:
Justine Fowler
Liz Bobro
&
Lindsay Webb
Campaign for REAL Beauty
In 2004 DOVE* launched the very successful,
“Campaign for Real Beauty”
 It featured REAL woman, not models, to advertise the
Dove Firming Cream
 The focus was on real, natural beauty. Not the artificial,
unrealistically thin and unhealthy images programmed
into the minds of people by the media.
Pro-age Firming cream
http://www.youtube.com/watch?v=vilUhBhNnQc
“This study uncovers that beauty is never going away and has
enormous power. Beauty should not be reduced to a political or
cultural problem but understood as a basic human pleasure.” –
Dr. Nancy Etcoff, Harvard University
The Real Truth About Beauty:
A Global Report
 On September 24th 2004 DOVE released a ground
breaking new study that discussed the effects of
society that narrowly define beauty as the images you
see in entertainment, media , the fashion industry and
the unbelievable impact on woman.
 4,100 women aged 18-64 were participants in this
study.
The Real Truth About Beauty:
A Global Report
The study was conducted in 13 countries world wide including:
• Argentina,
• Brazil
• Canada
• France
• Italy
• Japan
• Netherlands
• Portugal
• United Kingdom
• United States
• Spain*
• Australia*
http://www.phlocks.com/contact/default.html
• New Zealand*
The Real Truth About Beauty:
A Global Report
Why the study was commissioned?
Dove, as a global beauty brand and responsible
marketer, wanted to investigate, understand and report a
worldwide perspective about:
1)
Women’s definition of beauty.
2)
Women’s view about social issues regarding mass
media and pop culture’s impact on beauty.
The Truth (statistics)
 Only 2% of woman describe
themselves as beautiful.
 63% strongly agree that society
expects women to enhance their
physical attractiveness.
 45% of women feel women who
are more beautiful have greater
opportunities in life.
 68% of women strongly agree
that "the media and advertising
set an unrealistic standard of
beauty that most woman cannot
ever achieve."
 76% of woman wish female
beauty was portrayed in the
media as being made up of more
than just physical attractiveness
 74% went on to say that they
wish the media did a better job
of portraying women of diverse
physical attractiveness,
including age, shape and size.
Campaign for Real Beauty
 The Campaign for real beauty has been a huge success
both in its reach and impact
 The six woman used in the US ads have been featured
in national television spots, magazine ads, print ads
and on billboards in major urban markets in North
America (Dove is also running similar campaigns
throughout the world).
 They have even been featured in segments of ‘Oprah’,
‘The Today Show’, ‘The View’, and even ‘CNN’
The Six Dove
Woman
mediawrites.wordpress.com
The Campaign in Canada
 In November 2005, casting agents representing DOVE
Canada were looking for a new group to participate in
Print and TV ads.
 The new ad was to focus on body image.
 The new phase to doves campaign was kicked off
during Superbowl XL which featured canadian girls
aged 5-14
 DOVE paid 2.4 million dollars for 30 seconds of
airtime
TRUE COLORS
http://www.youtube.com/watch?v=gUsKIApTewQ
Making a
Difference
Since the beginning of the
campaign many ads, and
commercials have been
produced world wide!
http://www.youtube.com/watch?v=iYhCn0jf46U&feature=related
Evolution
http://www.youtube.com/watch?v=-qNPz1bwxnU&feature=related
Be Proud of your imperfections!
http://www.youtube.com/watch?v=RWNYndqFTR4
Amy
http://www.youtube.com/watch?v=Ei6JvK0W60I&NR=1
Beauty Pressure
Unilever hypocritical?
Dove & Axe Controversy
 Both of these brands are owned by a company named
Unilever.
 The controversy between these brand names are that
they represent something so opposite. Dove has its ‘Real
Beauty Campaign and Axe has thier commercials with
women in their bikinis groping men because of their
irresistible body spray.
Dove and Axe Controversy
• Unilever defends themselves by saying that Dove and Axe
are only two of the 400+ products that households use
every day. They are trying to appeal to all audiences, men
and women.
• General manager and vice president Geoff Craig of
Unilever was quoted saying;
• "I think it is inherently and absolutely clear that the Axe
campaign is all around poking fun,".
• "It's a spoof of the mating game, and people view it exactly as
such, quite frankly."
We feel this quote is a harsh assumption to make, assuming all
men have this infinite need to be adored by women and if they
have something else to be focused on, other than women,
something may be ‘wrong’ with them.
Dove vs. Axe
Dove and Axe Controversy
 In order for something like this to end we need to stop it at
the source, and that is really not as easy as it seems,
whether we like it or not sex does sell…
 That being said, The Real Beauty Campaign did do an
excellent job in bringing awareness to self- esteem issues
and raised a lot of money for their fund.
 Only Two Percent of Woman Describe Themselves as
Beautiful: New Global Study Uncovers Desire for
Broader Definition of
Beautyhttp://www.dove.ca/en/#/cfrb/onlytwo.aspx/
 Campaign for real beauty
http://www.dove.ca/en/default.aspx#/cfrb/
 Dove Self-Esteem Fund