INTEGRATED MARKETING COMMUNICATION (PROMOTIONS)

You are Beautiful

Dove believes that beauty - feeling and looking your personal best - is the result of proper care. Dove always aims to deliver products which tangibly improve the condition of skin or hair and give a pleasurable experience of care, because when you look and feel beautiful, it makes you feel happier. It’s a feeling every woman should experience every day.

From the beginning Dove has always celebrated real women at the heart of everything the brand does and believes. Real beauty embraces diversity - no woman is or should feel excluded from the world of beauty that the brand represents. Real women are the brand’s true inspiration.

Before 2003 – Dove brand was promoted as solution to soap problems. The two categories prevalent at that time were Hand wash and body cream soap.

After 2003 - Dove was promoted as beauty brand primarily for working class women.

Dove Real Beauty Campaign 2003:

·         “Beyond Compare: Women Photographers On Real Beauty," a show organized by Dove and Ogilvy & Mather, featured work from 67 female photographers.

·         And it marked the beginning of Dove's quest to understand how women thought about beauty -a conversation that would eventually become the Dove Campaign For Real Beauty.

Ten years after the exhibition opened, the Campaign For Real Beauty is one of modern marketing's most talked-about success stories. The campaign has expanded from billboards to television ads and online videos.

Question Arises :
How did a brand associated with a plain white bar of soap get men and women worldwide to think about the narrow definitions of female beauty? 

Answer: Promotion

Evolution Campaign 2006:

Beauty evolution through PhotoShop

• Dove created a fund in 2004 to partner with organizations like the Scouts, Boys and Girls Inc. to organize activities including discussions about online bullying and photography projects capturing the beauty girls see in the world around them.
• The team at Dove Canada created a series of short films to raise awareness about the fund and the larger campaign.   
• "Evolution" was the tipping point, turning the Campaign For Real Beauty into a household name. For many young women, "Evolution" struck a chord, opening their eyes to the narrow definitions of beauty they grew up with and the way images were manipulated to fit said ideals. Today, "Evolution" still has an impact, but seems almost passé
  

Recent Campaigns :

The way you see yourself and the way world perceives you is different.

• Dove's 2013 spot "Real Beauty Sketches," which shows women describing their appearances to a forensic sketch artist, became the most-watched video ad of all time.
• Dove plans to continue making videos like 2013's "Real Beauty Sketches." 
• Currently, Dove Canada is working on a social media campaign, #DovePositiveChange, which posts encouraging responses to women tweeting self-deprecating remarks about themselves. And Dove's latest short film, "Selfie," was released on Jan. 20.

Conclusion:

Both critics and champions of many Dove campaigns have pointed out that just because women are redefining beauty, doesn't mean they are actually feeling differently about themselves. An estimated 80 percent of American women feel dissatisfied with their bodies, and 81 percent of 10-year-old girls are afraid of becoming "fat." Can a series of ad campaigns really change institutionalized body hatred?

The Dove team feels strongly that the campaign will be around for a long time to come.