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Evolution of marketing in the cosmetics sector by Dove: A three-point analysis

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  1. Women and standards of beauty
    1. The changing image of women in society
    2. The ubiquity of women in the media
  2. Dove transgresses the codes of communication
    1. Dove is determined to distinguish itself from its competition
    2. 'For all the beauties? campaign, is a pioneer in communication
  3. Had the brand Dove gone too far in its strategy?
    1. What happens when a cosmetic brand packaging denounces girls?
    2. The spot "Hype" raises the issue of the credibility of Dove
    3. Dove tries to give weight to its communication

Through the centuries, the image and role of women have taken several forms. However, women have always been confronted with very restricted stereotypes of beauty. Historically, society and the media define the standards of beauty that most women seek to comply.

From the 60s, the cult of thinness and youth prevailed until today. A silhouette which is slender, and even skinny, has become the ideal of beauty conveyed by the media and haute couture. This reign of thinness is even more apparent: 20 years ago, most models weighed 8% less than the average woman, and today, the difference is about 23% less.

Founded in 1954, and belonging to Unilever, Dove was known for its soaps. Today it offers wide ranges of products for body, face, hair etc. The brand ranks among the world's leading brands in the cosmetics market (skin care body and face), a fragmented market where it is hard to differentiate

[...] Positive consequences for the economy, despite consuming: Favorable for the economy: by presenting an ideal of unattainable beauty, the media support the growth of the cosmetics industry (slimming, wrinkle . ) and contribute to the boom in the cosmetic surgery. Women: These icons lead to impractical expectations about beauty in women, particularly among girls who may experience a lack of self-esteem, and lack of confidence, which may be followed by depression and severe behavioral disorders and food related problems. The media is used to the popularity of icons of beauty with symmetrical features and smooth skin, symbolizing youth, thinness, and an ideal of unattainable and unreal beauty. [...]


[...] Thus, Dove was able to differentiate itself from its competition, finding itself propelled to the rank of brand "pioneer" in communication, and as a result, in sales rose by 2005 and 10% in 2006. Sources: Magazine "Strategy", International Study Dove program "The real story of real people Sheet Had the brand Dove gone too far in its strategy? Having attacked the cult of thinness ("For the real curves") and youth (campaign "Pro-age), Dove denounces a new phenomenon, the conditioning of girls; a strategic focus that would create controversy. [...]

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