In the modern days, media is everywhere. Communication is not only essential, it has become a necessity. Media includes the choice of advertising channels, for example, television, radio, newspaper, direct mail, and to be recognized, it is important to stand apart from the others. The creative advertising strategy is one of the best. Dove is one good example of creative strategy and marketing positioning. Lever Brothers wanted to introduce in 1957, a new product, a beauty bar instead of a common bar of soap. Even the name of Dove was picked to sound smooth and to let us think about a beauty bar and not about soap. Dove clearly target women, and everything in its package, shape, logo, and colors inspires feminism. From its marketing and communication strategy, Dove tried to convince women that it is better than a simple soap, due to the creative strategy. Through television and print advertising, Dove wants to pass the message that their products 'moisturize your skin' and demonstrate it by the pH test. Until today, Dove is a creative brand which insists on the importance of women in the cosmetic market. They constantly try to innovate to find solutions for the beauty feeling in women. In that way, we will study the Real Beauty campaign of Dove and their new and creative advertising campaign in order to understand its impact in the women market.
[...] Campaign's aim: The advertising campaign of Dove presents us a group of women with reality representative bodies, women with real and natural fullness, with all of their imperfections that are the base of their beauty. This ad was firstly launched in London on March 29 th 2004, and showed those curvaceous women in white underwear for a Dove lotion. A real good and nice marketing hit from Dove, one of the first cosmetic brand to surf into the wave of the real body and beauty without tricks. [...]
[...] Over three weeks of consumers who tested the product found that their cellulite had been reduced and their skin seemed to be firmer and tighter.4 Those surveys are a manner to reassure women to establish credibility even if it is marketing oriented and strategically calculated, and that Dove products are maybe not so much effective than others brands http://www.education-medias.ca/francais/ressources/educatif/exercises/vrai_beaute.cfm TV and poster advertising campaign had become a talking point because it shows real women with curves showing their body shapes without retouch with Photoshop or other software. [...]
[...] Dove emphasizes and insists on its product communication strategy thanks to its body care expertise. In 2004, Dove had launched a campaign named real beauty” which is present all over the year on televisions, on billboards, and on Internet (http://www.campaignforrealbeauty.com/home.asp). In 2006, Dove introduced the Dove selfesteem fund which goal is to be agent of change to educate and inspire girls on a wider definition of beauty and to make them feel more confident about themselves” www.wikipedia.fr ; search Dove http://www.campaignforrealbeauty.com/dsef07/t5.aspx?id= The first advertising of Dove: a campaign of and for real woman a. [...]
[...] You can see short films and advertising for the Dove self-esteem fund by clicking on the following link: http://www.pourtouteslesbeautes.com/flat2.asp?id=5629§ion=campaign http://www.campaignforrealbeauty.com/dsef07/t5.aspx?id=7315 http://www.pourtouteslesbeautes.com/supports.asp?url=supports.asp§ion=&id= A revolutionary strategy on the cosmetic market The advertising campaign of Dove was and still is a real marketing success. The success of this campaign resides in the human being campaign. The real secret is that the brand within reach to its women consumers because its products are daily usage. So we can ask ourselves, why selling a product out of reach that does not correspond to them? [...]
[...] In order to make it real, they had launched those following initiatives: A forum where women could participate in discussions and debate around subjects of standards of beauty; A global report and academic research studies to make a census on the well-being and the perception of beauty of women all over the world; Advertisings that inspires women to think differently and to perceive their own beauty; Initiatives of fund-raising thanks to the Dove self-esteem fund in order to help girls that have a low body-related self esteem; Casting women all over the world to be a part of their advertising and a part of their concept The latest campaign: Pro.Age campaign or the beauty has no age In most of our advertising, we see smiling women of 30 years old. [...]
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