What do you see when you look at the mirror? At Dove, we celebrate and salute the beauty in real women. And we're proud to usher in 2009 by making women feel beautiful every day

The Real Beuty !
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Hindustan Unilever Ltd.
‡ UNILEVER --- An Anglo-Dutch company ‡ Dove soap was launched in the US in 1957. ‡ Formed two separate entities: 1) Unilever Plc, London 2) Unilever NV, Rotterdam ‡ Leading manufacturer and marketer --- foods, beverages, cleaning agents and personal care products. ‡ Major Brands: Knorr, Lipton, Bertolli, Surf, Vaseline, AXE, Lux, Pond·s and Lifebuoy

Core competencies
‡ Making products that improve people·s health, hygiene, and nutrition ‡ Global purchasing of agricultural raw materials ‡ Global logistics network ‡ Scientific knowledge in food technology & nutrition ‡ One of world·s largest communicators with people ‡ Experts in influencing public behavioral change, worldwide ‡ Ability to work in multi-sectoral partnerships ‡ Ability to train and develop people and project managers

Integrate: Leverage synergies to minimize duplication and maximize business efficiencies. Escalate: Scale up activities and fast track roll out of brands.Thrust devolopment 3 Step approach ‡ ‡ Aggregate: Add together impacts to tell a bigger and more powerful story. ‡ .

Unilever finalized a Vitality Framework to help them deliver their mission in a systematic and measurable way ‡ It allows brand managers to explore opportunities to innovate and improve their brands in three ways: ‡ Boosting people·s personal vitality and well-being ‡ Addressing social issues ‡ Reducing environmental impacts .Vitality Framework ‡ In 2008.


4. including. such as grams of greenhouse gas per single usage occasion of shampoo. The greenhouse gas metric takes into account impacts across a product·s lifecycle. During 2009 they·ll be refining these metrics and reviewing how far they can be used to shape future brand development and to set a baseline to track progress across the brand portfolio. In 2008. Greenhouse gas emissions Water Waste Sustainable sourcing ‡ The first three provide an estimate of each element per consumer use.Four ¶Vitality Metrics· measure the framework·s performance 1. 3. 2. they piloted these metrics in selected geographic regions and with certain products. ‡ ‡ ‡ . Direct manufacturing impacts Indirect impacts such as sourcing of raw materials and the quantity of energy and water required for consumer use.


Unilever finalized a Vitality Framework to help them deliver their mission in a systematic and measurable way ‡ It allows brand managers to explore opportunities to innovate and improve their brands in three ways: ‡ Boosting people·s personal vitality and well-being ‡ Addressing social issues ‡ Reducing environmental impacts .Vitality Framework ‡ In 2008.

PRODUCTS ‡‡‡‡‡Beauty Soap Body wash Antiperspirant/Deodorants Face care Shampoos and conditioners hair fall therapy ‡ .Styling Aids .

. Dove started the Dove Self-Esteem 13 Fund.EVOLUTION OF BRAND ¶DOVE· ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ 1940·s ² Formula for Dove Bar (Mild Soap) 1950·s ² Refined to original Dove Beauty Bar 1960·s ² Launched in the market 1970·s ² Popularity Increased as a milder soap 1980·s ² Leading brand recommended by Physicians 1990·s ² Dove beauty wash successfully launched 1995-2001 ± Extension of Dove¶s range of products Unilever started aggressive marketing and won more than 24% of the market by 2003. In 2006.

4) It was renamed as ´CAMPAIGN FOR REAL BEAUTYµ 5) Intended to make more women feel beautiful.2004 LAUNCHED GLOBAL CAMPAIGN.2004 launched ´DOVE FIRMING LOTIONµ 2) Ads named as ´LETS CELEBRATE CURVESµ 3) SEPT. .PRODUCT LAUNCHING 1) APRIL.

We want to defy the stereotype that only young. blond and tall are beautiful.CASECASE-INTRODUCTION ´We want to challenge the definition of the beauty.µ -Philippe Harousseau. Dove·s Marketing Director . We believe that beauty has become too narrow in definition.

The Campaign for Real Beauty Based on national and international research on women·s perceptions of beauty. ‡National Statistics: Indian women are more willing to rate their looks higher than their beauty. while 31% describe themselves as natural and 29% as average. ‡International Statistics: Only 2% of women feel comfortable describing themselves as beautiful. but 79% wish woman could be considered beautiful if she is not ´physically perfectµ Developed around these statistics to improve the worldwide understanding of ´real beautyµ .

µ ´outstanding. shapes and sizes photographed in their underwear. 2005: Ads challenged women to ´Stand firm to celebrate their curvesµ by showing six women of differing ages.The Campaign for Real Beauty  2004: The Campaign asked women to judge ads using non-professional models as ´oversized. .µ ´wrinkledµor ´wonderfulµ and then place their vote on its website.

The Campaign for Real Beauty 2006: The ´Evolutionµ video uses time-lapse timephotography to illustrate how much a model·s natural appearance has likely been modified in an advertisement .

as viewed through the eyes of a young girl.µ ‡ Dove self Esteem .The Campaign for Real Beauty 2007: The ´Onslaughtµ video provides a montage of beauty industry images. including a multitude of products and cosmetic surgeries. The video challenges parents to ´Talk to your daughter before the beauty industry does.

Results ! ‡ Over 800 article 700% increase in sales in first 4 months ‡ Created debate about an important topic Awards for best campaign .

Pro age campaign .

DOVE IS PRO-AGE PROEmbrace the best years of your life with dove pro-age and new line of products for proskin and hair created to let women in their best years realize the beautiful potential that lies within .

Research ‡ 91 percent of the women surveyed believe the media and advertising need to do a better job of representing realistic images of women over 50. . ‡ 79% said the wish a woman could be considered beautiful even if she is not physically perfect. ‡ 97% believe society is less accepting of appearance considerations for women over 50 than their younger counterparts. with showcasing one·s body the least acceptable.

´Pro·age is about looking great for your age.µ says Kathy O·Brien.Comments from Dove ‡ Dove seeks to create an attitudinal change in the anti-aging category ² from antinegative and fear-driven to affirmative fearand hope-driven. hope‡ Dove Marketing Director.µ .

of visitors to website increased by 200% ‡ Grand EFFIE award for advertising effectiveness ‡ Positive response from the masses 16 .4% ‡ Total Sales for the Dove Brand rose 6% ‡ No.SUCCESS OF THE CAMPAIGN ‡ Sales of firming lotion in UK rose by 700% ‡ Sales in the US went up by 11.





Dove products Dove products 30 .

Dove products .

Dove products .



‡ It's the first time in the festival's history that the same execution won in both categories. In the two years since Dove decided to brand itself as the beauty company that celebrates real beauty .DOVE EVOLUTION ‡ Dove Evolution took top honors in both the Cyber and Film categories on this year·s Cannes Lions pointing to the colliding worlds of consumer-powered digital distribution and brand building. ‡ It is fast becoming one of the most watched videos on the internet.


Free publicity o Continuously evolving the campaign o Strong emotional touch o Cross-selling Possibilities .STRENGTHS o Unconventional strategy o Effective advertising.

WEAKNESSES/CRITICISMS ‡ Contradictory in nature ‡ Objectification of women ‡ Women featured were comparatively slim ‡ Use of idealized images in other brands under the same flagship ‡ Contradictory Japanese campaign .

OPPORTUNITY/RECOMMENDATION ‡ Target male customers ‡ Maintain better standards of quality ‡ Unified advertising throughout the globe ‡ Continuous innovation .

THREATS ‡ Risk of being a brand for ´fat girlsµ ‡ Involved marketing risk ‡ Copy by the competitors ‡ Undermining the aspiration of consumers ‡ Sustainability of campaign in long run 40 .

OUR LEARNING ‡Taking the initiative ‡Interactive advertising ‡Cause based marketing 41 .



‡ Dove wanted to tell the truth to women that ³really beautiful hair ‡ is hair without damage. Dove believed real beautiful hair is when its damage ‡ free. ‡ Key thought: Beauty is fragile«you constantly need to protect it.Hair care ‡ Dove was launching its hair-care product in India with an ambition to deliver ‡ the most beautiful hair. In most ‡ women¶s minds especially in India.´ . though the damage is not selfinflicted. there is an almost inevitable tension ‡ between beautiful hair and doing damage to it. The only real way to get beautiful hair is to deal ‡ with the damage that life meats out.

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