“A MARKETING CAMPAIGN THAT FALIED”

DOVE- Real beauty bottles

Dove is known for augmenting women with confidence in their own skin. They always work with the
moto of promoting a beauty which is original. But the “Real Beauty” message that they were
working upon got a backlash from the consumers in 2017. Dove came out with the soap bottles
shaped into different body shapes. The body diversity message which Dove was trying to induce
faced a major backlash by many of the consumers and they had to recall the campaign.

The body shape diversity was realized as an offence to many and it was received as a body shaming
product from Dove’s end rather than body diversity promoter product. Dove’s purpose was to
celebrating the diversity that women enjoys in differently shaped body but it was perceived as a
product which tried to bog down women for their structures. Some of the users even took it to
Social media and posted comments and angry reviews of the product.

Dove, being one of the most popular products by Unilever, had to recall the production of Real-Body
bottles. They took it to social media explaining the wrong perception that arose among the
consumers and they stated their purpose behind starting the campaign. Yet, the backlash was so
huge, that the campaign had to be stopped to prevent the brand from gaining negative positioning.