DOVE

6.53

The Real Beauty Campaign

-Nuraida Hakiki-

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INTRODUCTION OF DOVE
CAMPAIGN THE REAL BEAUTY

Dove launched in 1957 with an advertising campaign "Dove

soap doesn't dry your skin because it's one-quarter cleansing
cream“. Dove stayed with the claim not to dry skin, and the
refusal to call itself a soap, for over 40 years. In 2000, they
tapped to become Unilever’s Market brand for deodorants,
hair care products, facial cleansers, body lotions, and hair
styling products. Therefore, Unilever decided Dove should be
the center of attention and after conducting some research, they
launched The Campaign for Real Beauty.

Dove’s campaign was that women’s unique differences should

be celebrated, rather than ignored, and that physical appearance
should be transformed from a source of anxiety to a source of
confidence. 
Nuraida Hakiki 2
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 DOVE CAMPAIGN THE REAL BEAUTY TH STRATEGY

The Good The Bad The Ugly

Dove wants to change the definition of This campaign is contradictive

Is Dove starting to lose its level of
“Beauty Standard”, the stereotypical with other products of Unilever’s
attractiveness? (Brand Positioning)
norms of beauty by ordinary people as such as Fair n Lovely that offers to
The Campaign for Real Beauty can
their featuring plain¬ fair the skin of its customers
be viewed as being hypocritical
looking models On 2 campaign that Dove launches
and lead people to experience
Launch Self-Esteem Toolkit that includes it also contradictive with the
cognitive dissonance
workshops, activities, guides, and videos message of ‘The Real Beauty”, In
all aimed at building girls’ self-esteem. 2011 Dove’s before-and-after
6years after the campaign launched, Dove advert charted the transition of a
brand had grown by $1.2 billion black woman to a white woman In
2017 it happened again when a
black woman turning white after
using Dove’s lotion

7/1/20XX Nuraida Hakiki 3

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 SUMMARY

Dove needs to be more consistent in terms of creating

the Ads for its campaign The Real Beauty, to deliver
its primary message : to make more women feel
beautiful every day by broadening the narrow
definition of beauty and inspiring them to take great
care of themselves.

7/1/20XX Nuraida Hakiki 4

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