Dove - Real Beauty Campaign
Targeting - Women of all ages, aiming to resonate with those who feel underrepresented in mainstream beauty standards.
Core Theme of the Campaign -
Dove's approach goes beyond product promotion, focusing on empowering women by promoting self-esteem and body positivity through powerful and emotional narratives.
About the
Campaign -
Dove's Real Beauty Campaign is a marketing initiative that challenges beauty stereotypes, emphasizing the diverse and authentic beauty of women.
Formula applied by the Campaign to elicit customer action -
The campaign's pivotal moment was the "Real Beauty Sketches" video, revealing women describing themselves to a forensic sketch artist, highlighting self-perception contrasts.
Business Title
A Look at
the Campaign
1. Evolution of Beauty: The campaign kicked off with the "Evolution" video, showcasing the transformation of a model through makeup and digital enhancements.
2. Real Beauty Sketches: The iconic video addressed self-esteem issues by revealing the stark contrast between self-perception and how others see us.
3. Choose Beautiful: The "Choose Beautiful" campaign encouraged women to reconsider how they perceive themselves and make choices that reflect their true beauty.
4. ShowUs: Dove collaborated on a stock photo library, ShowUs, featuring diverse women to redefine beauty standards in media.
5. Self-Esteem Project: Beyond ads, Dove invested in the Self-Esteem Project, providing resources to build positive self-image in young people.
6. Real Beauty Pledge: Dove encouraged women to take the Real Beauty Pledge, promoting self-love and challenging negative self-talk.
7. Campaign Extensions: Real Beauty Campaign extended to various platforms, including social media, promoting real stories and encouraging dialogue.
8. Global Impact: Recognized globally, Dove's Real Beauty Campaign contributed to broader discussions on inclusivity and body positivity.
9. Awards and Recognition: The campaign received accolades for its impact on advertising, cultural conversation, and promoting positive body image.
10. Long-Term Commitment: Dove's Real Beauty Campaign remains an enduring commitment, continually challenging societal beauty norms and fostering self-confidence.