What did the Dove Real Beauty campaign do?
The Dove Campaign for Real Beauty is a worldwide marketing campaign launched by Unilever in 2004 aiming to build self confidence in women and young children. Dove’s partners in the campaign included Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications (in Canada) along with other consultants.
How successful was the Dove Real Beauty campaign?
The Real Beauty campaign has won two ad awards to date and has sold an enormous amount of product. Sales have increased to $4 billion today from $2.5 billion in its opening campaign year.
Why was the Dove Real Beauty campaign so successful?
It was marketed as a skincare bar containing 25% cleansing cream. By the early 1990s, the brand had grown to be worth $200 million and is estimated to be nearly $4 billion dollars today. Their success is largely attributed to their brand building which focuses greatly on empowering women.
How did the Dove Campaign for Real Beauty start?
Dove launched the “Campaign for Real Beauty” in 2004, in response to the findings of a major global study, The Real Truth About Beauty: A Global Report, which had revealed that only 2% of women around the world would describe themselves as beautiful (Etcoff, Orbach, Scott, & D’Agostino, 2004).
When did Dove launch the real beauty campaign?
2004
Dove’s Campaign for Real Beauty In 2004, we launched the Dove Campaign for Real Beauty, a first-ever campaign to feature and celebrate real women.
What is the Dove slogan?
Dove’s personal care line, which includes soap, body wash, shampoo and other toiletries, has used the slogan “real beauty” since 2004. Earlier this year, a Morning Consult poll found that consumers have an overwhelmingly positive view of Dove’s brand.
What is the purpose of Dove?
To date, more than 2,900 companies have licensed images from the collection—none of which are staged or touched up. The effort flows naturally from Dove’s well-established brand purpose: to make a positive experience of beauty accessible to every woman. It also ties in to business results.
Who is Dove’s target audience?
Target Audience: Dove’s target audience was comprised of highly engaged women active on digital and social media. The brand focused on females, ages 18 to 35, who valued natural, healthy beauty products.
When did Dove launch the Real Beauty campaign?
When did Dove start its Real Beauty campaign?
Dove launched the “Campaign for Real Beauty” in 2004, in response to the findings of a major global study, The Real Truth About Beauty: A Global Report, which had revealed that only 2% of women around the world would describe themselves as beautiful (Etcoff, Orbach, Scott, & D’Agostino, 2004).