Dove Campaign
Real beauty VS Reality
Real beauty: “You are beautiful the way you are. There is no need for cosmetics or surgeries.”
Reality: All girls/women want to be beautiful, like to be commented on being beautiful. They do so by buying beauty products, putting on cosmetics, going for plastic surgeries.
Dove currently has a campaign promoting real beauty. Is this super brand successful?
This campaign is designed to build people’s self esteem, suggesting that beauty is just an illusion. I find this campaign is inspiring, but to what extend can people be inspired?
Dove has been promoting their campaign extensively. They have magazine print ads, TV commercials, etc. Check out this youtube: this is one of their marketing efforts to emphasize that beauty is distorted through technology.
http://www.youtube.com/watch?v=I09Mud8kguQ
The Dove Campaign is trying to build each person’s confidence, telling them that they are beautiful as they are. I don’t know if they are successful. Can this campaign actually impact a change in women’s lives? Or will this just create buzz ‘Hey have you seen the new Dove commercial where the models are of real people?’
To my female classmates, will this campaign impact you great enough to go out without makeup, even on special occasions? Do you think Dove’s campaign is successful?
- Joanne Cahyadi
posted by Brand007 @ 7:17 PM
4 Comments:
The "real beauty" campaign that DOVE started is very inspiring to me personally. In the Branding world, i believe it is the first step to promote natural beauty and steer women away from obsessing with make up and how they look. It helps DOVE's Brand Equity because it gives their meaning something that consumers can really relate to. I think the equity is slowly being built through that real beauty image by creating campaigns such as these but it will certaintly take a while. Since women care so much about how they look as a result of the media, it will be difficult but well worth it to change the way they think from the superficial sense.
-Shauny Lamba
Personally I love the Dove campaign... I really don’t think they are trying to make women go without make-up and not take care of their bodies. In fact, in the end, Dove’s mission is to sell cosmetics and body-care products...
But they are claiming for real, tolerant, healthy beauty. It is easier to feel identified with Dove’s models than with L’oreal’s ones for example. One sells illusion and dream (and also frustration because even if you use L’oreal shampoo and makeup you’re not going to look like Eva Longoria nor Claudia Schiffer), versus the other sells something tangible, achievable. A little like IKEA with good designed furniture, Dove makes beauty affordable to more women, helps you accept yourself and be happy and satisfied with your body, and emphasizing that perfect beauty doesn’t exist; even supermodels need retouchings by the computer... With Dove, instead, every woman can be beautiful. I think it is very smart and ingenious, and a source of great success.
-Lorena Roque
I believe the cosmetics industry's digitally manipulated images are merely applying the aspirational messages many other industries use to appeal to its target and drive sales. In reality, no amount of makeup results in the changes made to the woman in the YouTube video. While Dove is making a statement about the dominance of digitally manipulated woman in the media, it is not relating to all women. I believe that the majority of women enjoy using makeup to ampify their features, and mark special occasions. Many women are slaves to the cosmetic industry, and while in an ideal world it would be nice to hop out of the shower and feel glamorous and sexy, many women actually enjoy the artful tactic of converting their "real beauty" into sexy "prowress beauty." By promoting real beauty, Dove in creating a sort of counterculture speaking out against the cosmetics industry. While I believe Dove has been crafty in its execution, I think the target is too small to be successful in the long term.
-Nadia Schwartz
I agree with Lorena. No, I will never go to a special event with out makeup but I LOVE the Dove campaign- I even think I cried a little when it first aired during the superbowl with the little girls. I don't think that the campaign is so much encouraging people to nix make up all together, I think it is helping girls raise their self esteems, which is so much more important in today's day when we hear about anarexic models dying of heart problems.
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