trade final draft

trade final draft - Patricia Shi 2383 Remora Drive Rowland...

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Patricia Shi 2383 Remora Drive Rowland Heights, CA 91748 September 25, 2007 Jack Neff Advertising Age 711 Third Avenue New York, NY 10017-4036 Dear Mr. Neff: This letter is a response to your article “Soft Soap: In Its Campaign for Real Beauty, Dove Tells Women That They Are Beautiful as They Are. But the Push Is Showing Signs of Aging” that was published on September 24, 2007 in Advertising Age . I agree with you on the fact that Dove’s sales had slowed down in recent years, but I want to challenge you on the idea that Dove’s Campaign for Real Beauty is a failure. The Campaign for Real Beauty is not only trying to make the sales, it’s challenging contemporary stereotypes of media-defined beauty. Also, it’s building a healthy corporate image and higher self-esteem for women in all ages. Dove has to follow its brand image on “real beauty”, and people will begin to realize a brand that promotes natural beauty is going to have good products and better impact on the society. You stated “As Dove’s widely landed Campaign for Real Beauty enter its fourth year, the results aren’t looking so pretty anymore (Neff)” on the first line of your article. I assume the “results” you are talking about is the sales numbers, but I think whether an advertising campaign is successful should not only rely on the numbers in sales, but also on building a corporate image and creating value in our society. The evidence you used to support “the Campaign for Real Beauty wasn’t moving the needle much even before the grandmas started strutting their stuff. ..” is the percentage in sales’ growth. After growing 12.5% in calendar 2005 and 10.1% last year, Dove sales are up only 1.2% to $604 million for the 52 weeks ended Aug. 12, according to Information Resources Inc. Dove also lost 0.3 share points, declining to a cumulative 7.2% share across its many categories. The slowing is more pronounced in the 24 weeks ended Aug. 12, with Unilever's sales flat and share off 0.4 points compared to a year ago (Neff). Although Dove’s sales has slowed down this year, but comparing to the 2% growth in 2004, the
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This note was uploaded on 03/02/2008 for the course WRIT 340 taught by Professor 11:00-12:20pm during the Fall '07 term at USC.

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trade final draft - Patricia Shi 2383 Remora Drive Rowland...

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