11F_4040_W12_Dove_IMC_

11F_4040_W12_Dove_IMC_ - Case Analysis Dove Case Integrated...

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Case Analysis — Dove Case — Integrated Marketing Communication MC 4040 Fall 2011 Dove History: Dove is one of brands owned by Unilever, a British-Dutch multinational corporation that owns many of the world’s consumer product brands in foods, beverages, cleaning agents and personal care products. Dove products are sold in more than 35 countries and are available for both men and women. Products include antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products. The Dove Campaign for Real Beauty (CFRB) began in England in 2004 when Dove’s sales declined as a result of being lost in a crowded market. Unilever went to Edelman, its PR agency, for a solution. Together, they conceived a campaign that focused not on the product, but on a way to make women feel beautiful regardless of their age and size. The following summer, CFRB was brought to the United States and Canada. CRFB aimed not only to increase sales of Dove beauty products but also targeted women of all ages and shapes. According to the CFRB website, “The Dove Campaign for Real Beauty is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves. In addition to changing women’s view of their bodies, Dove also aimed to change the beauty market. In an industry where the standard of beauty is often a size two blonde supermodel, Dove distinguished itself by using
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Case Analysis — Dove Case — Integrated Marketing Communication MC 4040 Fall 2011 models that ranged from size six to fourteen. CRFB abandoned the conventional cynical method of portraying “perfect” women as beauty role models. Real Beauty Campaign:
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This note was uploaded on 01/16/2012 for the course MC 4040 taught by Professor Fletcher during the Fall '11 term at LSU.

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11F_4040_W12_Dove_IMC_ - Case Analysis Dove Case Integrated...

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