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Transcript of “All this talk about fashion models and extreme dieting. How did our idea of beauty become so...
Dove CampaignKaren Castellan, Courtney Reale, Megan Swinimer,
Courtney Thompson, Stacey Wilson
“All this talk about fashion models and extreme dieting. How did our idea of beauty become so distorted?” ~Dove Self-esteem Fund
Agenda
The timeline of the Dove campaign An overview of the Dove Beauty Campaign and Research Study
Marketing of Unilever: Axe and Dove
Controversy
Positive Aspects of Unilever
The Dove Campaign
Dove is a division of Unilever
The Dove brand was started in 1957
A variety of body care products
Largest Personal Care brand
Timeline of the Dove CampaignSeptember 2004
Begins with ad campaign showing real women who don’t fit the “ideal” of beauty
Viewers asked to vote on the women’s looks
June 2005Dove featured ads of six regular women with “real bodies and real curves”
https://www.google.ca/
Dove Campaign for Real Beauty
The Dove Campaign for Real Beauty is a marketing campaign
The campaign's mission is "to create a world where beauty is a source of confidence and not anxiety"
The advertisements use “regular” women instead of professional models
Timeline of the Dove Campaign
September 2006Short film,
Evolution showing transformation of women through makeup and airbrushing
Dove Self-Esteem Fund
https://www.google.ca/search?q=dove+campaign&rlz=1C1OPRA_e http://www.youtube.com/watch?v=iYhCn0jf46U
Dove Self Esteem Fund
Dove Self Esteem Fund shows they are committed to educating and inspiring girls to build self esteem and become empowered women
The Dove movement helps girls reach their potential in life and in body
Since 2005 over eight hundred thousand in Canada have been touched by Dove Self-Esteem Fund
Dove Campaign Video
http://brucemctague.com/poor-self-esteem-is-an-equal-opportunity-employerhttp://www.youtube.com/watch?v=sIxOxIAt2Y4
Timeline of the Dove Campaign
February 2007Beauty Comes of
Age reveals 91% of women ages 50-64 think that societal concepts of aging and beauty need to change
Embracement of aging in women
2010The Dove
Movement for Self-Esteem
~7 million girls have been helped through educational programs and activities
Timeline of Dove CampaignFebruary 2011 - The Real Truth About Beauty: Revisited
4% of women consider themselves beautiful
3% of girls 18- 64 would use the word “beautiful”
55% of Canadian girls feel pressure to be beautiful by age 14.
96% of Canadian girls feel pressure to be beautiful by age 29.
47% of Canadian girls (ages 10-17) avoid social activities
because of lack of self-confidence
Marketing of Unilever
Axe and Dove Controversy
The Axe Campaign vs. Dove ‘Real Beauty’
Unilever is the global company that owns both, Dove and Axe
Axe is currently the leader in marketing for male hygiene products
The Axe brand was originally started in France as “Lynx” in 1983. Axe was launched in North America in 2002
Axe’s real target market is middle school and high school boys between the ages of 12-18
Company Mission Statement
“We help people around the world meet everyday needs for nutrition, hygiene and well-being, with brands that help people look good, feel good and get more out of life.”
http://www.youtube.com/watch?v=bGrR0SzAO20http://www.wkrb13.com/
Is Unilever a hypocrite or a marketing mastermind?
Unilever creates brands that gain the appeal of the targeted audience
Dove targets and builds up the low self-esteem of women
Axe targets and builds up the low self-esteem of men
Marketing StatsAxe is a $2.5 billion global brand with relentless growth
Axe currently owns a 72% share of the body-spray category
Dove is the No. 1 personal wash brand nationwide
Dove spent $57.1 million on advertising in 2012, according to the Kantar Media unit of WPP
Unilever employs more than 10,000 people in the United States and has generated over $9 billion in sales in 2012
Unilever’s Positive Message
“In a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognize that beauty comes in all shapes and sizes and isn’t simply about how you look – it’s about how you feel.”
–
Unilever.ca
Dove’s Real Women
https://www.google.ca/
ConclusionThe Dove Campaign has helped women and girls around the world feel better about themselves
Dove has a goal to reach over 15 million girls with the Dove Movement for Self-Esteem by 2015
Dove is committed to destroying harmful stereotypes about our bodies and is creating a revolution of women eager to accept this change
For More InformationPlease visit any of the following sites to become a part of this movement:
www.dove.ca
https://www.facebook.com/DoveCanada
https://twitter.com/Dove
http://www.pinterest.com/dovecanada/
ReferencesUnilever (2013) “Positive Self-Esteem Makes Girls Unstoppable.” Photo. Dove social mission. Retrieved on 17 Sept. 2013 from: https://www.google.ca/
Women-In-Advertising-GSSC 1051. “Dove campaign, Evolution.” photo. wikispaces.com. Retrieved on 16 Sept. 2013 from: <https://www.google.ca/search?q=dove+campaign&rlz=1C1OPRA_e
Tim Piper. “dove evolution.” video. Youtube.ca Uploaded 06 Oct. 2006. Retrieved on 16 Sept. 2013 from: http://www.youtube.com/watch?v=iYhCn0jf46U
http://en.wikipedia.org/wiki/Dove_Campaign_for_Real_Beauty
http://www.dove.us/social-mission/campaign-for-real-beauty.aspx
http://www.unilever.com
http://www.unilever.ca
http://www.dove.ca/en/Article/Surprising-Self-Esteem-Statistics.aspx
http://brucemctague.com/poor-self-esteem-is-an-equal-opportunity-employer
http://www.youtube.com/watch?v=sIxOxIAt2Y4
Dove. (2013). The Dove Campaign for Real Beauty. Dove US. Retrieved September 10, 2013, from http://www.dove.us/social-mission/campaign-for-real-beauty.aspx
Dove. (2011). New Research Finds a Girl’s Inner Beauty Critic Moves in by Age 14. Dove Canada. Retrieved September 15, 2013, from http://www.dove.ca/en/Article/Surprising-Self-Esteem-Statistics.aspx
Unilever. “Dove Brands in Action.” photo. www.unilever.com 2013 Retrieved on 20 Sept. 2013 from: https://www.google.ca/s
Qtcheereotwnz. “dove vs axe.” Video. Youtube.ca 26 Mar. 2009. Retrieved from: http://www.youtube.com/watch?v=bGrR0SzAO20
Seth Barnet. “unilever-logo.” photo. www.wkrb13.com 27 Sept. 2013. Retrieved 28 Sept. 2013 from http://www.wkrb13.com/
http://www.unilever.ca/brands/personalcarebrands/Axe.aspx
http://taylorseymour.wordpress.com/2012/11/04/dove-vs-axe-hypocrisy-or-good-marketing/
http://adage.com/article/news/dove-evolution-evolution/241971/
http://www.foghound.com/blog/2007/11/26/dove-axe-controversy-new-chapter-in-marketing/
http://www.fastcocreate.com/1681417/how-axe-built-a-highly-scientific-totally-irresistible-marketing-machine-built-on-lust
http://www.nytimes.com/2013/06/25/business/media/in-criticizing-rival-products-a-dove-campaign-is-called-unfair.html?_r=0
http://www.unileverusa.com/media-center/pressreleases/2013/doverealbeautysketchesmostviewedonlinead.aspx
Unilever. (2013). Dove. Unilever Canada. Retrieved September 18, 2013, from http://www.unilever.ca/brands/personalcarebrands/dove.aspx
Dove. “Dove’s Real Women.” Photo. Dove.ca (2013)
Retrieved 17 Sept. 2013 from: <https://www.google.ca/ >