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Unilever's "real Beauty" Campaign for Dove

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UNILEVER'S "REAL BEAUTY" CAMPAIGN FOR DOVE

INTRODUCTION OF UNILEVER

Anglo-Dutch company.

Formed in the year 1930 by the merger of "British soap makers lever brothers" and "Dutch margarine producer union" in Rotterdam.

Leading manufacturer & marketer of foods beverages, personal care products.

Famous brands are knor,surf,vaseline,sunsilk,lux lifeboy etc.

Unilever's "Real Beauty" campaign for Dove.

Evolution of "Dove"

YEAR

PRODUCTS

1940

DOVE SOAP BAR

1950

DOVE ORIGINAL BEAUTY BAR

1990

DOVE BEAUTY WASH

2001

DOVE ANTIPERSPIRANT/DEODRANT

2004

DOVE MASAGE BODY WASH

2004

COOL MOISTURE BODY WASH AND BAR

2004

DOVE BODY FIRMING LINEBACKGROUND NOTE

IN 1970, DOVE WAS RECOMMENDED BY PHYSICIANS.

IN 1990s, HIGH GROWTH WAS RECORDED.

BY 1999 SALES REACHED AROUND US $ 1 BILLION AND BRAND WAS GROWING AT 20% PER ANNUM.

IN EARLY 2000s, BRAND PRODUCT RANGE HAD INCREASED.

AS OF 2005, DOVE WITH ANNUAL SALES OF $50 BILLION IN MORE THAN 80 COUNTRIES.SURVEYS CONDUCTED.

Beauty advertiser bombarded consumer with idealised image of model,supermodel and celebrities.

In early 2004, dove conducted global study on attitude and perception of women with regard to their personal beauty and wellbeing

Only 2% of the women considered themselves "beautiful" & 9% as "attractive".

The rest of the women considered themselves as average or natural.

Women feel pressured by the stereotype set by market.

Unilever's "Real Beauty" campaign for Dove.

Surveys conducted(cont...)

68% agree with the fact that unrealistic standards of beauty exist in the media & advertisement world.

47% agreed that only attractive women are portrayed in popular cultures.

Over 85% believed that beauty could be achieved through attitude & spirit and that

"EVERY WOMEN HAD SOMETHING BEAUTIFUL ABOUT HER".

Unilever's "Real Beauty" campaign for Dove.

CFRB Launched

CFRB- "Campaign for real beauty"

Global campaign launched in September 2004.

Aimed to promote Dove range of products.

Purpose was to challenge the stereotypes set by the beauty industry.

Unilever's "Real Beauty" campaign for Dove.

POST CAMPAIGN FIGURES

Sales in 2nd business qtr rose by 11.4%.

Total sales for DOVE brand rose 6% to US$.5bn.

No. of people visiting DOVE website rose by 200%.

No. of calls to consumer call centre increased.

Revenues for 2005-(39.67 billion & employed 206000)

Unilever's "Real Beauty" campaign for Dove.

Dove self esteem fund

Objective of building self-esteem among young girls.

Education about the wider definition of the term "beauty".

"Uniquely Me" campaign started

...

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