Beauty Campaign: The Dove Campaign For Real Beauty

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The Dove Campaign for Real Beauty
Placing the brand behind a societal issue that is very prominent (due to the unrealistic standards of beauty that are advertised in the beauty product industry) may have had a strong effect on the target market however it has a lot of flaws to it and may have alienated many people in its progress. The idea may seem like it has been a successful addition to the Dove brand but the hype around the advertisements may not be translating to the brand and product purchases. The application of a single identity to all the products in a brand is beneficial however if the identity is not consistent with the products it sells or the company it is associated with it can detract from the brand (Deighton 2007).
Creating an identity for the brand needs to be able to capture consumers’ attention and create an emotional attachment however it needs to be consistent to be successful in the long-term.

Differentiating from competitors and creating an emotional attachment to the brand:

Dove’s purpose of standing for a point of view aided in building an identity for the brand and differentiating it from key competitors (Deighton 2007). Personal care is a very saturated market with high competition. Dove has chosen a very different marketing technique in comparison to its competitors, which helps differentiate it from the likes of Nivea and Olay (Millard 2009). The Real Beauty campaign’s attempts to change the way society saw beauty made it unique as well as manifesting emotion in women. The Real Beauty Sketches that were the final touch to the campaign played on women’s insecurities and whilst risky it positively transferred this feeling of sentiment to the brand. The message the campaign supports, ‘...

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...s isn’t an anti-aging ad, its pro age’. This further creates contradiction as Dove is promoting their anti-aging products through these advertisements and if their focus is real beauty then women shouldn’t need to buy anti-aging products. This detracts from the genuineness of the brand advocating that every woman is beautiful no matter her size or age. These paradoxes and double standards can create cognitive dissonance amongst consumers (Millard 2009).

Whilst some women may buy into Dove’s goal to change perceptions on beauty, many women may feel that their insecurities are being exploited and manipulated by the brand (Millard 2009). The real beauty message may intensify brand sentiment amongst many consumers but the loss of aspirational value and inconsistently in the brand’s message can detract from their overall brand image and damage it in the long run.
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