Karen 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 ID: 270585
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Slide1
Dove Campaign
Karen 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?”
~
D
ove
S
elf-esteem
F
undSlide2
Agenda
The timeline of the Dove campaign An overview of the Dove Beauty Campaign and Research StudyMarketing of Unilever: Axe and Dove Controversy
Positive Aspects of UnileverSlide3
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
brandSlide4
Timeline of the Dove CampaignSeptember 2004 Begins with ad campaign showing real women who don’t fit the “ideal” of beautyViewers 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/Slide5
Dove Campaign for Real BeautyThe Dove Campaign for Real Beauty is a marketing campaignThe 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 Slide6
Timeline of the Dove Campaign September 2006Short film, Evolution showing transformation of women through
makeup and airbrushingDove Self-Esteem Fundhttps://www.google.ca/search?q=dove+campaign&rlz=1C1OPRA_e
http://www.youtube.com/watch?v=iYhCn0jf46U Slide7
Dove Self Esteem FundDove Self Esteem Fund shows they are committed to educating and inspiring girls to build self esteem and become empowered womenThe Dove movement helps girls reach their potential in life and in bodySince 2005 over eight hundred thousand in Canada have been touched by Dove
Self-Esteem FundSlide8
Dove Campaign Video
http://brucemctague.com/poor-self-esteem-is-an-equal-opportunity-employer
http://www.youtube.com/watch?v=sIxOxIAt2Y4Slide9
Timeline of the Dove CampaignFebruary 2007Beauty Comes of Age reveals 91% of women ages 50-64 think that societal concepts of aging and beauty need to changeEmbracement of aging in women
2010The Dove Movement for Self-Esteem ~7 million girls have been helped through educational programs and activitiesSlide10
Timeline of Dove CampaignFebruary 2011 - The Real Truth About Beauty: Revisited4% 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-confidenceSlide11
Marketing of UnileverAxe and Dove ControversySlide12
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
12-18Slide13
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/Slide14
Is Unilever a hypocrite or a marketing mastermind?Unilever creates brands that gain the appeal of the targeted audienceDove targets and builds up the low self-esteem of womenAxe targets and builds up the low self-esteem of menSlide15
Marketing StatsAxe is a $2.5 billion global brand with relentless growthAxe currently owns a 72% share of the body-spray categoryDove is the No. 1 personal wash brand nationwide
Dove spent $57.1 million on advertising in 2012, according to the Kantar Media unit of WPPUnilever employs more than 10,000 people in the United States and has generated over $9 billion in sales in
2012Slide16
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 Slide17
Dove’s Real Women
https://www.google.ca/ Slide18
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 changeSlide19
For More InformationPlease visit any of the following sites to become a part of this movement:www.dove.cahttps://www.facebook.com/DoveCanadahttps://twitter.com/Dovehttp://www.pinterest.com/dovecanada/Slide20
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=iYhCn0jf46Uhttp://en.wikipedia.org/wiki/Dove_Campaign_for_Real_Beautyhttp://www.dove.us/social-mission/campaign-for-real-beauty.aspxhttp://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/ >