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/ >