Marketing Analysis: Dove's Campaign For Real Beauty

Dove’s “Choose Beautiful” Analysis Dove, the multi-billion-dollar skin care company, is something we mostly are all familiar with. Dove sells personal care products from soap, body wash, hair products, and deodorant. The company produces several advertisements and commercials we see daily. Dove’s ad campaigns are known for being some of the best marketing strategies. The company works hard and efficiently to create commercials and advertisements that will increase sales. Last year, Dove came out with a new video called “Choose Beautiful” emphasizing their Campaign for Real Beauty. This campaign started in 2010 with the vision to empower women to see their true beauty. It has brought a lot of attention to media with good and bad criticism.

A woman’s self-esteem impacts her daily life effecting the decisions she makes. Dove’s senior global director, Victoria Sjarden, said “Dove wanted to inspire women to seize the opportunity to choose what makes us feel beautiful every day because when we do, it unlocks confidence and happiness.” The vision also indirectly encourages the use of Dove products by creating emotional bonds with the audience. In every advertisement, Dove shows their logo somewhere. This indirectly is persuading audience to think of Dove with their “personality” the company embodies. Customers will then think of the morals the company encompasses. The aimed audience for these advertisements are women worldwide. The experiment in the video creates emotional bonds because females everywhere constantly go through the inner argument whether they feel beautiful or good enough. With magazines, television, and media constantly comparing women to unrealistic models, females then face several insecurities. The emotional bonds Dove creates through their advertisements cause customers to talk about the commercials, which then serves as a marketing strategy. Whether you realize it or not, the goals for these campaigns serve as an indirect advertisement for

Lots of the criticism was revolved around the concept that beauty is socially constructed. Protestors said that beauty in today’s society includes wearing makeup, wearing certain clothes, having long hair, etc. The media, fashion industries, and society choose beauty in this era. The media is constantly giving women more to worry about from their skin and hair being too oily, too dry, and too short and so on. “Choosing beauty” is not something women can do in today’s society with racism, sexism, and obesity shaming. The list goes on and