Natural Beauty Analysis

1579 Words4 Pages
bulb-icon

Recommended: Business ethics in the market place

The article “Forget ´Real Beauty´: Ads for Skin-Whitening Beauty Products Just Won’t Die In Asia, Global Skincare Giants Plug Whiter Skin”, written by Doland, describes the controversy of big beauty companies selling skin-whitening products in countries in Asia and Africa whilst selling self-tanning lotions in the Europe and other Western markets. Companies such as Dove and The Body Shop, which advertise themselves as ethical ambassadors of natural beauty in Europe, pro-mote contradicting values in the Asian market by sending an unconcious message to consumers that they are not beautiful in their own skin. These skincare giants seem to think that they are not doing anything wrong, but only answering to different comsumers’ demands. According to the article Unilever said: “We are proud to provide people everywhere with that feel-good experience regard-less of age, race or demographic.” (Doland, 2014)

I chose to do my individual assignment on this topic because I find it very interesting and contro-versial. After reading the article my brand perception, as a consumer, about these skincare giants changed a little bit and therefore I wanted to analyze the consumer issues in more depth.

I have formatted …show more content…

Different cultures have different ideals of beauty. Do self-tanning lotions really differ from skin-whitening products? Is skin-whitening any worse? It depends on the consumers’ ideal beauty perception. It might not be ethical promoting skin-whitening products, but are self-tanning products actually any more ethical? Brands have taken different approaches in different cul-tures due to the varying ideals of beauty. Even though Dove has a ”real beauty” campaign going in in the Western markets, their main goal is still to sell thei product and therefore they are actually saying: ”You a natural beauty, yet you need to buy our product to enhace your

Show More
Related

  • Feminist Consumerism And Fat Activist: Article Analysis

    1133 Words  | 3 Pages

    A certain value is put on commodities and services that in turn promote “consumption of products that encourages conformity to feminine beauty ideology”. (Johnston & Taylor, 2008) Media and advertising also immensely influences the way one looks at themselves and how much they compare their own beauty to the models on TV screens and in magazines. Through advertising, Dove promotes a movement to minimize institutionalized and structural gender inequality, and encourages the practise of self-care. Although its is makes great business sense, it is clear that their is a prioritization of commodity purchases above the overall message which creates brand loyalty. Dove shows mixed messages early on in their campaign as they are “telling women to buy creams, "slim" down, put on a bra and generally engage in… the "body project" (Essig, April 22, 2013) and “young girls started to worry far more about cellulite on their thighs than goodness in their hearts”.

    Read More

  • Proactiv Advertising Essay

    855 Words  | 2 Pages

    The first appeal is visible by using logos to offer the audience logic to purchase Proactiv products. Proactiv affirms that their product are for women of any and all kinds of skin types of racial backgrounds. The ad states “Skin Smoothing Exfoliator, Complexion Perfecting Hydrator, and Pore Targeting Treatment which is used to describe the product that they are advertising. Proactiv also offers Proactiv Solution Oil Free Moisturizer. This product has been around for a long time and is growing quickly and is very diverse also. Proactiv states “Skin Smoothing Exfoliator” which cleanses thoroughly leaving skin smooth and pol...

    Read More

  • Examples Of Pathos In Miss Representation

    1590 Words  | 4 Pages

    After watching the movie, Miss Representation, I have decided to use Dove’s new Real Beauty Campaign. I believe this company accurately counteracts the emotions and anxieties facing our female population in this generation by confronting them. I believe they antagonize what every other company chooses to exploit in order for their consumers to buy their products. Using the vocabulary provided in our textbook, I will define pathos and ethos along with their sub terms to analyze the advertisement. With so many advertisements and companies influencing women of our society to conform to a mold, Dove is sending a different message. After describing the ad, I will then use the rhetorical tools I have chosen to analyze and explain them.

    Read More

  • Analysis of The Dove Campaign For Real Beauty

    1839 Words  | 4 Pages

    Dove is a personal care trademark that has continually been linked with beauty and building up confidence and self-assurance amongst women. Now, it has taken steps further by impending with a new advertising strategy; fighting adverse advertising. And by that it means contesting all the ads that in some way proliferate the bodily insufficiencies which exits inside women. Launched by Dove, the campaign spins round an application called the Dove Ad Makeover which is part of the global Dove “Campaign for Real Beauty” what has been continuing ever since 2004 and times print, television, digital and outdoor advertising. As Leech (1996) believed,” commercial consumer advertising seems to be the most frequently used way of advertising.” In which way the seller’s chief goal is to sway their possible spectators and attempt and change their opinions, ideals and interests in the drive of resounding them that the produce they are posing has a touch that customer wants that will also be in their advantage, therefore generating false desires in the user’s mind. Dove is vexing to influence their viewers to purchase products they wouldn’t usually buy by “creating desires that previously did not exist.”(Dyer, 1982:6)

    Read More

  • Beauty Re-imagined

    1097 Words  | 3 Pages

    While women have made significant strides in gaining more freedom and rights in the past decade, society and culture at large continue to place a great emphasis on how women look. Certain standards of feminine beauty are presented in many different forms of popular media, bombarding women with images that portray what is considered to be the "ideal body”. Consequently, the importance of physical appearance is emphasized early on which leads to concern over appearance related issues. Such issues often surface in the early stages of a female’s development, and continues on throughout her life. While trying to live up to the specific beauty standards that are proliferated through the media by society and culture, a woman’s life is often impacted drastically both physically and psychologically.

    Read More

  • Analysis of the Dove Campaign for Real Beauty

    1101 Words  | 3 Pages

    The media has increasingly portrayed unrealistic views of women in the media. Whether it be on billboards or in commercials, it is almost always the same image; a beautiful woman with an amazing body and no visible flaws. In 2004, Dove challenged those advertisements and came up with the Dove Campaign for Real Beauty. It is a world-wide marketing campaign with the goal of banishing the conventional standard of beauty, and defining what ‘real beauty’ is. Despite having good intentions, I believe Dove’s real purpose is to simply broaden the definition of real beauty while making a profit.

    Read More

  • The Marketing of Nivea

    1813 Words  | 4 Pages

    At the end of 60’s, there were a number of changes in the market and trade structure. A number of financially strong companies brought out new brands of cream and differentiated skincare ranges.

    Read More

  • What is Beauty: Unrealistic and Unobtainable

    955 Words  | 2 Pages

    For centuries mankind has unsuccessfully attempted to define beauty. Greek philosophers, including Plato, tried to define beauty as if it were as simple as any other law in nature. However this cannot be so because the idea of what is beautiful has varied throughout cultures and the ages. In the 1800s women who were pale and rather plump were considered objects of desire; but in today’s society, desirable women are slender and tan, among other things. The fact is that today, beauty is as unobtainable as it is indefinable. All of today’s supermodels, as seen in millions of advertisements, have been modified, airbrushed, and photoshopped. Women desiring this beauty have turned to various sources of false remedies, spending thousands of dollars, in hope that they too can be beautiful. The media has twisted and warped our ideal definition of beauty into something that does not exist naturally and is simply inaccessible.

    Read More

  • Marketing Plan for a Cosmetics Company

    6035 Words  | 13 Pages

    After studying the cosmetic market we can identify a series of needs in this market:

    Read More

  • Dove Marketing Strategy

    994 Words  | 2 Pages

    Today, vast product selections require marketers to identify and understand their target market, and to ensure their message is specifically directed to, and clearly received by their target market. In Dove’s example, early marketing strategies targeted all woman who needed an alternative to harsh soaps. However, as soaps progressively became less harsh, the Dove brand required more strategic positioning in the minds of their consumer. When speaking to Dove’s re-positioning efforts, Flagg (2013), points out that while similar products associate brand image with slender, stereotypical models, Dove’s “2004 campaign for Real Beauty” (p.1) specifically targeted ordinary women, celebrating women’s diverse body shapes, and the importance of every woman feeling good about herself (p.1). With ever increasing product offerings entering the marketplace, marketers must clearly communicate to their target group why their product is right for them, as compared to other

    Read More

  • Unilever Dove Case Study

    981 Words  | 2 Pages

    Surveys showed women in general lacked confidence in their appearance and would not describe themselves as beautiful or attractive. For example, Exhibit 4, "The Real Truth About Real Beauty: A Global Report” shows that 44% of women in the United States in 2004 “do not feel comfortable describing [themselves] as beautiful”. Marketing the idea that women in their natural forms are indeed beautiful and should be accepted by society was the premise of the whole campaign. This idea was a effective because it identified the consumer’s feeling and attitudes towards beauty and responded to it. Instead of having to market different products, Dove’s motion to challenge society’s views on what defines beauty was indeed a successful maneuver to bring millions of consumers to identify more closely with the brand. It also was a marketing campaign that had a very different message from other beauty products at the time, which made Dove stand

    Read More

  • Determining Beauty

    670 Words  | 2 Pages

    Over the years, America has become a society that judges beauty based mainly on appearance. Throughout the course of a day, men and women are bombarded with grotesque images of malnourished supermodels selling their own bodies; claiming that they are somehow beautiful. What does it mean to be beautiful? Can self-worth be measured by body weight, clothing size, or shade of lipstick?. “Sometime ago I came across an article in a beauty magazine in which a man said that there were no more ugly women in the world because make-up, weaves, false eyelashes among other beauty treatments have evened out the playing field and has resulted in all women looking the same” ( Gale 1). At the same time, misinformed judgements have caused women to change their physical appearance in order to become more beautiful rather than embracing their own true beauty. To measure beauty effectively one must remember that beauty cannot be determined by physical attributes, but is found in the personality and uniqueness of each individual.

    Read More

  • Beauty Products Essay

    1412 Words  | 3 Pages

    In discussion, it were suggested that the individual him/herself, should approach the dermatologist to do skin checkup, and get suggested the right skin care and beauty products; and the products should be avoided for any skin allergies. This is a better way where the consumers will have a better idea of what needed by their skin and they can consider this when buying beauty products and also to avoid overspend. The consumers also should check for the review of users of the beauty products they planned to buy and visit the government website to check the registered and certified beauty products; and also to report the uncertified one for the government to take action. It will make people aware of brands that do follow the rules set by government and have less side

    Read More

  • Defining Beauty: The Concept Of Beauty

    1021 Words  | 3 Pages

    The concept of beauty can be hard to define, as it is an ever-evolving notion. What people perceive as beauty has varied through time, across cultures (Fallon 1990) and can also vary based on individuals. To a culture, beauty can be its customs and traditions, and to an individual it can include physical appearance (outer beauty) or personality (inner beauty). However the word beauty can also defer according to gender, Ambrose Bierce (1958) once wrote, “To men, a man is but a mind. Who cares what face he carries or what he wears? But a woman’s body is the woman.” Despite the societal changes achieved since Bierce’s time, this statement still holds true. Attractiveness is a prerequisite for femininity but not for masculinity (Freedman, 1986).

    Read More

  • An Essay About Beauty

    1849 Words  | 4 Pages

    There are so many different opinions on what beauty is. The idea of beauty is purely opinionated. Beauty is your own idea, skinny or thick, long hair or short hair, light skin or dark skin. How people define beauty is unique in many different ways everyone has a different opinion. No ones idea of beauty is the same. In society today it has become more materialistic based if you wear the latest designer or you have the newest pair of sneakers out and the true meaning of being beautiful has escaped our souls. Beauty is not just what we see on the outside it is so much deeper then what we see its what we also have to offer on the inside.Your intelligence is beauty your mind, body, and soul. Beauty is not a single image, but the active embodiment

    Read More

More about Natural Beauty Analysis

Open Document