10. Research Study - "The Real Truth about Beauty: A Global Report" (2004) Only 2% described themselves as beautiful
11. Research Study - "The Real Truth about Beauty: A Global Report" (2004) 47% said they were overweight, trend increases with age
12. Research Study - "The Real Truth about Beauty: A Global Report" (2004) 68% believed that the unrealistic standard of beauty set by the media would never be achieved
13. Research Study - "The Real Truth about Beauty: A Global Report" (2004) 75% wished that media would portray more diverse measure of physical attractiveness
14. Research Study - "The Real Truth about Beauty: A Global Report" (2004)
15. Research Study - "The Real Truth about Beauty: A Global Report" (2004) 79% said that beauty could be achieved through non-physical apperance
16. Research Study - "The Real Truth about Beauty: A Global Report" (2004)
17. Research Study - "The Real Truth about Beauty: A Global Report" (2004)
18. Research Study - "The Real Truth about Beauty: A Global Report" (2004) 48% strongly agree with: "When I feel less beautiful, I feel worse about myself in general."
19. Research Study - "The Real Truth about Beauty: A Global Report" (2004)
20. Research Study - "The Real Truth about Beauty: A Global Report" (2004) 45% believed that beautiful women have greater opportunities in life
21. Research Study - "The Real Truth about Beauty: A Global Report" (2004) 26% have considered plastic surgery (54% in Brazil)
25. Dove's Brand Equity & Development Much affliation and attachment, creates patronage (Dove Self-esteem Fund) Women love and trust the dove brand, use the brand to develop self-esteem Mild, moisturizing, 1/4 cleansing cream World No. 1 Cleasing Brand. Has depth and breath in the market
26.
27. Dove Brand Positioning Why? Won't dry out skin like soap Would emphasis on the ethical aspect of beauty For Whom? Women aged 30-39 Had not yet used skin-firming products with wrinkles and cellulite problems What? Hair care: Shampoo, Spray and Gel Skin Care: Soap and Moisturizer Deodorants Competitors L'Oreal Oil of Olay Johnson and Johnson The Body Shop Nivea
59. Adjustment Input: Dove's Campaign SWOT Analysis Strength Unconventional strategy& effective advertising High Level of Emotional Engagement Weakness Women featured are comparatively slim Use of idealized images in other brands under the same flagship/Contradictory in nature (with Unilever's Axe) Opportunities Target male customers Cross-culture advertising throughout the globe Threat Risk of being a brand for “fat girls” Copied by the competitors / PoP
