Briana Findley Dove Campaign For Real Beauty Eng 103 Salisbury University

1. Although Dove is a
beauty product, Dove
Created the Campaign
for “Real Beauty” to
give consumers a
realistic outlook on
what beauty is and help
rebuild their self-
esteem and self-
confidence.

2. "We believe that beauty has become too narrow in
definition," Philippe Harousseau, Dove's marketing
director, said. "We want to challenge that definition and
defy the stereotype that only the young, blonde and tall
are beautiful."
REAL WOMEN HAVE
CURVES
•The Dove Campaign for “Real Beauty Launched
in 2004 as a world wide campaign.
• The current focus of the Dove Campaign for Real
Beauty is to raise the self-esteem and self-
confidence of girls and young women.

3.  Dove only created the campaign as a
gimmick to sell their products
 Dove is only a women’s product

4. The Refutation
 The Dove Self-Esteem Fund is
sponsoring self-esteem building
workshops, backed by celebrities, and
empowering and educating moms and
daughters through on line tools.
 They have partnered with Girl Scouts of
America and Body Talk
 As of now they have reached 2 million
young girls and women with their sel-
esteem fund.

5. • In 2009 Dove launched the confidence campaign.
During the superbowl they released the commercial
for their new product line Men+Care
• The Dove for Men film opens with the words that an
epic female brand, deserves a brother brand. This
video highlights the different personalities of men,
and shows the confidence that underlies each of
them; whether they be a nerd, the everyday guy or
even gay.

6.  Dove considers the
males stand in
advertisements. That
men also go through
some of the same
self-esteem and
confidence problems
as women, and need
a product that speaks
specifically to men

7. Dove has managed to
breakthrough the clutter of
today’s advertising world.
They have proven
themselves to be more
concerned with the
attitudes and feelings of
their consumers rather
than just trying to sell a
product.