Was the Dove Campaign for Real Beauty successful?

After the study reported that only 2 percent of women considered themselves beautiful, the executives at Dove saw a great opportunity. Not only has this campaign helped Dove successfully increase its sales (and number of awards), but it has also increased women’s confidence.

Why did Dove create the real beauty campaign?

The Dove Campaign for Real Beauty is a worldwide marketing campaign launched by Unilever in 2004 aiming to build self confidence in women and young children. Dove’s partners in the campaign included Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications (in Canada) along with other consultants.

What year was the Dove Real Beauty campaign?

2004
Dove launched the “Campaign for Real Beauty” in 2004, in response to the findings of a major global study, The Real Truth About Beauty: A Global Report, which had revealed that only 2% of women around the world would describe themselves as beautiful (Etcoff, Orbach, Scott, & D’Agostino, 2004).

How long did the Dove Real Beauty campaign last?

At least, that’s how things looked for the last 18 months until Dove’s recent unveiling of a new Real Beauty effort grounded entirely in listening.

What was the first Dove Real Beauty advert?

Dove’s first steps in the Campaign For Real Beauty included “Tick Box” billboards, which debuted in Canada and spread across the United States and United Kingdom. The outdoor billboards featured images of women with two tick-box options next to them such as “fat or fit?” and “grey or gorgeous?”

Who are the women in the Dove ad?

The client and agency knew there was a powerful sentiment that hadn’t been tapped. Although Dove has a history of using real women in its advertising, instead of professional models or actors, the agency decided to make a bolder statement about real women and beauty than it ever had in the past.

How does the Dove Campaign affect your life?

Learn more about Dove campaigns here and watch your favorite videos from Real Beauty Sketches to Choose Beautiful. How does #BeautyBias affect your life? We team up with Broadly to ask just that.

Who is the parent company of Dove Real Beauty?

The campaign led 1.5 million visitors to the Campaign for Real Beauty website, alerting Dove that it was on the right track — this was a topic women wanted to talk about. Dove’s critics were quick to point out that the brand’s owner, Unilever, was the parent company of Slimfast, Axe and Fair & Lovely skin-whitening cream.