Unilever’s “Real Beauty” Campaign for Dove

SWOT ANALYSIS

IntroductionUnilever’s Dove launched in 1960’s , is the

world’s largest cleansing brand with annual sales of 2.5 billion Euros (2005) in more than eighty countries.

The product range includes soap bars, body washes, face care products, deodorants, hair care, styling aids.

Real Beauty CampaignIn 2005 Unilever launched an ad campaign in

the US for its Dove Intensive Firming range of products.

This campaign featured regular women( non-models) as a part of Dove’s “Campaign for real beauty(CFRB)”.

The purpose of CFRB was to challenge the stereotypes set by beauty industry that uses models in their ads.

StrengthsThe campaign was a new concept and had

regular women instead of super models.

The campaign redefined the definition of “beauty”.

The campaign was well received by the people.

Widespread marketing strategies with innovative ideas:

Interactive billboardsPanel discussions and interviewsExtensive use of electronic and print media like

magazines , newspapers, and television.Use of internet for consumer interactions.Mobile marketing.Dove Self-Esteem Fund

New Dove Firming as tested on real curves

u

Lets face it , Firming the thighs of a size 2 super model is no challenge

Ad bagged few awards.

The campaign reinvigorated the brand and gave Dove the image of “ Do- Gooder ”.

WeaknessesThe campaign received many criticisms:

Many analysts found the ad campaign contradictory.

Other product lines of the Unilever were using stereotypes.

The “Body Talk” and the “Self Esteem Fund” programs were not taken up for philanthropy or selfless purposes.

The ad campaigns in countries other than the U.S. featured thin models.

OpportunityThe survey conducted by the company

revealed the following facts:Only 2% of these women describe themselves

as “beautiful” About 3/4 of them rate their beauty as

"average" Almost 1/2 of them think their weight is "too

high"

Hence there are lots of opportunities for Dove product range.

Some consumers felt that the ads of the competitor’s products were “ridiculous, portraying the use of firming lotion on perfect , young bodies”.

ThreatsThreat of becoming the brand of “Fat People”.

They tried to break the stereotype so there was element of uncertainty regarding the success of the campaign.

Long term sustainability of the campaign is questionable.

Competitors following suit.

“Feel good, look good and get more out of life”

Thank youPresented by:Prapti AgrawalPrateek NigudkarRohan RitoliaSachin AgarwalTushar Kumar C