Adverts: Round Two

Adverts: Round Two

Facts

• The personal care industry is worth $520 billion, rising to $900 billion by 2030.

• Dove is present in 150 countries, and established in 1950. It is part of a market dominated by Johnson & Johnson and Aveeno.

• It distinguishes itself by promoting real beauty as part of a campaign launched in 2004 to challenge traditional stereotypes.

• Enlisted politer prize winners to photograph mums and their kids for 3 days.

• Shared the reality for mums and what they have to go through each day.

• Dove competes with J&J but focused on mothers, not babies.

Article summary

• Dove created a positive brand image which subverted expectations and boosted sales

• Positive association for women helped create unity between them

• Dove is committed to creating a world where beauty is a source of confidence, not anxiety

• Dove wants to improve the self-esteem of their customers, changes ideas of "beauty"

• Social media campaign and hashtag allows women to unite and share positivity between one another with no shame; spread Dove's brand to many customers

• Perceptions of femininity and Dove increased dramatically

• Axe article argues that Dove is tongue in cheek, and criticizes them

• Axe suggests Dove uses contradictory messaging

• Axe argued that the campaign meets the needs of a specific audience only