Dove's Campaing for Real Beauty

In 2007, Unilever's Dove, was the number one brand in the personal cleaning industry in the world in the health and beauty sector, with sales of over U.S. $ 2.5 billion a year, and in over 80 countries. It competed in categories including: cleaning soaps, bath foams, hand soap, skin care, hair care, deodorants, anti-perspirants and body lotions. It competed with brands such as Procter and Gamble, Ivory, Jergens and Nivea.

In this case, Dove launched what is called a Master Brand campaign, under the title of The Dove Campaign for Real Beauty. According to them, "For too long, beauty has been defined by canons and oppressive and restrictive stereotypes. We believe that real beauty lies in diversity of shapes, sizes and ages. For this reason, we decided to launch the Campaign for Real Beauty. "

Dove's global Campaign for Real Beauty aimed to change this situation and offered a new vision of beauty that is more tolerant, healthier, more democratic. A view of beauty that all women can own and enjoy everyday. Therefor Dove started several strategies to get direct feedback from Dove product line consumers and to discover what it was and how they felt about true beauty.

This type of campaign allowed an easy transition on the product perception, from a cleansing product to a culture. However, right now Dove faces new challenges that we must address, first of all, they must keep up with their initial success by addressing the increasing demand, nevertheless, they must find new ways to merchandise their product and sell the brand, as they run on the risk of getting old or bore the consumer with the same tactics they used before.