Dove’s Real Beauty Campaign, Analyzed
November 29, 2005 by Christina Jones
Filed under Beauty, Beauty News
The message of Dove’s “real beauty” campaign is upbeat and inclusive:”All skin is beautiful when it is beautifully moisturised.” It hasapparently opened doors for women, helping them to accept a wider image of beauty.
Trainer brand Reebok goaded consumers to take up active lifestyles using surreal commercials, which featured a huge beer belly chasing couch potatoes down the street. The campaign was intended to make a point towhich all could relate. But the down-to-earth message failed to inspire and, when set against rival Nike’s focus on elite sporting stars, Reebokended up looking mundane and unheroic.
Taking up the cudgels for reality is a risky strategy for Dove. The underlying idea is appealing; the difficulty is in how to express it.
And then finishes on another positive note. I dunno-he is critiquing their marketing strategy I guess, but in the process is making some bold statements about women who are not thin as a rail.
I think it is probably a good thing for Peter Frost that this article is not in the mainstream press. What do you think?
I read the whole article, and to be honest it didn’t sound too bad, until I read this closing comment:
“Finally, if I can get soppy for a moment, it is sort of nice to see the imperfect have their day in the sun.”
Hah. Not even quotes around the word imperfect. So what is Mr Frost implying here?
Hiya Andy–Nice to see you in these parts, we don’t get too many of your kind around here!
I agree with you totally…the article was very iffy and did leave me with a bit of a bad taste in my mouth. From a marketing standpoint I suppose it was just an honest analysis, but I am not sure I would have been brave enough to put my name on it.
Thanks so much for reading Andy, and have a great day!