Dove

Extraits de l'étude de cas

[...] What about the advertising? A global advertising campaign, launching October 2004, question whether attributes, such as youth, slimness, and symmetrical features, are required for beauty or are completely irrelevant to it. Each ad presents an image of a woman whose appearance differs from stereotypical physical ideal?, and asks the reader/viewer to judge the woman's looks by checking off a box. Thus you can find five different ads where you can see: - ?Wrinkled?, Wonderful?? features Irene Sinclair of London, England with a wrinkled face and asks: ?Will society ever accept old can be beautiful?? - Gorgeous?? features Merlin Glozer of London, England with a natural mane of gray hair and asks: aren't women glad to be - ?Oversized?, Outstanding?? features Tabatha Roman of New York, NY a plus-size woman and asks: ?Does true beauty only squeezes into a size - ?Half empty?, Half features Esther Poyer of London, England with small breasts and asks: ?Does sexiness depend on how full your cups - ?Flawed?, Flawless?? features Leah Sheehan of London, England with freckles and asks: ?Does beauty mean looking like everyone c. [...]

[...] Promotional pressure is high, and the fight to stand out is tough. Dove's approach to marketing demonstrates innovative thinking, careful strategic planning and successful implementation. This campaign shows that excellence and effectiveness go hand in hand. [...]

[...] In fact half of women have dry skin. This promise remains at the heart of the brand and has been extended to a number of other products, supported by the industry's longest-running medical programme. Whilst many people think Dove has been around for decades in the UK, the Dove Bar was actually only launched in 1992, making it the fourth youngest brand in the Lever Fabergé portfolio. Dove achieves number one position in the bar sector by 1997. Dove then entered the Body Care sector in 2000 and the most recent launch outside the Cleansing sector was Hair Care in 2001. [...]

[...] e. Dove action plan Dove's global Campaign for Real Beauty aims to change the status quo and offer in its place a broader, healthier, more democratic view of beauty. In order to achieve this important goal, the Campaign for Real Beauty includes the following initiatives: Creation of a forum for women to participate in a dialogue and debate about the definition and standards of beauty in society Release of a global, academic research study that explores the relationship that women from around the world have with beauty and its links to their happiness and well-being. [...]

[...] In 1957, Lever Brothers made up their mind to position a new product as a beauty bar for dry complexions, rather than as a bar of soap for simple cleansing. The Dove marketing strategy reflects that position. The name "Dove" was selected to sound like a beauty bar not soap. The oval shape is more feminine than the traditional rectangular solid bar. Dove is packaged in a box, like a cosmetic, rather than a paper wrapper. It is clearly a product targeting women. [...]