150:, and later worldwide. The spots showcased photographs of regular women (in place of professional models), taken by noted portrait photographer Rankin. The ads invited passersby to vote on whether a particular model was, for example, "Fat or Fab" or "Wrinkled or Wonderful", with the results of the votes dynamically updated and displayed on the billboard itself. Accompanying the billboard advertisements was the publication of the "Dove Report", a corporate study in which Unilever intended to " a new definition of beauty will free women from self-doubt and encourage them to embrace their real beauty."
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interviewed an advertising exec who liked the message that "Many women undervalue themselves and also the way they look". Others criticized the ad's message as self-contradictory. Vega interviewed a 24-year-old viewer who said, "at the heart of it all is that beauty is still what defines women. It is
134:
The study resulted in a new consumer-centric versus product-centric advertising strategy, which Joah Santos referred to as P.O.V. - Purpose | Objective | Vision. The plan abandoned
Unilever's traditional brand essence ladder in favor of a POV strategy "To make women feel comfortable in their own skin
130:
organized a photography exhibit titled "Beyond
Compare: Women Photographers on Real Beauty". The show featured work from 67 female photographers which led to the Real Beauty campaign. The Dove Real Beauty campaign was conceived in 2004 during a three-year creative strategic research effort, conducted
350:
argued, "These ads still uphold the notion that, when it comes to evaluating ourselves and other women, beauty is paramount. The goal shouldn't be to get women to focus on how we are all gorgeous in our own way. It should be to get women to do for ourselves what we wish the broader culture would do:
385:
The campaign has been criticized on the grounds that
Unilever also produces Fair and Lovely, a skin-lightening product marketed at dark-skinned women in several countries. Unilever brand Lynx's advertising campaign contradicted the sentiment of the Campaign for Real Beauty. Moreover, Unilever owns
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consisted of filmed interviews about how mothers and daughters related to modern perceptions of beauty and the beauty industry. Dove's Self-Esteem Fund released statistics to support the idea that young women and girls are likelier to have distorted views of beauty. During the production of
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artist who cannot see his subjects. The same women are then described by strangers whom they met the previous day. The sketches are compared, with the stranger's image invariably being both more flattering and more accurate. The differences create strong reactions when shown to the women.
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approved of the overall message, but noted that the models were mostly white, thin, and young. Fridkis also criticized Dove for patronizing women about their physical insecurities while being part of an industry that encourages women to find self-worth in their appearances. Erin Keane at
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Others expressed concerns that while Dove portrays their models as unedited and "real", the images have actually been photoshopped to smooth the appearance of the women's skin, hide wrinkles and blemishes, fix stray hairs, etc. Photo retoucher Pascal Dangin of Box
Studios told
170:, and mainstream news broadcasts and publications, generating media exposure that Unilever has estimated to be worth more than 30 times the paid-for media space. Following this success, the campaign expanded into other media with a series of television spots (
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In 2017, Dove and Ogilvy London created limited-edition versions of body wash bottles meant to look like different body shapes and sizes. Dove produced 6,800 bottles of the six different designs and sent them to 15 different countries.
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Critics and defenders have both pointed out that one ad campaign seeking to redefine beauty is unlikely to solve a widespread social problem of women and girls feeling physical insecurities. Dr. Carolyn Coker Ross at
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The Dove
Campaign was one of the first campaigns considered as going "viral", a relatively new phenomenon in 2004. Ad Age ranked the campaign number 1 in a list of the top ad campaigns of the 21st century.
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and to create a world where beauty is a source of confidence rather than anxiety." The original advertising research indicated that only 4% of women consider themselves beautiful.
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global campaign, which featured regional versions of the same advertisement in both print and screen, for which
Unilever purchased a 30-second spot in the commercial break during
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112:'s partners in the campaign included Ogilvy, Edelman Public Relations, and Harbinger Communications (in Canada) along with other consultants. Part of the overall project was the
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695:"First Interactive Times Square Billboard Asks New Yorkers to Vote; Global Beauty Brand Dove Asks: 'Do You Think Our Advertising Is Beautiful?' (on FindArticles.com)"
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interviewed a Dove spokesperson who said Dove seeks to bring more awareness of beauty standards to women of different ages and cultural backgrounds.
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Critics believe that the campaign focuses too greatly on the physical aspect of beauty instead of other forms of self-worth. Ann
Friedman of
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called such criticism "irrelevant", arguing that consumers would not be able to recognize that these brands shared a parent company.
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in partnership with three universities, led by Joah Santos. The creative was conceived by Ogilvy Düsseldorf and London.
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159:, the campaign successfully increased sales of Dove soap from $ 2 billion to $ 4 billion in three years.
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1107:"Dove 'Real Beauty' Campaign Turns 10: How A Brand Tried To Change The Conversation About Female Beauty"
485:"Dove 'Real Beauty' Campaign Turns 10: How A Brand Tried To Change The Conversation About Female Beauty"
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judge each other based on intelligence and wit and ethical sensibility, not just our faces and bodies."
207:, a series of short films entitled "Beauty Crackdown" was pitched to Unilever as an "activation idea".
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series, among others) and print advertisements ("Tested on Real Curves"), culminating in the 2006
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1073:"Dove Restyles Its Body Wash Bottles as 'Real' Body Shapes - Print (video) - Creativity Online"
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1007:"Dove's 'Real Beauty Sketches' Ad Campaign Tells Women 'You're More Beautiful Than You Think'"
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cited a 1991 study estimating 81 percent of 10-year-old girls were afraid of becoming "fat".
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Millard, Jennifer (September 2005). "Performing Beauty: Dove's "Real Beauty" Campaign".
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was launched, with the aim of increasing "self-esteem and body confidence" in girls.
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Etcoff, Nancy; Orbach, Susie; Scott, Jennifer; D’Agostino, Heidi (September 2004).
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223:(C$ 135,000). It was designed to get viewers to find the campaign website to watch
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is a video about the influence that the beauty industry can have on young girls.
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hygiene products, which are marketed to men using overtly sexualized women, and
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estimated 80 percent of
American women feel dissatisfied with their bodies. The
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1130:"Dove's new beauty campaign confirms that we are more beautiful than we think"
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argued that Dove was "peddling the same old beauty standards as empowerment".
458:"Dove Evolution Viral Film wins Film Grand Prix at Cannes Advertising Awards"
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312:"one campaign that will make you think, and hopefully, feel more beautiful."
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he edited the photos, saying "Do you know how much retouching was on that?"
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845:"'Dove Evolution' Goes Viral, with Triple the Traffic of Super Bowl Spot"
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Women in the target audience expressed mixed responses. Kate
Fridkis at
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Individual ads caused different reactions, both positive and negative.
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1473:"Dove, Your 'Sketches' Idea Is More Beautiful Than Your Critics Think"
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was released as part of the campaign, created by Hugo Veiga. It went
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in 2004 aiming to build self confidence in women and young children.
1441:"Unilever's Dove and Axe: Examples of Hypocrisy or Good Marketing?"
1243:"Stop posting that Dove ad: "Real beauty" campaign is not feminist"
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In 2006, Ogilvy sought to extend the campaign further by creating
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National
Association of Anorexia Nervosa and Associated Disorders
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National Association of Anorexia Nervosa and Associated Disorders
515:"Why are we not seeing intelligent women portrayed more in ads?"
29:
1269:"Beauty Above All Else: The Problem With Dove's New Viral Ad"
765:"2007 Creativity Award Grand Prize Winner: Dove "Evolution""
1217:"What's Wrong With Dove's Real Beauty Sketches Campaign?"
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The first stage of the campaign centered on a series of
1318:"Why Do Women Hate Their Bodies? | World of Psychology"
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and to participate in mother-daughter workshops. After
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1187:"Why People Hate Dove's 'Real Beauty Sketches' Video"
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The series received significant media coverage from
64:, and by adding encyclopedic content written from a
1164:"Ad About Women's Self Image Creates a Sensation"
553:"Ad About Women's Self-Image Creates a Sensation"
797:Encyclopedia of Major Marketing Campaigns, Vol 2
276:World Association of Girl Guides and Girl Scouts
1450:. Arthur W. Page Society: 39–51. Archived from
1410:"Loose lips place brand reputation on the line"
1507:"The Real Truth About Beauty: A Global Report"
8:
946:(interview with Tim Piper and Janet Kestin)"
1291:"Dove's 'Real Beauty' Campaign Isn't Real!"
460:(Press release). Harbinger. 23 June 2007.
878:The American Beauty Industry Encyclopedia
791:Kolstad, Jonathan (2006). "Unilever PLC:
592:"Top 15 Ad Campaigns of the 21st Century"
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84:Learn how and when to remove this message
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728:"The Dove Report: Challenging Beauty"
636:from the original on 21 December 2021
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799:. Thomson Gale. pp. 1679–1683.
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495:from the original on 29 October 2015
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142:advertisements, initially put up in
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1408:Nutley, Michael (21 January 2010).
656:"Too Young To Be Old: Dove Pro-Age"
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1389:from the original on 18 June 2012
1105:Bahadur, Nina (21 January 2014).
1046:. 11 October 2013. Archived from
972:Scott, Sarah (4 September 2007).
851:. 31 October 2006. Archived from
563:from the original on 6 March 2017
483:Bahadur, Nina (21 January 2014).
302:Grand Prix awards. Katy Young at
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1267:Friedman, Ann (18 April 2013).
1162:Vega, Tanzina (18 April 2013).
1079:from the original on 5 May 2017
464:from the original on 5 May 2012
219:with the budget left over from
1448:Case Study Competition Journal
551:Tanzina Vega (18 April 2013).
250:In April 2013, a video titled
1:
1348:"Eating Disorders Statistics"
1316:Ross, Carolyn (2 June 2012).
1241:Keane, Erin (18 April 2013).
213:Tim Piper proposed to create
98:Dove Campaign for Real Beauty
1471:Will Burns (23 April 2013).
1128:Katy Young (22 April 2013).
1005:Emma Gray (16 April 2013).
767:. Creativity. 14 May 2007.
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1439:O'Donnell, Daniel (2008).
974:"Ready for their Close-Up"
394:diet bars. Will Burns at
253:Dove Real Beauty Sketches
826:2 September 2012 at the
793:Campaign for Real Beauty
433:10.1525/si.2009.32.2.146
325:a little hypocritical".
834:versions, for example.
737:. 2004. Archived from
1538:Advertising campaigns
1379:"Selling Self-Esteem"
1293:. NYMag. 8 May 2008.
66:neutral point of view
1457:on 23 November 2009.
1358:on 14 September 2010
1189:. Business Insider.
744:on 20 September 2008
626:"Become significant"
600:Crain Communications
421:Symbolic Interaction
310:Real Beauty Sketches
948:. ihaveanidea.org.
703:. 22 October 2004.
305:The Daily Telegraph
195:. The first video,
58:promotional content
1383:McClung's Magazine
1168:The New York Times
942:"The Evolution of
917:on 2 November 2014
321:The New York Times
231:, Ogilvy produced
126:In 2004, Dove and
102:marketing campaign
60:and inappropriate
27:Marketing campaign
1185:Stampler, Laura.
940:McKenzie, Brett.
806:978-0-7876-7356-7
268:In October 2013,
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18:Dove Beauties
1485:. Retrieved
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