Dove: Campaign for Real Beauty

Dove's objective was to show Women that every attribute they have is beautiful. The campaign was launched to inform Women that they shouldn't have to fix their "flaws", Everyone has their own type of beauty. The Dove: Real Beauty campaign was one of the best of the 21st century because it helped build confidence in Women around the world who are alike, it successfully married social change with the brand and went out in the world and actively tried to change what people think about real beauty. Dove used not only advertising but through education and putting their money behind something they believed in.

This was the sole picture for the Dove: Real Beauty campaign. This picture shows all different Women who have natural beauty.

Leader of the Beauty Industry

Dove's campaign was said to be groundbreaking, brave, bold, insightful, transparent and authentic. It helped moved dove from the soap aisle to the beauty aisle in stores. During the campaign dove increased their sales from $2.5 billion to over $4 billion.

Connecting With the People

The Dove: Real Beauty campaign connected with the people by posting advertisements on billboards. They asked motorists to vote whether the women pictured were "fat or fit?" or "wrinkled or wonderful?" On a their website you can physically vote. This allowed consumers to interact and share the campaigns messages. Dove also used media by making pictures of real women go viral and questions for the consumers to answer through text and on their website. Most importantly they featured a video and commercials of real Women to help spread the words about beauty.

These are examples of what some of the billboards displayed.
This feature on Dove's website allowed consumers to share their beautiful looks for a chance to be in the campaign.

Ad Campaign Video

This video features the #speakbeautiful to get Twitter users to spread the word about telling people their beautiful instead of tweeting negative things.

Future Campaigns

After the Dove: Real Beauty campaign many other companies and brands decided to take on the difficult task of presenting Women in a different light. Nike launched a campaign that showed Women in a more normal light. There is also a "Like A Girl" campaign which was made by Always. This campaign shows differences in how young women, boys and young girls perceive the phrase, “like a girl.” Their Super Bowl advertisement won kudos all over the Internet for changing the conversation about what it means to run, throw and do pretty much any activity "like a girl."

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2 years ago
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I've seen this become a part of pop culture recently. They have showed this commercial all over the place since it was such a great idea. The be happy in your own skin has paved the way for the future.

2 years ago
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I agree with Casey in that a hashtag to get people talking about it would be a good idea. It would definitely create conversation about the entire campaign.

2 years ago
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@jkroft5 I agree with what you said because a lot of women in today's society are ashamed of what they look like, and this campaign gives them confidence.

2 years ago
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If I were to bring back this advertisement I would make sure it would reach a larger group of girls so I would post on social media such as Pinterest because many girls use that.

2 years ago
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@AKIM I agree with you. Pinterest would be a great social media website to use when advertising this campaign. A lot of girls use it and it would give them confidence. -Justin Stark

2 years ago
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i would also increase the amount of people doing it and try making it a bigger trend on facebook

2 years ago
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One memory I have of this campaign is seeing the a billboard with the "fat?" Or "fit?" On it. -Mallory Geniesse

2 years ago
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I agree with what @Mjrice said, as this campaign was made to inform women that they don't have to fix their "flaws" and how everyone has their own type of beauty. I also agree with @AKIM, Pinterest would be a excellent social media website, Twitter could also be useful.

2 years ago
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I thought if this campaign were to come back it would be successful if people connected on social media like twitter to share their experiences and show their own beauty. -Eric Page

2 years ago
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In addition to making people feel better about themselves it has generated a positive connotation with Dove