Case Study: Dove’s Brand Awareness Finds Beauty In Real Women


Company: Dove-Unilever Agency: Edelman Timeframe: 2004 - present Boosting brand awareness in the cluttered health and beauty products market is tricky, but the global beauty brand Dove distinguished their U.S. launch of the Dove Campaign for Real Beauty (CFRB) and the new Dove Firming product line by executing a new marketing approach: Engaging female consumers by abandoning typical practices of presenting "perfect" women as beauty role models. Instead, the Unilever-owned company, along with Edelman, decided that images of ordinary women would be helpful in widening the definition of beauty, inspiring women to discover and enjoy their beauty and instilling the Dove brand with a revolutionary, label-debunking beauty philosophy. "The vast majority of women in the U.

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