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.

Subscribe Now  |  Login


Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.