Dove has a touching and truly amazing marketing strategy that is pointed toward real women. Dove did a study that asked the question of what beauty really is. When women were asked this question they felt that beauty has become limited and unobtainable. THIS IS A PROBLEM! And Dove felt the same way. They then launched their Real Beauty Campaign to try and make a wider definition of beauty accepted. During Dove’s study they found that 2% of women actually think they are beautiful. Dove’s aim is to make women more comfortable with themselves and change the perception of what “beauty” is described as. Dove products are aimed at women who are just like you and I. They want you to feel beautiful as yourself and stop making beauty an unattainable thing.
From: Google images
The ad that was published to support real beauty is pictured above. It features women that are not the usual definition of beauty. When women like those above are pictured, with body types that are attainable in all shapes, sizes, and colors, women can relate. The definition of perfection is skewed to include more than one specific body type, hair color etc. After all we are all built differently with different features. How on earth is a woman supposed to feel confident if her body or hair is different that what society deems as beautiful. Dove is a powerful brand with a great brand image.
Being a woman myself, I would say that I am within their target market. I love dove products, and have been using them for years. The blog post about curly hair was also very near and dear to my heart with Dove’s campaign technique. I also know that my body type would never pass for what society deems as perfect or beautiful. In the modeling world I would be too short and a plus size model. I however do not live in the modeling world. I live in my world where Dove markets to women just like me; far from perfect, but beautiful in my own individual way.