PR Case Study: Dove's Real Beauty Campaign

Case Presentation:

Dove’s Campaign for Real Beauty Joshika Andersson Miranda Spetaccino

Dove 2006 Superbowl Ad

The Situation â—? Beauty advertisements and media often portray women with idealized standards that body shame and lack diversity

The Situation ● Why is it important to address this situation?

○ Women everywhere are affected by what they see in media ○ One study found: “Idealized images are an influential source of pressure to meet the thin ideal.” (Monro & Huon)

● Dove had their own global study with results showing:

○ 2% of women around the world define themselves as beautiful ○ 13% of women are satisfied with their body weight and shape ○ 75% wished “the media did a better job of portraying women of diverse physical attractiveness”

The Situation ● Edelman and Dove turned this already existing situation facing all beauty organizations and turned it into an opportunity. ● In 2004, Dove created the Dove Campaign for Real Beauty.

Ultimately, to make them stand out amongst their competitors. ● The situation remains ongoing and can be addressed through quality and emotional content. ● Although the situation doesn’t warrant immediate response, responding to it can mutually benefit both women and men, mentally, and physically.

Analyzing the Organization Public Perception ● Established in 1957: Dove became known for their mild bar soaps, ‘Dove Beauty Bar’ that did not leave skin feeling dry ○ Became recognizable by their iconic Dove, bird logo

● They began to develop different kinds of hair products, deodorants, body wash, and cleansers ● Brand is well known and can be found in any drugstore, supermarket or online worldwide ● Through the campaign, Dove wanted to be known for more than soap but for their positive mission

Analyzing the Organization SWOT Analysis of Dove ● Strengths: They have been in the market for 60+ years and have a constant brand awareness of having moisturizing cleansers without residue ● Weaknesses: Lack innovation & diversity in products, mostly targets women ● Opportunities: Can target men more and reach to more countries ● Threats: Increasing, global competition & companies that may imitate their brand

Analyzing the Organization Internal Environment ● The Real Beauty campaign mostly comes from an ethical place and tries to change beauty norms for the better, which would become their niche. ● There was not much of a budget as it relied heavily on PR External Environment ● Dove Beauty Product Competitors: Olay, Nivea, L’Oreal, Neutrogrena ● They are also easily available and popular ● The beauty market is highly competitive and continues to increase

Analyzing the Publics ● Target Audience(s): “Women of all ages”

○ Wants to reach young girls at an early age to foster positive self-image ○ Wants young adult and adult women to change their poor perception of themselves

● Aimed to ‘open dialogue to men and invite their perspectives’

Analyzing the Publics ● Target Audience: “Women of all ages”

○ Too broad: If you’re targeting everyone, you’re really targeting no one ○ Only specified some ages after they had worked with Girl Scouts of America: 8-14 years old

● Example of specific focuses:

○ Girls at their most malleable: 8-14, to catch early ○ Young women and adult women 17-45, to change their negative self image

Men mentioned before campaign

Goals and Objectives ● ‘Widen’ the definition of beauty ● Generate sales of Dove as a whole, as well as launch and promote their ‘Dove Firming’ line ● Position Dove’s brand as forward thinking and stereo-type debunking ● Get ‘everyone in America’ talking about the campaign, nature of beauty itself - in turn, Dove ● Measure: 4 National TV segments, 5 national print placements

How Did They Plan to Get There? ● No TV ads for Dove Firming OOH/Print with minimal copy

○ PR driving all messaging - TV segments educate & raise awareness, essay & photo contest for girls

● Launch Dove Firming with use of 6 ‘ordinary’ women

Our Conclusions: Execution ● They needed to get more specific throughout ○ Who exactly are they targeting? ○ How exactly are they measuring success? ○ Within what timeframe are they looking for results?

● Men weren’t mentioned again after the objective - aimed to reach them, and then didn’t

Our Conclusions: Messaging ● The campaign has a positive message but Dove contradicts themselves by using as a platform to launch their Dove Firming line, a cellulite firming cream ○ ○

On Amazon: product description even says “Tested on real curves for confidently firm skin” Hypocritical: promotes both positive body image but also traditional beauty standards - which may lead people to experience cognitive dissonance

● ‘Hypocritical’ in casting as well: casting call read no tattoos, no scars, flawless skin, beautiful hair, and bodies that fall nicely between “not too curvy” and “not too athletic” (Odell, 2010).

Our Conclusions: Messaging

Diverse in nothing but skin tone, not ‘too’ anything

Our Conclusions: Overall ● Still got a conversation started - one of the first brands to do so ● Still running similar campaigns to this day evolved

○ Received some ‘backlash’, but intentions were good ■ “@dove I have arms please advise” ■ “@dove I just want to buy body wash, not be reminded that I’m pear shaped”

Discussion for the Class ● From a PR perspective, what is your take on Dove’s pairing of their Firming line and Campaign for Real Beauty? ○ Problematic? ○ The Campaign for Real Beauty no longer promotes Firming line - do you think that was a conscious move?

References Monro, F., & Huon, G. (2005). Media-portrayed idealized images, body shame, and appearance anxiety. International Journal of Eating Disorders, 38(1), 85–90. https://doi.org/10.1002/eat.20153 Odell, A. (2010, June 28). Dove seeks women with ‘flawless skin’ and ‘no scars’ for its next real beauty campaign. New York Magazine. Retrieved from http://nymag.com/thecut/2010/06/dove_seeks_women_with_flawless.html Celebre, A., & Waggoner Denton, A. (2014). The good, the bad, and the ugly of the Dove Campaign for Real Beauty.

Retrieved from http://www.in-mind.org/article/the-good-the-bad-and-the-ugly-of-the-dove-campaign-for-real-beauty Dove Company History and Review: Real Beauty, Real Soap! (2018, November 25). Retrieved from https://www.mapleholistics.com/blog/dove-company-history-and-review-real-beauty-real-soap/ Dove Firming Lotion, 10.8 Ounce. (n.d.). Retrieved from https://www.amazon.com/Dove-Firming-Lotion-10-8-Ounce/dp/B0009BH7RO