Dove has worked hard to connect its brand image to social ideals. Thanks to a decade of “Real Beauty” campaigns, the personal-care products company has successfully associated itself with the goal of positive body image. In one campaign, billboard ads depict ordinary women instead of professional models. Another shows the process of Photoshopping a pretty but imperfect woman into the impossible ideal typically shown in marketing images.
The company’s latest effort in the series is called Real Beauty Bottles. “Beauty comes in all shapes and sizes,” a commercial declares. “There is no one perfect shape.” As evidence, the ad rolls out six different shapes of Dove-branded plastic body-wash bottles. Each roughly correlates with a (woman’s) body type. There’s an hourglass bottle. A tall, thin bottle with smaller curves. A pear-shaped bottle. An even squatter pear-shaped bottle. “Real beauty breaks molds,” the ad quips, before revealing that the six bottles are available as a limited-edition run.
The ad hopes to connect body-type dispassion with the Dove brand, scoring another victory for the company’s purported mission. But in practice, something else happens. The Real Beauty Bottles seem offensive, but it’s hard to put a finger on why. I’ll help.
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Dove makes personal-care products like soap, deodorant, lotion, and shampoo. Big whoop, right? Everyone needs ordinary consumer goods like these, and nobody wants to think too much about them. The best body wash or antiperspirant is the one that’s cheapest but still works.
That’s a problem for consumer packaged-goods companies like Dove—or Bounty, or Coca-Cola, or Tide. If all products are sufficiently equivalent, how can companies distinguish them such that the consumer would choose one over another?
That’s where product differentiation comes in—separating products by how they work rather than how they are promoted. A soap made from natural ingredients, or one that opts against animal testing, or one with antimicrobial properties. Advertising that touts the functional benefits of products is called demonstrative, because it provides direct information about a product’s tangible features. Think of old ads on television that showed an announcer describing a product’s benefits, or magazine ads with a lot of descriptive copy. These ads, which declined over the course of the 20th century, appeal to consumers’ sense of reason. The product is better because of what it can do.
But it’s often hard to differentiate products, especially commodities. And as anyone who watched Mad Men learned, advertising is about happiness. “Whatever you’re doing is okay,” Don Draper summarized in that show’s pilot. “You are okay.” Reason isn’t always the best way to make consumers feel okay.
Instead, advertising started connecting products and services with ideals. This is called associative advertising. These ads provide indirect information and communicate intangibles about a product. Associative ads don’t appeal to the features of the products themselves. Instead, they correlate the product, or the product’s brand, with an activity or a lifestyle. Coca-Cola became associated with Americanism. The Volkswagen Beetle with fun and free-spiritedness. And Dove with positive body image. Until now.
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Most advertisem*nts are produced as images. They might be printed on glossy paper, they might be broadcast on-air, and they might flank online articles like this one. But there’s a problem with those kinds of ads. There are so many of them now, it’s easy for consumers to look past them. They become background noise.
One way to make ads visible again is to get creative with implementation. Sometimes that means a particularly clever, traditional campaign. The Absolut print ads of the 1990s, which used abstract concepts—Absolut Magnet, which appears to attract the printed words from the neighboring page—and commissioned artists to render the brand’s distinctive bottle, offer one example. So do Super Bowl ads, which benefit from a large audience that tunes in partly to see marketers’ best efforts.
But even those ads are too ordinary to notice over time. So marketers also try to get creative with form. Here’s one example. A public-transit staircase sits next to an escalator. The treads of the escalator are painted yellow, and the DHL brand mark is imprinted on the landing. Next to it, the word “OtherServices” is applied to the floor in blue and orange—which just happen to be the colors of the FedEx logo. The implication is clear: DHL is faster than FedEx.
Here’s another. The wall of a bus shelter is encased in 3M Security Glass, which is also the product to be advertised. The wall appears to contain be hundreds of bundles of currency. The ad dares its subject to test the promise the product makes.
In both of these cases, the ads work because they give consumers an experience of the product advertised. In the DHL ad, the comparison of the escalator and the stairs lets the consumer feel the speed differential. In the 3M Security Glass ad, the consumer almost can’t help but accept the invitation to try to test the glass's durability. These advertisem*nts mix reason and emotion, creating delight in coming to understand the product.
And then there’s the Dove Real Beauty Bottle. Like 3M and DHL, Dove aims to mix reason and emotion. The setup is right—a product that embodies its message. But the problem is that the result is incoherent and contradictory. The bottles negate rather than support the advertiser’s associative claims.
Consider some scenarios. A pear-shaped woman has run out of body wash. She visits the local drug store, where she finds a display of Dove Real Beauty Bottles. To her chagrin, now she must choose between pear- and hourglass-shaped soap. She must also present this proxy for a body—the one she has? the one she wishes she did?—to a cashier to handle and perhaps to judge. What otherwise would have been a body-image-free trip to the store becomes a trip that highlights body-image.
Now imagine actually using the bottles. In the shower, they become slippery. The pear shapes are unwieldy, all their weight pressed to the sides. That will make them hard to hold in a single-hand. The tall, thin bottles are gangly. They fall over easily when bumped on the shelf.
Ah, but which bottle is least cumbersome? The hourglass-shaped bottles, of course. The ones with big “bosoms” and “hips,” providing firm grip around the “waist” when wet. And just like that, against the campaign’s hopes, Dove engineered bottles that, through functional differences, inadvertently imply there is a best body after all.
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Capitalism doesn’t care about you. But usually it takes some work to uncover that truth. Dove is owned by the conglomerate Unilever, which also owns Axe. Axe makes the same kind of products Dove does, but markets them to young men, often in overtly sexist ways. That’s a hypocrisy that reveals advertising’s true scruples, which involve extracting incremental value from your wallet as efficiently as possible. But at least hiding the hypocrisy in the common ownership of a parent company also obscures it from the consumer’s view.
The Dove Real Beauty Bottle’s duplicity, by contrast, is self-evident. All bodies are unique, it says, by offering a choice of only six types of bottle-bodies. All bodies are equally valid, it says, by offering bottles shaped like bodies, some of which are less usable than others. It’s advertising’s job to lie, but it’s only when consumers can see the lie that the dissimulation becomes palpable enough to offend.
Thankfully, there is hope. For anyone with a body in need of cleaning, a return to demonstrative advertising offers salve. Just look for a bottle of body wash that is shaped to sit upright on the shower shelf, shaped to fit the human hand, and that hasn’t tried to sell itself as an affirmation of the shape of your human form. The body wash that is truly open-minded about the body is the one that doesn’t try to emulate it in the first place. It’s just soap. Use it to wash off the feeling of ever having seen this Dove ad.
FAQs
Poor audience management.
All of Dove's campaign messaging is centered on all women, including African American women. Unfortunately, poor communication and management of identifying their target audience is the key reason why their campaign failed.
What is the message of Dove real beauty campaign? ›
The main message of the Dove campaign was that women's unique differences should be celebrated, rather than ignored, and that physical appearance should be transformed from a source of anxiety to a source of confidence.
What is the message of the ad Dove advertisem*nt? ›
This ad highlighted the unrealistic beauty standards and how they can negatively impact the way women perceive themselves. The campaign's launch was met with widespread acclaim, with its message of inclusiveness and body positivity resonating with people of all ages and backgrounds.
How effective is the Dove real beauty campaign? ›
Following this study, Dove found that: Only 2% of women call themselves "beautiful." 72% find their beauty "average." 68% strongly agreed that "the media and advertising set an unrealistic standard of beauty that most women can't ever achieve."
What are the ethical issues with Dove? ›
The brand was accused of racism over the online advertising campaign and it later admitted it had “missed the mark” with an image posted on Facebook. The advert showed a black woman removing her top to reveal a white woman underneath supposedly after using Dove body lotion.
What is the issue with Dove? ›
Unilever Plc recalled popular brands of aerosol dry shampoo, including Dove, after discovering they were contaminated with a chemical called benzene that can cause cancer.
What was Dove's beauty campaign criticized for? ›
Women who are naturally thin have voiced discrimination from the Dove's campaign and products because their slogan suggests they are not real women due to their natural body type.
What is the most successful Dove campaign? ›
Dove's Real Beauty Campaign is full of emotions and it broke all the conventional standards of beauty. This made the brand develop a strong connection with the audience. Thus, the campaign that was launched in 2004, is still considered one of the most successful ad campaigns ever.
Who is the target audience of the message of Dove real beauty? ›
Dove's marketing strategy emphasizes emotional appeals, social causes, and empowering messages aimed at women.
Is message theme the central idea of an ad campaign? ›
The campaign theme is the central message that will be received in the promotional activities and is the prime focus of the advertising campaign, as it sets the motif for the series of individual advertisem*nts and other marketing communications that will be used.
The basic elements of the advertising message are the slogan, content, and graphics. However, storytelling is just as effective. They are all the more memorable, if they are summarised at the end with a persuasive and emotional slogan.
What are the effects of Dove on face? ›
Hydrates Skin
The Dove beauty bar soap keeps the skin hydrated with regular use. It minimizes skin dryness. This soap also keeps the skin from getting irritated, and may even promote a healthy complexion. It also works as a moisturizer for oily skin, which can otherwise become sensitive and develop blemishes.
Do dermatologists actually recommend Dove? ›
Dermatologist recommended skin care products
They champion Dove because of our long-term commitment, and that's why Dove is still the No. 1 dermatologist-recommended brand for body wash, bars, antiperspirants and deodorants in the US today.
Is Dove really good for your face? ›
Do dermatologists recommend Dove beauty bar? Absolutely. Super gentle and moisturizing, we're so proud our beauty bar is #1 dermatologist recommended. Its neutral pH and mild, caring approach to cleansing (it contains sulfate free cleansers) have made it a firm favorite with skin experts and skincare lovers everywhere.
What is Dove marketing weakness? ›
Let's take a look at Dove's weaknesses. Dove is primarily focused on metros because of its location and targeting, and the majority of its consumption comes from metros solely. Because the product is expensive, it is difficult to sell in non-metro areas.
What do consumers think of Dove? ›
Dove's product quality score is a 4.1 out of 5 as rated by its users and customers. Reviewers from the Healthcare, Hospitals and Medicine industry rated Dove's product the highest. Reviewers from the Fashion and Beauty industry rated Dove the lowest at 4.2.
Is Dove cruelty free now? ›
Dove is cruelty-free.
Dove states that they are cruelty-free and does not test any of its products or ingredients on animals or ask others to test on its behalf. On top of that, they're certified Cruelty-Free by PETA.
When did Dove become cruelty-free? ›
Dove does not test on animals, and is PETA Approved. We have a long-standing commitment against animal testing, and since the mid-1980s we have used non-animal methods to ensure the safety of Dove products.
What does Dove logo represent? ›
The dove is one of the oldest symbols in the culture of mankind. It is associated with peace and the beginning of a new life, as well as messages of love, ease, and freedom. The bird symbolizes purity of the soul, openness, and hope.
What is the Dove and AXE controversy? ›
Many have pointed out for years that Dove's message of promoting women's body images conflicts with ads from Axe, a male-oriented toiletry brand owned by Dove's parent company, Unilever. In addition, critics say that Dove's ads contradict themselves, taking aim at the beauty industry while shilling beauty products.
Dove's competitors include Johnson & Johnson, Unilever, Henkel, L'Oréal.
Why did Dove launch real beauty? ›
The Dove Campaign for Real Beauty is a worldwide marketing campaign launched by Unilever in 2004 aiming to build self confidence in women and young children.
How long did Dove Real Beauty campaign last? ›
Dove's Real Beauty campaign has had a significant impact on brand perceptions over the period 2006-2010, with Dove being perceived as more feminine than average by both men and women, and thus outshining its competitors among both male and female consumers.
What is Dove's brand purpose? ›
We want to redefine beauty standards and help everyone experience beauty and body image positively. We care about the future generation: helping girls build positive self-esteem through the Dove Self-Esteem Project, ensuring the world they enter is removed of toxic beauty standards.
What makes Dove unique? ›
Dove's core brand values are self-love, empowerment and beauty, manifesting through campaigns such as the self-esteem project and the Real beauty campaigns. Dove has successfully established a distinct reputation and differentiated itself from the competition, while simultaneously increasing brand awareness.
What is theme the message about? ›
The term theme can be defined as the underlying meaning of a story. It is the message the writer is trying to convey through the story. Often the theme of a story is a broad message about life. The theme of a story is important because a story's theme is part of the reason why the author wrote the story.
What is the main message theme? ›
Theme is the main or central idea in a literary work. It is the unifying element of a story. A theme is not a summary of characters or events. Rather, it is the controlling idea or central insight of the story.
What is a message strategy in a campaign? ›
A message strategy guides your communications. It aligns every message with your customer's needs. A good messaging strategy should have a clear goal, differentiate your brand from the competition, provide personalized messages for a specific audience, and tell the brand story at each stage of the customer journey.
How can advertisem*nts affect one's body image? ›
Advertising's Impact
Women frequently compare their bodies to those they see around them, and researchers have found that exposure to idealized body images lowers women's satisfaction with their own attractiveness.
What is an example of a key message for a campaign? ›
Examples include “We were the first to…”, “We're the largest…”, “We invented the…”, “We're the only ones to…”, “We're the safest…”, etc. If your “why” is particularly interesting or inspirational, include it as a key message.
1. Identify your audiences. Who is your company talking to, exactly? The audience is the initial question when it comes to defining your brand message.
Does Dove clean your body? ›
While ordinary soaps can strip skin of essential moisture, Dove Beauty Bar has mild cleansers to effectively wash away dirt and germs and care beautifully. Made with our ¼ moisturizing cream, Dove Beauty Bar leaves your body, face and hands feeling soft, smooth, and radiant. You can see why we call it a Beauty Bar.
Does Dove make your skin glow? ›
Never stop glowing
A beautiful glow should be available to all, and now it is. As a body moisturiser and radiance booster in one, one variant suiting all, Dove Skin Glow is a one-stop instant glow giver for all skin tones – so you can feel your most radiant self, from the outside in.
Is Dove good for sensitive face? ›
Dove Sensitive Beauty Bar is mild enough to be used every day, even on your face, without worrying about it drying out or irritating your skin. That's because it is not a soap bar, it's a Dove beauty bar, specially designed by skin care experts to be unscented, hypoallergenic and gentle for sensitive skin.
Why do dermatologists choose Dove? ›
There's a Better Way to Measure TV & Streaming Ad ROI. Dove asks dermatologists why they use the Beauty Bar at home. The doctors share that they find the Dove Beauty Bar gentle and moisturizing, and encourages their families and clients to use it too.
Why not to use Dove shampoo? ›
Dove Shampoo Is Bad For Your Hair Because
It contains a lot of harsh chemicals in its formulations like SLS, parabens, silicones, and even the worst one being DMDM hydantoin. Dove shampoos were being investigated because of the harsh ingredients in their formulations which resulted in hair loss.
What soap do dermatologist recommend the most? ›
Avoid using harsh soaps that dry the skin. Recommended soaps are Dove, Olay and Basis. Even better than soap are skin cleansers such as Cetaphil Skin Cleanser, CeraVe Hydrating Cleanser and Aquanil Cleanser.
What is best soap for face? ›
Ans: Kozicare Soap, Mamaearth Ubtan Nourishing Bathing Soap and Biotique Almond Oil Nourishing Body Soap are the best soaps for glowing skin.
Which Dove soap is best for face? ›
While bar soap is not typically used to clean the face, Dove has a line of beauty bars that contain natural and non-irritating ingredients that will serve your specific skin type. If you are looking for an all-natural, hypoallergenic and cruelty-free beauty bar, the Dove Sensitive Skin Beauty Bar is the top choice.
Does Dove remove dark spots? ›
Use a deodorant that works
For beautiful, even-toned underarms, Dove Ultimate Repair Dark Marks Corrector is the answer. It helps correct dark marks and repairs underarm skin so that you can be confident to flaunt your underarms.
The Dove Self-Esteem Project (DSEP)
Not only were the Dove workshops proved to significantly build body confidence but they also reduce the likelihood of girls disengaging socially and opting out of activities because of feeling bad about the way they look.
Did the Dove Reverse Selfie campaign increased sales? ›
After the campaign, brand affinity increased by 21% and there was an 11.9% uplift in cross-category value sales for the brand.
What are the disadvantages of Dove soap? ›
Some individuals may also experience minor itchiness/irritation after using the Dove soap. This may have to do with specific ingredients in the soap the individual could be allergic to. These side effects are not common to all. They are determined by an individual's skin type.
Who is the target audience of Dove Real beauty? ›
The company has a wide target audience, including 18 to 35-year-old women who value natural beauty, families and individuals looking for personal care products that cater to their specific needs.
Was the Dove Show US campaign successful? ›
The award-winning campaign had tremendous success: Over 2500 companies and publications are using images from the #ShowUs collection, 80% of the library was downloaded in over 60 countries, and, most importantly, it inspired 73% of women in key markets to think positive about their look.
What made Dove successful? ›
The brand values of Dove are self-love, empowerment and beauty which it achieves by creating campaigns such as the self-esteem project and the Real beauty campaigns.
How successful was the reverse selfie campaign? ›
The campaign got 6 billion earned impressions, inspired more than 4000% of their Self-Esteem Toolkit downloads and created 99% positive sentiment. A huge endorsem*nt for print's booster effect.
Do doctors recommend Dove soap? ›
Dermatologist recommended skin care products
They champion Dove because of our long-term commitment, and that's why Dove is still the No. 1 dermatologist-recommended brand for body wash, bars, antiperspirants and deodorants in the US today.
Does Dove leave a film on your skin? ›
Contrary to the soap fan's adamant conviction, it's not Dove that leaves behind a residue: it's soap. Soap leaves behind insoluble Calcium soap – bits of soap that react chemically with hard water and stick to your skin.
Is Dove actually good for your skin? ›
Do dermatologists recommend Dove beauty bar? Absolutely. Super gentle and moisturizing, we're so proud our beauty bar is #1 dermatologist recommended. Its neutral pH and mild, caring approach to cleansing (it contains sulfate free cleansers) have made it a firm favorite with skin experts and skincare lovers everywhere.
Dove's brand personality is transparent, confident, and inspiring.
