DESIGN A

STORYTELLING CANVAS BETTER

BUSINESS

SUBJECT GOAL AUDIENCE

What do you want to achieve with this story? What is your story’s audience?
What is the story about? The aim of the brand Dove and its Campaign for What are their needs?
Real Beauty is to celebrate the natural physical Dove's target audience was comprised of highly
The Dove brand, founded by Lever Brothers, began in differences personified by all women and to engaged women active on digital and social media.
1957. When the brand first began, they sold beauty encourage them to have the confidence to be The brand focused on females, ages 18 to 35, who
soap bars. They have since expanded to produce a comfortable and happy with themselves. valued natural, healthy beauty product.
wide range of personal care products including “body
wash, deodorants, body lotions, facial cleansers and Audience want to feel positive about Dove, and purchasing
shampoos and conditioner. Dove TV Advertisements- their products, allows women to show that they too believe
1950’s In 1957, the first advertisement for the Dove society’s values regarding beauty need to change, from a
beauty bar ran, boasting its “1/4 Cleansing Cream”. focus on outer appearance and the “thin ideal”, to a focus on
The comparative ad states that ordinary soaps leave inner beauty and confidence.
the skin feeling dry, but Dove “creams your skin
while you wash”. The ad encourages users to try an
experiment themselves by cleansing half of their face
with ordinary soap and the other half with Dove soap
to notice the difference in how velvety and smooth
their skin feels. Dove Print Advertisements- 1960’s In
the 1960’s, Dove’s advertising also places a stronger
emphasis on pampering and targets itself more
directly toward women. The introduction of a new
pink colored Dove bar with its “heavenly new
fragrance” brings about new advertising. This
advertisement depicts a woman taking a bubble bath
with her hair tied in a pink bow, chatting on a pink
telephone, and holding up her pink Dove beauty bar.
The emphasis on Dove’s ability to cream the skin
while you wash is brought down to the fine print of
the ad; The emphasis is no longer on the
functionality and differentiation of the beauty bar.
Instead, the advertisement builds a brand personality
of being a feminine and indulgent product with
which to pamper oneself. This femininity is made
clear through the use of pink throughout the ad and
through the copy. In 2004, Dove’s advertising
changed. The brand launched its “Campaign for Real
Beauty” in an effort to widen the definition of beauty
after studies conducted by Dove proved that “the
definition of beauty had become limiting and
unattainable” and findings concluded that “only 2%
of women around the world would describe
themselves as beautiful” . The campaign uses
unconventional women of all shapes, sizes, races,
and ages to celebrate “real” beauty of women.

BEFORE 1. SET THE SCENE 2. MAKE YOUR POINT 3. CONCLUSION AFTER

What does your audience think, What do you need to introduce? The audience’s A-Ha moment. The end of your story. What is the What does your audience think,
feel, know, want, before they have What should be set up or ex- Not only has Dove real beauty conclusion? What is your call to feel, know, want, after they have
experienced your story? plained? campaign helped Dove action? experienced your story?
Before the launch of dove only Over half of young girls successfully increase its sales One of the greatest The Dove Campaign for
2% women considered worldwide don’t feel (and number of awards), but it achievements of the Dove Real Beauty was brilliant.
themselves as beautiful. They confident about the way they has also increased women's campaign is that it initiated a The campaign was
had low self esteem and confidence. Dove does not use global conversation to widen
look, it might not always be
celebrity to endorse its
effective in terms of both
confidence regarding their the definition of beauty. The
true. Through the Dove Self
products but uses real women society and the brand.
beauty because of the main issue being targeted was
standard set by the society.
Esteem Project, they want and also focuses on emotional Unrealistic portrayals of
the repetitive use of unrealistic,
Dove intends to shatter this
young people to learn how to appeal. . Dove wants to beauty, including those
unattainable images, which
myth and stereotype of beauty be confident, inside and create a community where consequently pose restrictions portrayals that exist in
and wants every women to feel out. Dove wants women to beauty is a source of the media, urge girls and
on the definition of beauty.
beautiful irrespective of their redefine beauty. women to aspire to a
confidence, not anxiety Dove sought to change the
colour, culture of advertising by false perfection. While it
age,weight and skin. It asks challenging beauty stereotypes; arguably affects the
women to pledge to they selected real women psychology of all in that it
redefine beauty for whose appearances are lowers self-esteem and
themselves and young girls outside the stereotypical norms self-confidence, for some
to challenge preconceived of beauty (e.g., older women it has deadly
notions about with wrinkles, overweight consequences as the
attractiveness. women). The real women were aspiration to be thin
attractive and likeable to their
female audience because they
suffocates all other goals.
were relatable and provided a
“fresh” perspective within the
media

BY DESIGNABETTERBUSINESS.COM
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
http://creativecommons.org/licenses/by-sa/4.0 or send a letter to Creative Commons,
171 Second Street, Suite 300, San Francisco, California, 94105, USA.