SHADES

OF
BEAUTY
 OVERVIEW OF THE CASE
“ W E WA N T T O C H A L L E N G E T H E
D E F I N I T I O N O F B E A U T Y. W E B E L I E V E
T H AT B E A U T Y H A S B ECOME TOO
NARROW IN DEFINITION. WE WANT TO DEFY
THE STEREOTYPE THAT ONLY THE YOUNG
,BLOND AND TALL ARE BEAUTIFUL.”

PHILIPPE HAROUSSEAU
DOVE’S MARKETING
DIRECTOR

• “I FEEL LIKE A 65 YEAR OLD CINDERELLA.”

- MARY
1940 – DOVE SOAP BAR
1960 – ORIGINAL DOVE BEAUTY BAR
1980 – LEADING BRAND.
1990 – DOVE BEAUTY WASH.
1995 – EXPANSION IN RANGE.
2001 – DOVE ANTI-PERSPIRANT.
2003 – DOVE HAIR CARE LINE.
2004 – BODY FIRMING LINE.
SEPTEMBER 2004 – LAUNCHED CFRB.

2005 - WORLD’S LARGEST CLEANSING

BRAND.
 GOAL OF THE
CAMPAIGN

BOOST SELF REDEFINE

ESTEEM BEAUTY
 ABOUT THE STUDY AND
• The
METHODOLOGY
RTABS was commissioned by Dove, one of Unilever’s
largest Beauty Brand.
• Understand - women, beauty and well-being and the
relationship between them, globally.
• Concern- limited portrayal of beauty
• Dove’s mission was to explore emperically
– How women define beauty
– How satisfied they are with their beauty
– How they feel about female beauty portrayal in the society.
– Weather it was possible to think and talk bout female beauty in a
more authentic, satisfying and empowering way.
• The Study managed by StrategyOne – specialist applied
research firm based in New York.
• Collaboration with Dr. Nancy Etcoff of Harvard University and
Dr. Susie Orbach of the London School of Economics.
• The findings are based on quantitative data collected from a
global study of 3200 Women ,aged 18 to 64, conducted across
10 countries.
Description of One’s Looks
Total Respondents

All figures in percentages. Excludes

none of these, don’t know and refused
Description of One’s Looks

All figures in percentages

Discomfort in Describing Oneself as
Beautiful
“I do not feel comfortable describing myself as
beautiful”

All figures in percentages.

Discomfort in Describing Oneself as Beautiful
“I do not feel comfortable describing myself as
beautiful”

strongly
agree

All figures in percentages.

Defining One’s Weight
Total Respondents

All figures in percentages.

Perception of Weight vs. The Reality of
Weight

All figures in percentages.

Satisfaction with Factors in one’s
Life
Total Respondents

All figures in
percentages
Importance in Making “ You” Feel
Beautiful

All figures in percentages.

Importance in Making “ You” Feel
Beautiful

All figures in
percentages
Importance of Attributes in Making
Women Feel Beautiful- (1 of 2)
Total Respondents

All figures in
percentages
Importance of Attributes in Making
Women Feel Beautiful – (2 of 2)
Total Respondents

All figures in
percentages
The Media and Beauty
Total Respondents

All figures in
percentages
The Media and Beauty

All figures in
percentages.
Better Ways to Depict Women in the
Media

All figures in
percentages
Better Ways to Depict Women in the
Media

All figures in percentages

 CONCLUSIONS
• The word “Beauty” has become functionally defined as
“physical attractiveness”.
• This definition is communicated through the media .
• Women try to achieve it.
• Since this idea is difficult to achieve, women find it
difficult to think of themselves as beautiful.
• This leads to unhappiness and low self esteem and self
worth.
• The study outlines the components of beauty clearly.
• Along with physical attractiveness, the components also
include happiness, ki ndness, wisdom, dignity, love,
authenticity and self-realization.
• Women believe that media can also be a force for
reconfiguring the image of beauty it has perpetuated.
• True beauty should be the new standard – with the
unprecedented power to open minds and move
emotions.
LET’S CELEBRATE
US SUNS
E ILK
US D
E OVE
MARKETING STRATEGIES
• PROBLEM RECOGNITION.
• CAPTURING MARKETING INSIGHTS.
• CONNECTING WITH CUSTOMERS :-
ESP Vs USP
• TWO PHASE MARKETING
• NO PAGE LEFT UNTURNED
• WEBSITE
• MOBILE OUTDOOR MARKETING.

• PRESS RELEASES AND

MEDIA DEBATES.
• BRAND POSITIONING.
• REAL LIFE MODELS
• EYE CATCHING BILLBOARDS.
CRITICS
• “FIRMED UP BEAUTY” OR “REAL BEAUTY” ?
• REAL LIFE MODELS DEFYING BEAUTY
STEREOTYPES ?
• DID THEY REALLY FEATURE PEOPLE WHO
WERE UNACTRACTIVE ?
• THE MODELS WERE NOT GLAMOROUS BUT
WERE STILL FEATURED GLAMOROUS.

• WOULD U LIKE TO SEE A FAT THIGH LIKE

THAT
• EVERYDAY ?
• IS IT