Beauty more than

skin deep?
Case Study 7
 Question 1
Introduction 03
01
Question 2
04
Summary
02
Conclusion
05
Introduction

At Dove, we have a vision of a

world where beauty is a source
of confidence, not anxiety.
Our mission is to ensure the
next generation grow up
enjoying a positive relationship
with the way they look –
helping girls to raise their
self-esteem and realise their
full potential.
Introduction

Evolution
 02
Summary
Summary
- Dove – own by Unilever
- Launched first beauty product
in 1957
- Now – body care, hair care and
deodorant products

- In 2004, Dove launched

“Campaign for Real Beauty”
- “ Evaluation” ad
- Only 4% of women view
themselves as beautiful
- Dove Self- Esteem Fund
program for girls to gain self- Evaluation advertising
esteem
Summary

- There has been plenty of criticism. “ If woman are supposed to be satisfied

with natural beauty, why does Dove sell these products?”

- Axe ads objectifying women

- Dove focuses less on how women look, but how they will feel.
 Question 1

Dove’s campaign assumes that

advertising has the power to
determine what we find attractive or
unattractive.

Do you agree?
 Question 1
• In the 20th century, the standards of what
"beauty" is being distorted by the media and
by the fashion industry.
• These standards is not about the "Actual" self
but the "Ideal" self.
• 2004, Dove’s Campaign for Real Beauty
showed "normal" women in various sizes.
• Women obsessed with the ideal self, rather
than their actual self => demand more of the
advertised skin firming products.
• Dove attracted women to buy their products
by promoting acceptance of their actual self
• No need to conform to the standard of beauty
the fashion industry determines
• Dove’s assumptions in the campaign are
totally correct.
 Question 2

Some people argue that fashion

products are “aspirational”; They
encourage consumers to think about
what they could be rather than what
they are.

Do women really wnat to see “average”

models in advertising?

Why or why not?

Question 2
Do not want to see “average” models in
advertising.

Using “average” models in advertising

creates a gap between the idea self of a
woman and their actual self.

In western society, an “ideal women” is

generally tan, fit, curvy, has long healthy
hair, clear skin, blue eyes, white teeth etc

 A drop in the purchasing of beauty

products
Question 2
More diversity should be incorporated
into advertising messages in order to
expand the definition of real beauty.

In Dove”s campaign, models of different

shapes, sizes, and ages were used to bring
awareness to the self-esteem and social
issues of women.

By promoting realistic women in a

positive way, women would feel the need
to purchase products not for others, but
for themselves
 05
Conclusion
Thanks for listening
Do you have any questions?