EOC: Midterm Project- Dove

                                           

Dove toiletries known for it’s logo a silhouette of the brand’s namesake bird which is how each one its products are recognized. Dove products include deodorants, body washes, beauty bars, lotions, hair care, and facial care products which are manufactured in Argentina, Australia, Brazil, Canada, Germany, India, Ireland, Netherlands, Thailand, Turkey, and United States. Dove’s vision is, imagine a world where beauty is a source of confidence, not anxiety. In their movement for self-esteem Dove is committed to building positive self-esteeem and inspiring all women and girls to reach their full potential. Dove also holds a campaign for real beauty which is a global effort launched in 2004 to serve as a starting poing for widening the definition and discussion of beauty. “In addition to changing women’s views of their bodies, Dove also aimed to change the beauty market. In an industry where the standard of beauty is often a size two blonde supermodel. Dove distinguished itself by using models that ranged from size six to fourteen. Abandoned the conventional cynical method of portraying, perfect women as beauty role models.” Article. Dove Campaign for Real Beauty Case Study. Melinda Brodbeck and Erin Evans. March 2007 Dove’s target market has always been real women with the goal to make them feel empowered and even now they are targeting men which was launched in 2010. Women are each broken off into groups depending on age due to the stages skin a women’s skin goes through throughout their lives. Dove uses magazines as a key partner in its marketing strategy in order to show “real women.”  “The Dove women are familiar not only because they seem to be grinning from every street corner but also because they look like the vast majority of the women one might encounter at the neighborhood gym -- not fat but not buff either. They are commonly referred to as "real women," an infuriating term that suggests a model or an actress or any woman who does measure up to an unspecified standard of svelteness is somehow artificial. Real is equated with big, chubby -- not sample size, which is as real as it gets in the fashion industry.” Article. Dove Looks Real. Washington Post. Dove competes fiercely with Procter & Gmables’s Olay and Johnson & Johnson’s Neutrogena. Dove supports partnerships with after-school programs, self-esteem building events and educational resources. Dove also supports a partnership with Alliance for Women in Media. Some Clubs they partner with are girl scouts, Boys and Girls Clubs of America, and girls inc. “Dove helps encourage girls to embrace their unique beauty with their workshops, guides, activities, and videos brought by Dove. Jess Weiner