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“All this talk about fashion models and
extreme dieting. How did our idea of
beauty become so distorted?”
~Dove Self-esteem Fund
The timeline of the Dove campaign
An overview of the Dove Beauty Campaign and
Research Study
Marketing of Unilever: Axe and Dove Controversy
Positive Aspects of Unilever
Dove is a division of Unilever
The Dove brand was started in 1957
A variety of body care products
Largest Personal Care brand
September 2004
Begins with ad
campaign showing
real women who don’t
fit the “ideal” of
beauty
June 2005
Dove featured ads of
six regular women
with “real bodies and
real curves”
Viewers asked to vote
on the women’s looks
https://www.google.ca/
The Dove Campaign for Real Beauty is a
marketing campaign
The campaign's mission is "to create a world
where beauty is a source of confidence and not
anxiety"
The advertisements use “regular” women instead
of professional models
September 2006
Short film, Evolution
showing transformation
of women through
makeup and
airbrushing
Dove Self-Esteem Fund
https://www.google.ca/search?q=dove+campaign&rlz=1C1OPRA_e
http://www.youtube.com/watch?v=iYhCn0jf46U
Dove Self Esteem Fund shows they are committed to
educating and inspiring girls to build self esteem and
become empowered women
The Dove movement helps girls reach their potential
in life and in body
Since 2005 over eight hundred thousand in Canada
have been touched by Dove Self-Esteem Fund
http://brucemctague.com/poor-self-esteem-is-an-equal-opportunity-employer
http://www.youtube.com/watch?v=sIxOxIAt2Y4
February 2007
Beauty Comes of Age
reveals 91% of women
ages 50-64 think that
societal concepts of
aging and beauty need
to change
Embracement of aging
in women
2010
The Dove Movement for
Self-Esteem
~7 million girls have
been helped through
educational programs
and activities
February 2011 - The Real Truth About Beauty: Revisited
4% of women consider themselves beautiful
3% of girls 18- 64 would use the word “beautiful”
55% of Canadian girls feel pressure to be beautiful by age 14.
96% of Canadian girls feel pressure to be beautiful by age 29.
47% of Canadian girls (ages 10-17) avoid social activities because of
lack of self-confidence
Axe and Dove Controversy
Unilever is the global company that owns both, Dove and
Axe
Axe is currently the leader in marketing for male hygiene
products
The Axe brand was originally started in France as “Lynx”
in 1983. Axe was launched in North America in 2002
Axe’s real target market is middle school and high school
boys between the ages of 12-18
“We help people around the world meet
everyday needs for nutrition, hygiene
and well-being, with brands that help
people look good, feel good and get
more out of life.”
http://www.youtube.com/watch?v=bGrR0SzAO20
http://www.wkrb13.com/
Unilever creates brands that gain the appeal of the
targeted audience
Dove targets and builds up the low self-esteem of
women
Axe targets and builds up the low self-esteem of men
Axe is a $2.5 billion global brand with relentless growth
Axe currently owns a 72% share of the body-spray category
Dove is the No. 1 personal wash brand nationwide
Dove spent $57.1 million on advertising in 2012, according to
the Kantar Media unit of WPP
Unilever employs more than 10,000 people in the United States
and has generated over $9 billion in sales in 2012
“In a world of hype and stereotypes, Dove
provides a refreshingly real alternative for
women who recognize that beauty comes in all
shapes and sizes and isn’t simply about how you
look – it’s about how you feel.”
– Unilever.ca
The Dove Campaign has helped women and girls around
the world feel better about themselves
Dove has a goal to reach over 15 million girls with the
Dove Movement for Self-Esteem by 2015
Dove is committed to destroying harmful stereotypes
about our bodies and is creating a revolution of women
eager to accept this change
Please visit any of the following sites to become a
part of this movement:
www.dove.ca
https://www.facebook.com/DoveCanada
https://twitter.com/Dove
http://www.pinterest.com/dovecanada/
Unilever (2013) “Positive Self-Esteem Makes Girls Unstoppable.” Photo. Dove social mission. Retrieved on 17 Sept. 2013 from: https://www.google.ca/
Women-In-Advertising-GSSC 1051. “Dove campaign, Evolution.” photo. wikispaces.com. Retrieved on 16 Sept. 2013 from:
<https://www.google.ca/search?q=dove+campaign&rlz=1C1OPRA_e
Tim Piper. “dove evolution.” video. Youtube.ca Uploaded 06 Oct. 2006. Retrieved on 16 Sept. 2013 from: http://www.youtube.com/watch?v=iYhCn0jf46U
http://en.wikipedia.org/wiki/Dove_Campaign_for_Real_Beauty
http://www.dove.us/social-mission/campaign-for-real-beauty.aspx
http://www.unilever.com
http://www.unilever.ca
http://www.dove.ca/en/Article/Surprising-Self-Esteem-Statistics.aspx
http://brucemctague.com/poor-self-esteem-is-an-equal-opportunity-employer
http://www.youtube.com/watch?v=sIxOxIAt2Y4
Dove. (2013). The Dove Campaign for Real Beauty. Dove US. Retrieved September 10, 2013, from http://www.dove.us/social-mission/campaign-for-realbeauty.aspx
Dove. (2011). New Research Finds a Girl’s Inner Beauty Critic Moves in by Age 14. Dove Canada. Retrieved September 15, 2013, from
http://www.dove.ca/en/Article/Surprising-Self-Esteem-Statistics.aspx
Unilever. “Dove Brands in Action.” photo. www.unilever.com 2013 Retrieved on 20 Sept. 2013 from: https://www.google.ca/s
Qtcheereotwnz. “dove vs axe.” Video. Youtube.ca 26 Mar. 2009. Retrieved from: http://www.youtube.com/watch?v=bGrR0SzAO20
Seth Barnet. “unilever-logo.” photo. www.wkrb13.com 27 Sept. 2013. Retrieved 28 Sept. 2013 from http://www.wkrb13.com/
http://www.unilever.ca/brands/personalcarebrands/Axe.aspx
http://taylorseymour.wordpress.com/2012/11/04/dove-vs-axe-hypocrisy-or-good-marketing/
http://adage.com/article/news/dove-evolution-evolution/241971/
http://www.foghound.com/blog/2007/11/26/dove-axe-controversy-new-chapter-in-marketing/
http://www.fastcocreate.com/1681417/how-axe-built-a-highly-scientific-totally-irresistible-marketing-machine-built-on-lust
http://www.nytimes.com/2013/06/25/business/media/in-criticizing-rival-products-a-dove-campaign-is-called-unfair.html?_r=0
http://www.unileverusa.com/media-center/pressreleases/2013/doverealbeautysketchesmostviewedonlinead.aspx
Unilever. (2013). Dove. Unilever Canada. Retrieved September 18, 2013, from http://www.unilever.ca/brands/personalcarebrands/dove.aspx
Dove. “Dove’s Real Women.” Photo. Dove.ca (2013)
Retrieved 17 Sept. 2013 from: <https://www.google.ca/ >