### 날짜 : 2023-11-05 18:10 ### 주제 : Dove's Real Beauty Campaign #마케팅 #casestudy #공부 ---- ### 메모 >**"Dove's Real Beauty Campaign."** **1. Campaign Overview:**  - Dove's Real Beauty Campaign is a groundbreaking marketing initiative that challenges traditional beauty standards and promotes a more inclusive and authentic representation of beauty. Launched by Dove, a personal care brand owned by Unilever, this campaign has had a significant impact on the beauty industry and society's perception of beauty.  - Dove's Real Beauty Campaign was officially launched in 2004. It marked a significant shift in the beauty industry's approach to advertising and body image. Since its inception, the campaign has evolved and continued to promote a more inclusive and authentic representation of beauty, challenging traditional beauty standards and promoting self-esteem and confidence among women and girls. Over the years, Dove has launched various initiatives and campaigns under the Real Beauty umbrella, each aimed at addressing different aspects of beauty perception and self-image. - Its primary aim is to promote self-confidence in women and young children by challenging conventional beauty standards and encouraging a more inclusive and realistic representation of beauty. **2. Key Objectives:** - Dove's Real Beauty Campaign had several key objectives: **2.1. Redefining Beauty:** The campaign aimed to challenge narrow and unrealistic beauty ideals by celebrating the diversity of real women's bodies, ages, ethnicities, and backgrounds. **2.2. Boosting Self-Esteem:** Dove wanted to empower women and girls to feel confident about their natural appearance and challenge the societal pressures to conform to idealized beauty standards. **2.3. Promoting Authenticity:** Dove sought to promote authenticity in beauty advertising and encourage brands to portray women more realistically. **3. Core Elements:** - The Real Beauty Campaign included various elements that contributed to its success: **3.1. Real Women, Real Beauty:** Dove featured real women of all ages, sizes, and ethnicities in its advertising. These women were not professional models but everyday individuals, reinforcing the message that all women are beautiful.  **3.2. Evolution Video:** One of the campaign's most famous components was the "Evolution" video, which showed the transformation of a model into a seemingly flawless image through photo editing and makeup. The video exposed the unrealistic beauty standards perpetuated by the industry. <iframe title="Dove - Evolution Commercial" src="https://www.youtube.com/embed/KN2yunRynks?feature=oembed" height="150" width="200" allowfullscreen="" allow="fullscreen" style="aspect-ratio: 1.33333 / 1; width: 100%; height: 100%;"></iframe> **3.3. Self-Esteem Workshops:** Dove organized self-esteem workshops and educational programs for young girls to promote positive body image and self-confidence. **3.4. Social Media and Viral Campaigns:** Dove used social media to encourage women to share their stories and promote the idea of real beauty. Viral campaigns like the "Real Beauty Sketches" video garnered widespread attention. **4. Impact:** - Dove's Real Beauty Campaign had a profound impact on the beauty industry and society: **4.1. Positive Brand Perception:** The campaign significantly improved Dove's brand perception and strengthened its position as a socially responsible and empathetic brand. **4.2. Cultural Impact:** It initiated a broader conversation about beauty standards, body image, and self-esteem. It prompted other brands to reevaluate their advertising practices. **4.3. Awards and Recognition:** The campaign received numerous awards for its creativity and social impact, further elevating Dove's status. **4.4. Continued Initiatives:** Dove continues to launch initiatives under the Real Beauty Campaign, such as the Dove Self-Esteem Project, which focuses on building self-confidence in young people. **5. Lessons Learned:** - The Real Beauty Campaign offers several valuable lessons for brands and marketers: >>**5.1. Authenticity Matters:** Authenticity and inclusivity in advertising resonate with consumers. Real people and real stories can create powerful connections. > >>**5.2. Purpose-Driven Marketing:** Brands that take a stand on important societal issues can make a positive impact and build strong customer loyalty. > >>**5.3. Empowerment:** Empowering individuals through campaigns that promote self-confidence and self-esteem can leave a lasting impression and create a positive brand image. > >Dove's Real Beauty Campaign remains a shining example of how marketing can be used to challenge stereotypes, promote inclusivity, and inspire positive change in society. It demonstrates the potential for brands to have a meaningful impact beyond product sales. ### 출처(참고문헌) - ### 연결문서 -