Today’s buzz concepts “engage the audience” and “create conversations” can present a challenge to some companies who are unsure how to involve their customers in defining their brand. Dove’s Campaign for Real Beauty meets that challenge by affirming that beauty is not what Madison Avenue tells women that it is. Dove’s definition of “Real Beauty” includes every woman regardless of her height, weight or figure.
Dove’s Campaign for Real Beauty starts with a seemingly easy premise: Reach out to the widest possible audience with a proposition that speaks to their concerns. Self-esteem building for all women was the key message, with Dove selecting 6 women from all walks of life to embrace the variety of ways beauty can be represented. Beauty industry stereotypes are criticized as harmful to a woman’s well-being. Dove’s multi-channel campaign spans the media spectrum including videos, public transportation signage, town hall meetings, panel discussions and online forums. At each point the “Real Beauty” message resonates to all women. Dove expanded the campaign to reach out to pre-teen and teen girls; making the message of esteem building a universal campaign theme.
The key to the Dove campaign’s success was that Dove reached out to the widest possible audience. They created an atmosphere of inclusiveness, which by its very definition, encourages participants to share and identify with the “real beauty” concept. Through this initiative, using Dove products becomes part of an overall experience that simultaneously brings attention to the Dove brand and to the idea of real beauty, that’s inclusive for all women. The Dove initiative continues to build momentum with its own website, campaignforrealbeauty.com, and focuses on multiple engagement opportunities on and offline to encourage self-esteem in women of all ages, body types and walks of life.