Dove Soap Changing Consumer Behavior for Women

The old Soap concept•The Old Soap concept means ,Only used for bath and there is a narrow concept for beauty of women.

•Simple Soaps are used by women and men both

•Less numbers of women soap are in market

•Campaign for real beauty is not in market

Real definition of Beauty

We want to challenge the definition of beauty. We believe that beauty has become too narrow in definition. We want to defy the stereotype that only the young, blond and tall are beautiful

CHANGING THE MIND

The CFRB was launched as a global campaign by Unilever in September 2004 to promote its Dove range of personal care products. The Dove brand was one of Unilever's leading personal care brands, with products like soap, body-wash, shampoo

The stated aim of the campaign was to act as a catalyst to broaden the definition of beauty and encourage discussion about its aspects. Unilever's consumer research studies had indicated that beauty advertising was out of sync with its consumers.

Marketing Strategy to attract the Customer

Specially a Soap only for Women

Its in the concept of the Cosmetics

Price is initially too low compare to other beauty products (Like Facials,Qutatations) etc

The Campaign Slogan is "Campaign for Real Beauty"

Dove Continues to Listen and Act

In 2005, Dove commissioned another global study to understand the perceptions of women with regard to beauty. Around 3,300 women, between the ages of 15 and 64, were interviewed in Brazil, Canada, China, Germany, Italy, Japan, Mexico, Saudi Arabia, the UK, and the US. This study further reaffirmed the findings of the previous study conducted in 2004

The study surveyed around 3,200 women from 10 countries (Argentina, Brazil, Canada, France, Italy, Japan, Netherlands, Portugal, the UK, India

EVERY GIRL IS BEAUTIFUL

EVERY GIRL IS BEAUTIFULThis is the Camping made by Unilever in 2006 that every girl is beautiful in the world no matter you are fat,ugly,black,tall,short what else

The Camping is known as Super Bowl ConceptMany people, including experts, appreciated Dove's efforts toward changing perceptions of beauty in advertising through the use of refreshing ads that made women feel good about themselves

Some critics felt that Dove's 'Real Beauty' campaign was contradictory to the very ideas espoused by it. This was because it aimed to convince women to buy Dove's 'Firming' range, a product that was designed to reduce cellulite

But the Dove has got the real success in branding strategy

STORY CONTINEUS

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