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The Real Beauty of the Dove Campaign: A Critical Analysis - Case Study Example

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This case study "The Real Beauty of the Dove Campaign: A Critical Analysis" will discuss and analyze in detail an advertising and marketing campaign that dared to defy the picture of someone being beautiful only when she looks like a supermodel or a celebrity…
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The Real Beauty of the Dove Campaign: A Critical Analysis
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Dove is a trademark product of Unilever, one of the leading conglomerates which manufacture “consumer-packaged goods, household products, foods and beverages, personal products and specialty chemicals” (Dove.com, 2007a). Unilever is based in the United Kingdom and the Netherlands and has a total of five hundred companies in seventy-five different countries under its wing (Dove.com, 2007a). Because Dove is a part of the Unilever conglomerate, it has the advantage of sharing Unilever’s vast technological, marketing, and scientific resources (Dove.com, 2007a).
Because Dove is now one of the leading brands in skincare products, many do not know that it was initially developed as an “a non-irritating skin cleaner for pretreatment use on burns and wounds” during the World War II era (Dove.com, 2007a). It was only during the 1960s that the Dove® Beauty Bar was launched nationwide (Dove.com, 2007a). The past decades have seen the Dove® Beauty Bar being recognized for its mildness—as it outranked seventeen other soap bars in the category—and its number one rank as a physician-recommended cleansing bar (Dove.com, 2007a).
Because of the successes of Dove as a beauty bar, Unilever began to develop an array of other beauty products under the brand. At present, Dove now includes the following products under its brand: Moisturizing Body Wash, Sensitive Skin Bar, Facial Care Cleanser, Facial Cleaning Scrub, Facial Care, All Day Moisturizing Body Wash, Anti-Perspirant/Deodorant. ...Download file to see next pagesRead More
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