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Published byRodney Pearson Modified over 9 years ago
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DOVE- the world’s top cleansing brand feel good, look good
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ORIGIN STARTED IN 1957 AS A BEAUTY SOAP BAR CLINICALLY PROVEN MILDER FOR DRY SENSITIVE SKIN HALF OF THE WOMEN – DRY SKIN
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Target Customer WORLD OF HYPE AND STEREOTYPES PROVIDES ALTERNATIVES FOR WOMEN – BEAUTY COMES IN ALL SHAPES AND SIZES. IMP – HOW YOU FEEL RATHER THAN HOW YOU LOOK
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MARKETING STRATEGY Advertisements Real women in their ads without any re- touching Current campaign in major TV channels, newspapers and women’s magazines. Ground breaking campaign – Dove firming lotion – features women of all shapes and sizes
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PRODUCTS PRODUCTS REALLY MAKE A DIFFERENCE TO THE CONDITION AND FEEL OF HER HAIR AND SKIN MOISTURISING BODY WASH, DEODARANT,BODY LOTIONS,CLEANSERS,SHAMPOOS AND CONDITIONERS
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Certain Facts Just 12%- satisfied with their physical attractiveness. Only 2% - describe themselves as beautiful. 68% - media sets an unrealistic std of beauty. 75% - media should do a better job in portraying the diversity of women’s attractiveness across all ages.
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DSEF Launched in 2004. Committed to their mission Aims to educate and inspire young girls – workshops- protect and nurture their body- related self esteem and become fully realized adults. By 2010 they aim to reach the lives of 5 million young people.
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True You Workbook Body Talk
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Conclusion Dove aims at beauty at every age. Helps women to feel good Boosts their self esteem Distorted the conventional definition of beauty.
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