Unilever’s “Real Beauty” Campaign for Dove (Abridged)



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Introduction

In June 2005, consumer products major Unilever launched an ad campaign in the US for its Dove Intensive Firming range of products. This campaign, which featured regular women (non-models), was part of Dove’s “Campaign for Real Beauty” (CFRB). According to the company, the main purpose of CFRB was to challenge the stereotypes set by the beauty industry over the years.

The CFRB was launched as a global campaign by Unilever in 2004 to promote its Dove range of personal care products. The stated aim of the campaign was to act as a catalyst to broaden the definition of beauty and encourage discussion about its aspects. .......

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Unilever’s consumer research studies had indicated that beauty advertising was out of sync with its consumers. Beauty advertisers bombarded consumers with idealized images of models, super-models and celebrities, which left the consumers feeling bad about their own body image and hurt their self-esteem. These insights prompted Unilever to launch a campaign in the early part of 2004 in Europe featuring non-models..........

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