Dove is a popular leading manufacturer of beauty products. Since 1957, Dove has helped millions of women and men look their best and feel more confident in their appearance. In 2004, Dove spread its purpose driven wings with the launch of its Real Beauty campaign. In this video, we will take a look at the campaign and its worldwide impact. Real Beauty is an example of emotional marketing at its best. It is also a shining corporate social responsibility example.
The aim of Real Beauty, besides moving product, is to help women of all shapes, sizes, and colors to feel beautiful in their own skin. It is no secret that society places enormous pressure on women to conform to unrealistic beauty standards. Touched up photos of celebrities, who have access to resources most women lack, create an expectation that sets women up for failure.
A big part of Dove’s corporate social responsibility example is to do challenge those arbitrary rules. The ad campaign includes images of women who do not fit the mold of a thin build, perfect skin, and makeup applied by highly paid professionals. Dove wants women to accept themselves with all their perceived flaws and imperfections. Real Beauty includes videos of women talking about their journey to acceptance. Curvy women, freckled women, wrinkled women, women with tattoos, and women from cultures all over the world are regularly featured.
Of course, Dove’s corporate social responsibility example is not perfect, either. Critics point out that Dove still uses conventionally beautiful models in many of its other ads. We can forgive Dove if we recognize the nature of business. Many women still want to look like their favorite models or celebrities. Dove must respond to the market or risk going out of business. All the emotional marketing in the world won’t help a company if it ceases to exist.
Dove uses emotional marketing to create and define its corporate social responsibility example. Helping women embrace their bodies and accept themselves is an excellent way to give back and expand brand awareness at the same time. You don’t have to make beauty products, or set out to change the world, to learn and grow by following in Dove’s footsteps.