The media has set the definition of the perfect hair, body, look, and the perfect woman overall. 74% of girls say they are under pressure to please everyone. We are bombarded with such high standards of beauty from social media, television, advertisements, etc. This portrayal of a beautiful, perfect woman has influenced people and changed their level of expectations. Many women have been photo-shopped or modified to some extent. This has cause many women over the years to suffer from self-esteem issues that has made them feel inferior in many ways. This issue was taken into consideration by one brand who decided to take some action. This brand was Dove.
Dove conducted an experiment: Dove Real Beauty Sketches.They wanted to show women all over the world that sometimes they are their own worst critic. A FBI trained forensic artist named Gil Zamora worked with them to make two sketches of each woman. The sketches were made from behind a mysterious curtain. For the first sketch, the women described themselves from their own perception to Gil Zamora. For the second sketch, strangers described those women from their perception. The results were incredible. The portraits based on strangers’ descriptions were ultimately more attractive and more accurate to the actual women than the portraits based on the women’s own descriptions. This showed them that they are too critical of themselves. “When I was asked to be a part of the film for Dove, I never imagined how different the two sketch portrayals would be,” said Gil Zamora.
This advertisement campaign was a major success. This advertisement does not specify a single product but sells the message and goal of the brand. This will lead to an increase in the sales and a sense of loyalty for the brand. Dove sells beauty bar, body wash, deodorant, hair products and lotion. Dove was recognised as a real and loyal brand that spreads love. It increased brand awareness and portrayed its value. This would create trust between Dove and its consumers, which will profit the brand. All the Dove products are around $5-$10. It is a very affordable price. People will be more willing to buy their products as they r affordable and trustworthy. YouTube would be an easy and authentic platform for viewers to experience the video and connect to it. Placing the video online was a good idea. The placement of the products are in any nearby stores, such as Shoppers, Walmart, Superstore, etc. This is an easy and quick way to reach and buy the products for their consumers. The promotion of the product was done effectively through social media. Today, people are more dependent on technology. Also, social media has been influencing our world in a major way. This was a great way to spread awareness quickly and to more people. The release of the videos in different languages increased its reach to more people. It also increased the target audience for the brand. Women of all colours and ethnicity could related to the women in the video. The strategy of Dove was to appeal to its consumers emotionally which it succeeded at.
More than 50 million people viewed the video within 12 days of its release which is now over 67 million views. The Dove brand uploaded the video in 25 languages to its many official YouTube channels, which reached many people all over the world. “Real Beauty Sketches” generated close to 3.8 million shares in its first month online. It grabbed the attention of many people allover the world. It was a really creative way to build up some confidence among women. Dove has always been the type of brand to build up self-esteem and make women believe that everyone is beautiful. These types of campaigns gives Dove their uniqueness. This video showed many women that they may not see the truth behind their real beauty. This conveyed the idea that “You’re more beautiful than you think”. We should always see ourselves through a stranger’s eyes to see the real us.