reseach
Background Note
As of 2005, Dove was the world's largest cleansing brand with annual sales of 2.5 billion euros in more than 80 countries. Dove's product portfolio included soap bars, body washes, face care products, antiperspirant/deodorants, hair care products, and styling aids...
Dove Listens to Women
In early 2004, Dove conducted a global study on the perceptions and attitudes of women with regard to their personal beauty and well-being. The study was done in partnership with StrategyOne and in collaboration with Nancy Etcoff (Etcoff) and the Massachusetts General Hospital /Harvard University Program in Aesthetics and Well Being, and Susie Orbach (Orbach) of the London School of Economics.
The study surveyed around 3,200 women from 10 countries (Argentina, Brazil, Canada, France, Italy, Japan, Netherlands, Portugal, the UK, and the US), in the age group of 18 to 64...
Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies
"Let's Celebrate Curves"
In April 2004, when Unilever initially launched its new Dove Firming Lotion in the UK, it decided to try out a new marketing approach. The ads named "Let's celebrate curves," featured six women of various body types in their underwear. The ad was photographed by Ian Rankin (Rankin), a leading fashion and celebrity photographer. The advertising was designed by O&M and the PR was handled by Edelman. (Refer to Exhibit III for Dove's ad for Firming Lotion)...
Going Global
In September 29, 2004, Dove formally launched the global campaign called "Campaign for Real Beauty" (Refer to Table I for Dove's campaign manifesto). The ad campaign was designed by O&M and the PR was handled by Edelman. The integrated campaign strove to raise consciousness of the issues surrounding beauty and to challenge long-held stereotypes. According to the company, the campaign was "intended to make more women feel beautiful everyday -celebrating
As of 2005, Dove was the world's largest cleansing brand with annual sales of 2.5 billion euros in more than 80 countries. Dove's product portfolio included soap bars, body washes, face care products, antiperspirant/deodorants, hair care products, and styling aids...
Dove Listens to Women
In early 2004, Dove conducted a global study on the perceptions and attitudes of women with regard to their personal beauty and well-being. The study was done in partnership with StrategyOne and in collaboration with Nancy Etcoff (Etcoff) and the Massachusetts General Hospital /Harvard University Program in Aesthetics and Well Being, and Susie Orbach (Orbach) of the London School of Economics.
The study surveyed around 3,200 women from 10 countries (Argentina, Brazil, Canada, France, Italy, Japan, Netherlands, Portugal, the UK, and the US), in the age group of 18 to 64...
Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies
"Let's Celebrate Curves"
In April 2004, when Unilever initially launched its new Dove Firming Lotion in the UK, it decided to try out a new marketing approach. The ads named "Let's celebrate curves," featured six women of various body types in their underwear. The ad was photographed by Ian Rankin (Rankin), a leading fashion and celebrity photographer. The advertising was designed by O&M and the PR was handled by Edelman. (Refer to Exhibit III for Dove's ad for Firming Lotion)...
Going Global
In September 29, 2004, Dove formally launched the global campaign called "Campaign for Real Beauty" (Refer to Table I for Dove's campaign manifesto). The ad campaign was designed by O&M and the PR was handled by Edelman. The integrated campaign strove to raise consciousness of the issues surrounding beauty and to challenge long-held stereotypes. According to the company, the campaign was "intended to make more women feel beautiful everyday -celebrating