Dove started out in the 1940’s and was considered by many a mediocre brand. They didn’t have a large selection of products or a clear marketing strategy. By the 1980’s Dove products expanded and they became the leading brand promoted by physicians. Although this helped the company grow, what really gave it the boost was their marketing strategy: celebrating the everyday woman.
When I think of other beauty product brands I think of the celebrity who is in all their commercials; for example, if I hear Pantene, my mind immediately goes to Gisele. Unlike many of their competitors Dove opts to not use celebrities or models in their ads and instead spotlights regular women of different ages, body types, and looks. The message of each commercial or campaign is the importance of women feeling good about themselves.
Dove has evolved with the world and now does a lot of social media marketing. One of their most successful ads was a video that went viral and has over 55 million views on YouTube. The video is called “Dove Real Beauty Sketches” and it features a FBI sketch artist who helps women examine their perception of themselves. In the video seven women describe themselves to the sketch artist from behind a curtain. After, a stranger describes the same woman so the artist can complete a second sketch. In each scenario the sketch drawn from self-descriptions was less attractive than the sketch drawn by the stranger’s descriptions.
At the end of the video the two sketches are revealed to each woman and their reactions are really powerful. They see that their perception of themselves is distorted and they are beautiful. Dove released a statement saying, “We decided to conduct a compelling social experiment that proves to women something very important: You are more beautiful than you think.” Dove is a beauty product company, but when I think of them I think of self-love and inner beauty. I think this is why so many women, including myself, feel a brand loyalty towards Dove.
The part of Dove that I find most impressive is that women of all different ages trust their products and have a brand loyalty. My grandmother who is mid seventies uses Dove products and I at age twenty also do. That is a huge range and they are able to appeal to everyone because their advertisements focus on women of all ages.
Dove has experienced enormous success due to a change in marketing strategy. They have experienced an increase in sales and customer loyalty all because the marketing has made Dove more than a brand- it’s a celebration of all women.