When we think of beauty and skincare products, one of the first brands that comes to mind is DOVE. If we do the same exercise but in reverse, the result is also an automatic association of DOVE with reliable, high-quality beauty and skincare products. This immediate association of a concept of quality with a brand is due to the strong connection that the brand—in this case, DOVE—has with the general public, particularly with female consumers.
Over time, the brand in question has managed to establish itself as a highly trusted and prestigious brand in the minds of its consumers, becoming one of the best-selling brands in its segment worldwide.
One of the clearest examples of the scope and power of DOVE’s brand communication is its “DOVE for Real Beauty” campaign, which has allowed the brand to position itself as a top of mind in the women's beauty industry.
Some of the activities associated with this campaign have been piquing the curiosity of everyone who sees them because of their simplicity and powerful message— All women are beautiful; all forms of beauty are valid..
The latest study is based on the premise that when men look at beautiful but unfamiliar women, they do indeed recognize their beauty, but it does not evoke any emotion in them. When the photos of models were replaced with photos of women they love, their heart rates increased, proving that real beauty is the kind of beauty that truly stirs the emotions. Hence the name of the experiment itself: “Real beauty touches the heart.”.
With this campaign, DOVE demonstrates once again how a brand can be almost human. Today, it is a Master Love Brand—managing brands means thinking strategically about communication.
DOVE REAL BEAUTY – REAL BEAUTY BEATS