Ten Years In, Dove’s ‘Real Beauty’ Seems to Be Aging Well
Posted in: Uncategorized
It’s been 10 years since Unilever’s Dove launched its groundbreaking “Campaign for Real Beauty.” It’s won a plethora of ad awards and sold a heap of product — sales have jumped to $4 billion today from $2.5 billion in its inaugural year. But has it changed perceptions?
Dove claims it has. Research from Harvard psychologist Nancy Etcoff examining the campaign then and now finds more women today define beauty on a wider array of qualities beyond looks, such as confidence. It also concludes that women now base their ideas of beauty more on social media than traditional media. The research was funded by Unilever, but Dove isn’t trying to be too vain about it. “I’m sure we’ve played some part,” said Steve Miles, senior VP-global marketing. Here’s a look at six historical highlights — and lowlights — of “Real Beauty.”
‘REAL CURVES’
Post a Comment