(no subject)
I'm reading a case study about Dove brand's "Campaign for Real Beauty". It notes that after some preliminary work with psychologists, Unilever surveyed 3,000 women from 10 different countries to test some of the specialists' hypotheses. Out of all those women, only 2% chose to describe themselves as beautiful. Ouch! Most respondents answered "natural" (31%), and in second place "average"(25%).
The case goes on to describe Unilever's breaking every rule in the book with this campaign, basically debunking the very myths about beauty that compel consumers to spend more money on the industry in hopes of coming closer to those standards. This was saying "we're not going to get you there, because that doesn't exist. But this does, and it's pretty good, let's take good care of it!"
I'm liking it. I think I'm choosing this one for my paper. I hope you are all feeling beautiful today, or at the very least, "natural".
The case goes on to describe Unilever's breaking every rule in the book with this campaign, basically debunking the very myths about beauty that compel consumers to spend more money on the industry in hopes of coming closer to those standards. This was saying "we're not going to get you there, because that doesn't exist. But this does, and it's pretty good, let's take good care of it!"
I'm liking it. I think I'm choosing this one for my paper. I hope you are all feeling beautiful today, or at the very least, "natural".