Dove is a brand known not simply for its soap and hygiene products, but heavily for its goal to promote self-esteem and self-confidence in women.
Earlier this year, the popular soap brand Dove released its “Real Beauty Sketches” video. This video incorporates a forensic artist to illustrate the contrasting perceptions between how women see themselves, and how they are seen by others. In accordance with the brand’s mission, this advertisement is meant to show women that they are their own worst critics, and that “[they] are more beautiful than [they] think”.
This advertisement is strictly for the brand, and not for the products. Not to say that the purpose of this video is not to promote buying Dove products and generating revenue, but just that it takes a different approach. This video promotes the image of the brand and reinforces the idea that it genuinely cares about its consumers.
This strategy is extremely effective marketing as this market has many direct and indirect competitors and therefore brands need to be able to find sustainable advantages to differentiate themselves from one another. Dove focuses on building its brand, and because the integrity of the brand has become trusted and valued beyond its competitors, Dove’s products have soared as well.