After reading an article from a classmate on Dove’s efforts to empower young women and encouraging natural beauty. A new ad was launched to get women to describe their physical appearance to a forensic artist. As a result, their descriptions of themselves were more critical than a stranger’s perception.
https://www.youtube.com/watch?feature=player_embedded&v=XpaOjMXyJGk
Although the message is purely good-intentioned, I can’t help but believe that every company’s underlying objectives is to maximize profit and expand its market which devalues Dove’s marketing efforts. When the marketing strategy become more personable, it makes room for more subjectivity which can easily become misconstrued — I thought the message to consumers was forced. This campaign accidentally magnified the idea that beauty is a prevalent focus in society. These women are commenting only on physicality which misses the idea of “real beauty” — which Laura Stampler described as “intelligence and wit and ethical sensibility” (¶6). The reason why people glance over these flaws is because it’s brand positioning has already led consumers to develop loyalty. It has engraved itself into our minds as that product that boosts self esteems. Their established leadership in this market, as described by Al Ries and Jack Trout, has made it difficult to change the customer’s impression of Dove’s Real Beauty.
Sources:
http://www.quickmba.com/marketing/ries-trout/positioning/
http://www.businessinsider.com/why-people-hate-doves-real-beauty-ad-2013-4
http://www.psychologytoday.com/blog/eat-the-damn-cake/201304/whats-wrong-doves-real-beauty-sketches-campaign
