A Marketing Campaign That Influenced Generations

The story of the Dove brand, which decided to help women realize their true beauty through its marketing efforts.

Dove and the Real Beauty Revolution: How the Brand Changed the Perception of Beauty Worldwide

Dove was founded in 1957 and quickly established itself in the market with its main proposition as a "beauty soap."

However, at the turn of the millennium, Dove’s research revealed that 98% of women were dissatisfied with their own beauty. This showed that their proposition wasn’t resonating with the target audience. So, how did they respond?

In 2004, Dove launched the "Real Beauty" campaign, which became one of the most significant and influential marketing campaigns ever. Instead of featuring celebrities or models with ideal proportions, the ads began showcasing women of various sizes, shapes, ethnicities, and ages. Not only did this attract massive attention, but it also began changing the perception of beauty.

Despite the campaign's success, 96% of women still claimed they didn’t like how they looked. Dove realized that the issue wasn’t just with unrealistic beauty standards but with women’s internal dialogue. In response, Dove began organizing workshops, educational programs, and launched new campaigns aimed at helping women around the world feel better in their own skin.

Through this campaign, Dove gained a unique position in the market by offering active solutions to the problems faced by its target audience through well-executed content marketing. The result was a radical increase in sales, along with a profound impact on marketing and sales, helping millions of women redefine the themes of beauty and self-acceptance.