Dove is successfully known as a cosmetics brand, primarily focusing on bettering our skin. Through their product expansion over the years, they offer a wide range of products. This includes soaps, shampoos, deodorants, lotions and cleansers (Amaral 2017).
Dove investigated 118 countries discovering most women were not confident in describing themselves as beautiful (Amaral 2017). This pushed Dove into working towards their new goal of changing the way Beauty is perceived by the media (Amaral 2017). Social media platforms like Instagram also change the way beauty is perceived. Most women feel they would need to have plastic surgery to be beauty and fit in with celebrities.
The Real Beauty Campaign promoted beauty to be the power and personality of individuals, and is still an ongoing campaign to this day (Amaral 2017). They also created a Self Esteem Fund to emphasise the importance of feeling beautiful from within (Amaral 2017). As a result of marketing campaigns, many described their perception towards the brand to increase their self-esteem (Amral 2017). The strong message redefining beauty changed the way consumers saw Dove.
The packaging design of Dove products has also contributed to increasing sales and awareness. Dove usually incorporates a white background on products. The colour white symbolises youth, truth, fearfulness and cleanliness (Mohebbi 2014). Blue is another colour most frequently used for the font and logo colour. Blue represents trust, confidence wisdom and creativity (Mohebbi 2014).
The use of a Dove bird as part of the logo supports the idea Dove is portraying. It is a connotation for “femininity, peace, tenderness” that symbolises the natural beauty of women (Dharmayanti, Tika and Sudana 2016, p.95). The Dove bird also demonstrates the feeling women will experience after utilising the products (Dharmayanti, Tika and Sudana 2016). Emotions may include “softness, tenderness, and joy” (Dharmayanti, Tika and Sudana 2016, p.95). It is about encouraging women to make peace with their inner-beauty (Dharmayanti, Tika and Sudana 2016).
These connotations link to the purpose of the Real Beauty Campaign, as they redefine beauty to personality, power and how women feel within (Amaral 2017).
In addition, the sensory system theory allows them to feel positive emotions (Amaral 2017). The range of soft scents promotes a calm feeling. The feel of their skin after using the products may also add the their sensory system.
References
Amaral, A.C., 2017. Dove Real Beauty Campaign: A Local Perspective (Doctoral dissertation), viewed 27 March 2019,
<https://run.unl.pt/bitstream/10362/25593/1/Amaral_2017.pdf>
Beauty Packaging, Image, 2019, viewed 27 March 2019,
Dharmayanti, I.G.A.D., Tika, I.K. and Sudana, I.G.P., 2016, Lexical Ambiguity in English Advertisement Slogans of Unilever Products, viewed 27 March 2019,
<https://simdos.unud.ac.id/uploads/file_penelitian_1_dir/9b706f5c727ace1d468df0da34fba4a1.pdf>
Global Cosmetics News, Image, 2019, viewed 26 March 2019,
<https://globalcosmeticsnews.com/dove-company-profile/>
Mohebbi, B., 2014. The art of packaging: An investigation into the role of color in packaging, marketing, and branding. International Journal of Organizational Leadership, 3(2), viewed 27 March 2019,
<http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.677.2561&rep=rep1&type=pdf>
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