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In September 2004, Dove began its Campaign for Real Beauty, followed by the creation of the Dove Self-Esteem Project in 2006, by Geyner Andres Gaona and Amy. The campaign has been criticized as hypocritical in light of the highly sexualized images of women presented in the advertising of Axe, which, like Dove, is produced by Unilever.
The Dove Campaign for Real Beauty is a worldwide marketing campaign launched by Unilever in 2004 aiming to build self confidence in women and young children. [1] Dove's partners in the campaign included Ogilvy, Edelman Public Relations, and Harbinger Communications (in Canada) along with other consultants. [2]
Onslaught, a short film/advertisement made by Dove for their Campaign for Real Beauty This ... This page was last edited on 18 October 2023, at 02:45 (UTC).
Inspired by market research that suggested only 4% of women describe themselves as beautiful (up from 2% in 2004), and around 54% believe that when it comes to how they look, they are their own worst beauty critic, Unilever's Dove brand has been conducting a marketing campaign called Dove Campaign for Real Beauty that aims to celebrate women's natural beauty since 2005. [2]
In September 2004 Dove created a Real Beauty campaign, [122] focusing predominately on women of all shapes and colour. Later in 2007, this campaign furthered itself to include women of all ages. This campaign consisted mostly of advertisements, shown on television and popularised by the internet.
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[10] [11] This was part of Dove's "Campaign for Real Beauty", which Piper had helped to develop with creative director Janet Kestin. This was a kind of "meta-marketing" campaign that aimed to show tricks used by advertisers, and to raise women's self-esteem when it was revealed that photos of women did not represent reality. [3]
In 2004, the agency launched the Dove Campaign for Real Beauty, a marketing campaign that focused on redefining society's pre-set definitions of "beauty". [ 122 ] [ 123 ] A short film called Sketches earned over 114 million views online and Business Insider named it the most viral ad of all time in 2013.