CM CONTENT:

Media type: article/blog post

Link: https://www.fastcompany.com/1682823/the-story-behind-doves-mega-viral-real-beauty-sketches-campaign

Company: Dove

​

Focusing on brand awareness and its recognition, Dove has proven itself to provide positive experiences of beauty that is accessible to all women. A brand that aims to help the next generation of women realize their full potential, as summoned in its mission statement.

​

Brand Image: choosing soft colors to appeal to the soft and natural personality of the brand will attract women who want to pamper themselves. The relationship between the brand image and its consumers is enhancing the connection between Dove and women to feel confident in the skin they are in and create a space where they can be gentle and ladylike to meet the expectations of what society expects of women.   

​

Brand Association: Establishing a close connection to women. Dove’s Real Beauty campaigns highlight women's qualities within society. Sending an inclusive message to all women of all ages. Beginning in 2004, the Real Beauty campaign was launched in an effort to include women of all shapes sizes, and races to redefine beauty standards.

Brand awareness: Dove has made an online presence that has a great impact on many people outside of women from their social media presence. With commercials that are loaded with heavy messages and campaigns that include real testimonials. Dove sets a standard that makes its content relatable and easily spreads throughout its target audience.

The evolution of the brand is nothing short of inspiring. Establishing a brand that is able to go against the norms set by the beauty industry as every woman is not meant to be minimized to society’s standards. The brand is inclusive, impactful, and inspiring.