Ivey Publishing
Hips Feel Good - Dove's Campaign for Real Beauty
Product Number:
9B07A010
Publication Date:
05/01/2007
Revised Date:
02/24/2010
Length:
16 pages (8 pages of text)
Product Type:
Case (Field)
Source:
Northeastern University
Dove is one of Unilever's better-known personal care brands. It has significant top-of-mind awareness among women in many countries. In an attempt to increase sales volume by 80 per cent, Unilever re-launched Dove in 2004. The campaign asks the question What is real beauty? and attempts to redefine it in ways that challenge commonly portrayed stereotypes. This case examines the re-launch of Dove, Unilever's well-known international personal care brand, and the marketing issues behind its phenomenal success. It also raises questions about how to maintain the brand's momentum as the next phase unfolds. In 2007, Dove products are still well thought of by consumers and the campaign has attracted imitators, including brands outside the cosmetics and beauty care sector.
Issues:
Disciplines:
International,  Marketing
Setting:
United States; European Union, Large, 2006
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Translations: Japanese (17 pages) , Spanish (17 pages)
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