The hilarious ‘Dove Campaign for Real Beauty’ featuring women of all ages and nationalities, which was aimed at helping female consumers feel confident with their looks and realise their personal beauty potential, is now replaced by new campaign dubbed ‘Dove Body Language’ for the Dove Hand & Body range, which was relaunched globally. The campaign was kicked off by Unilever on June 6 and is rolling out primarily at the brand’s Facebook page, where one can write a shareable message (up to three lines) with the help of six women who form letters with their bodies.
«This is an exciting new campaign for Dove. Women are spending more and more time on social media, which is why we decided to focus on Facebook creating engaging and playful applications they could share with their friends. It will enable us to bring Dove even closer to our consumers and give them an opportunity to have a live relationship with our brand,» commented Michelle St Jacques, global brand director of Dove, Unilever.
The campaign, developed by Ogilvy London for the key European markets, also includes an iPhone app, prints, 30-second TV commercial with the ‘For skin so good, your body language shows it’ strapline, banners, games, which promote the Dove’s range, with yet more Facebook applications to be launched. Facebook users are also invited to visit ‘Dove School of Body Language’, where body language expert Tonya Reiman will be sharing some very useful tips to help everyone become ‘a master communicator.’
Recently, Dove also released a controversial advert for Dove VisibleCare Creme Body Wash, and was accused for implying racism in the ad featuring black woman, possibly a Latina and a blonde, since it happened to ‘illustrate’ that using the product can help whiten consumer’s skin (the brand said that “all three women are intended to demonstrate the ‘after’ product benefit” and it didn’t “condone any activity or imagery that intentionally insults any audience”). As part of the previous campaign, the brand launched the awesome ‘Evolution’ spot, which received numerous honours including two Cannes Lions Grand Prix awards—and it’s yet to be seen if the new promotion will generate as much positive buzz as the previous one did.
“The Dove Campaign for Real Beauty started a global conversation about the need for a wider definition of beauty more than six years ago. The Campaign for Real Beauty slogan has not been used consistently across the brand. We aim to create a world where beauty is a source of confidence, not anxiety. We are excited to give all women the opportunity to join us as we work to make our vision a reality. As discussed, we remain committed to real beauty, which will continue to be evident in all of the work we are doing,” stated Unilever global communications marketing manager Stacie Bright back in March, when the new campaign was announced.