The Real Beauty Message

In: Business and Management

Submitted By 1216
Words 1109
Pages 5
Introduction
Marketing a successful advertising campaign can be a difficult but even more so, risky task. The fact that marketing a product can have a negative or positive impact on consumers is crucial to the overall success of the product. This report will discuss two campaigns: Dove’s Campaign for Real Beauty that target women’s outer beauty, instilling self-confidence, versus AXE’s AXE Effect campaign that target young adult males while exploiting young adult women’s perception of beauty unrealistically. Dove and AXE products are owned by the same company Unilever. The report will analyze their complete opposite approach to their target market, and criticisms received from the media and consumers. The report will also offer recommendations to marketers that may lead to having a successful advertising campaign.
FINDINGS
Findings were made in the following areas: target market and criticisms.
Target Market
Dove products target women of all ethnicities, age, shape and size in hopes to define the true definition of beauty. Since 2004, Dove has used Campaign for Real Beauty ads along with the vision to “Imagine a World Where Beauty is a Source of Confidence not anxiety” (2014). Dove’s ad campaigns feature real women whose appearances are not the typical norm of how society defines beauty. These real women shown in their underwear are essentially making a statement of how society should perceive real beauty.
Figure 1. Dove Real Beauty Campaign (Canada, 2013) AXE products target white males, 18-24, giving the notion that using their products will keep men at their best and get them the girl or girls. That is, the type of girls which are thin, voluptuous women who appear to chase down the yummy smelling male. According to ABC News, Nightline “AXE's marketing director, Mike Dwyer, called this the ‘AXE lifestyle’ and said the body spray is the perfect…...

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