The marketing campaign that has impressed me the most is Dave, that I can name “really beauty campaign. It was launched in 2004 as a worldwide campaign in TV, Internet, newspapers and magazines. This marketing campaign aim was to re-establish Dove’s position in the world market and show the product that can make happy each woman in the world. Women are fed up with the cosmetics that are expensive and only promise better outward appearance. Dove’s campaign showed that beauty is everywhere and each woman is attractive even if she is not perfect. The women presented in the advertising campaign are not perfect. We can not only see the woman who is slim and fit but also the one who is fat. It means that we do not need to look perfect to feel beautiful.
I think that this campaign was a success because of the fact most of women wanted to buy the Dove’s products such as body washes, soap bars, hair care products or deodorants. The women found that the cosmetics are light and can be apply even on the sensitive skin. What is more the most of women realized that they can be beautiful even without cosmetic surgery or Botox.
To sum up, it is very hard to find the natural beauty on the first place in mass media. Thanks to this Dove’s campaign we could enjoy this moment.
I think that this campaign was a success because of the fact most of women wanted to buy the Dove’s products such as body washes, soap bars, hair care products or deodorants. The women found that the cosmetics are light and can be apply even on the sensitive skin. What is more the most of women realized that they can be beautiful even without cosmetic surgery or Botox.
To sum up, it is very hard to find the natural beauty on the first place in mass media. Thanks to this Dove’s campaign we could enjoy this moment.