Introduction
In the modern, highly competitive business world, in which almost any product may be substituted by a similar one, companies struggle to create additional advantages in order to outperform their rivals, keep loyal customers, attract new buyers, and ensure a solid basis for further growth and development. As a result, multiple brands aim to reach the general public with the help of the internet and mass media to articulate their core values and communicate with users trying to create the reputation of sustainable and public-oriented companies. This paper addresses Dove, which may be regarded as one of my favorite companies due to its marketing campaigns. I believe that this brand is important for social welfare, and it deserves particular attention and customers’ support as it not only promotes its products but also changes the lives of millions of people all over the world.
Brand Description
Dove is an American brand that belongs to the multinational corporation Unilever and operates in the sphere of personal care. Its history started in 1957 with the creation of a new beauty cleansing bar that revolutionized the industry (Unilever, n.d.). In particular, “with its patented blend of mild cleansers and ¼ moisturizing cream, Dove’s iconic Beauty Bar rinses cleaner than soap, leaving skin clean, soft and smooth” (Unilever, n.d., para. 1).
In the present day, Dove remains one of the most recommended brands by dermatologists worldwide. Since its foundation, the company has substantially expanded its personal care line and included products for women, men, and children, such as body washes and lotions, shampoos, conditioners, deodorants, and facial cleansers. The company manufactures and sells them in multiple countries across the globe.
Competitors and Competitive Advantage
It goes without saying that Dove cannot be regarded as a single company that offers unique products that cannot be substituted. L’Oréal, Johnson & Johnson, and Henkel may be regarded as its main rivals. However, Dove has multiple competitive advantages that make it preferable for millions of people all over the world.
First of all, it has strong brand awareness and a distinct reputation as a highly sustainable brand based on its core values of beauty, self-love, and empowerment (D’Souza, 2023). Its particular attention to people’s emotional state and the provision of assistance for personal growth make Dove one of my favorite brands. Believing that “beauty should be a source of confidence, and not anxiety,” Dove uses modern sources of communication to help customers raise their self-esteem, overcome struggles, and fulfill their potential (“Our vision,” n.d.). According to Clow and Baack (2018), the Internet and social media provide opportunities for consumers to search for and share information about products and brands, communicate with companies, and leave their feedback. As a result, multiple brands currently review their marketing strategies and focus on digital marketing to disseminate their messages and attract new clients.
The Dove Self-Esteem Project
Dove is not an exception, and its ability to use social media platforms and other social media sources for the articulation of its message is excellent. In particular, in 2004, the company founded The Dove Self-Esteem Project, which includes multiple campaigns, such as the Real Beauty and #DetoxYourFeed ones, to improve women’s self-confidence. The rationale for this action was determined by the brand’s global research, according to which “only 4% of women around the world consider themselves beautiful, and anxiety about appearance begins at an early age” (“Our vision,” n.d., para. 1). Moreover, their concerns nourished by the modern standards of unrealistic beauty negatively impact almost all aspects of their lives. In other words, body dissatisfaction and facing discrimination and appearance hate cost individuals’ happiness and comfort.
Therefore, Dove aims to change this situation in multiple ways, confronting deteriorating social norms and standards. First of all, in collaboration with global authorities, it creates educational films, publishes personal stories on its official website, delivers self-esteem education, and creates online workshops for young people and their parents. Moreover, it has entered the industry of gaming through the creation of an art collection of characters with different appearances and physical abilities to increase inclusivity and tolerance in gaming (“How we’re making virtual beauty real,” n.d.). The brand strengthens its customer loyalty through the initiation of public conversation related to the issue of unrealistic beauty standards, appearance-based discrimination and hate, and toxic beauty advice.
Values
Moreover, Dove attracts people by strict adherence to its values. Praising the beauty and uniqueness of every woman, the brand invites not only influencers but ordinary people as models for its campaigns. In addition, confronting the stereotypical norms and imposed standards of beauty, it never edits marketing photos. As a result, consumers feel that their genuine appearances are valued, and their feelings are respected.
Meanwhile, the brand’s attempts to change the general public’s perception of beauty and empower individuals lead to positive outcomes – the company has reached more than 60 million young adults with self-esteem issues, helping them believe in themselves and uncover inner strengths (“Our vision,” n.d.). All in all, Dove’s multiple campaigns address numerous contemporary issues associated with the standards of beauty, including toxic social media, race-based hair discrimination in the workplace, body size discrimination, and appearance hate.
At the same time, while the brand is frequently regarded as feminine, Dove manufactures products for men and considers their issues as well. It launched multiple campaigns within the framework of The Dove Self-Esteem Project that aim to change people’s attitudes toward men’s mental health issues, fatherhood, and paternity leave (“Our campaigns,” n.d.). In other words, the brand focuses on men’s individualities and identities that may be negatively affected by social rules, promotes positive male models as equal partners and caring fathers, and supports their self-confidence as well.
Conclusion
To conclude, Dove may be regarded as a unique brand with excellent marketing strategies that allow it to outperform the majority of its rivals. In the present day, a considerable number of companies launch marketing campaigns with only one goal – to promote and sell products. In contrast, Dove aims to help people worldwide, regardless of their age, race, gender, or socioeconomic status. It considers low self-esteem and associated mental health issues of the majority of people worldwide affected by non-flexible social norms and unrealistic beauty standards.
Therefore, besides the promotion of its products, it organizes educational programs through films, personal stories, and workshops for children, adolescents, young adults, and their parents to promote reasonable attitudes to beauty advice and standards. Moreover, it emphasizes the significance of interpersonal communication and support, explaining to parents how they may address their children’s concerns efficiently to prevent the latter’s mental health problems in the future. Therefore, Dove demonstrates an ultimate respect for their customers and cares about their self-esteem and emotional well-being in general.
References
Clow, K. E., & Baack, D. (2018). Integrated advertising, promotion, and marketing communications (8th ed.). Pearson.
D’Souza, L. J. (2023). Dove marketing strategy – how it stands out among its competitors. LinkedIn.
How we’re making virtual beauty real. (n.d.). Dove.
Our campaigns. (n.d.). Dove.
Our vision. (n.d.). Dove.
Unilever. (n.d.). Dove. Unilever.