Dove is a personal care brand owned by Unilever. Its logo is a silhouette
profile of the brand's namesake
bird. Products include beauty bars, antiperspirants/deodorants, body washes, lotions/moisturizers, hair care, and facial care products.
The Marketing Director of the company, Stacie Bright, had a moral
problem in 2006. Here’s what the whole story is.
Earlier, Dove used to involve what the mainstream considered
‘beautiful’ models for the promotion of their products and it was quite obvious
that such ads affected the self-esteem of a large chunk of females. In fact,
Bright’s own daughter was one of those females whose self-esteem was adversely
affected by this.
This was a major
ethical issue. Bright and her colleagues knew that they had messed up big time.
Instead of quitting her job immediately, Stacie created a
mock-advertisement using the company directors’ own daughters, with text
alongside that conveyed the fact that these females didn’t feel beautiful.
Even though it was a really risky idea, Dove went ahead with it
and publicized the ad campaign that conveyed the fact that everyone is
beautiful, and not just the models who were considered to be so, by the
mainstream crowd.
It purports to be
"an agent of change to educate and inspire girls on a wider definition of
beauty and to make them feel more confident about themselves".
Dove doubled profits from £1bn to £2bn and turned the business of selling soap into a moral campaign.The
cynical can take from this what they will, but the campaign genuinely came for
a place that wished for change; using stories to make a culturally positive
difference.
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