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Le symposium sur les tests cliniques et précliniques
Monday, April 29, 2013Sector

When Dove tells us that we are worth it... more than that, indeed

© Dove

As you know, CosmeticOBS- L’Observatoire des Cosmétiques never does, to keep its independence when providing information and evaluations, the promotion of a brand, or never relays purely market-oriented messages. It pushes only products and their interest to the consumer … when interest, there is. Here is an exception as opposed to the rule. In fact, the latter Dove advertising campaign goes far beyond and is like a message of public interest for all the women.

Reading time
~ 2 minutes

The video lasts for less than three minutes. It presents women, and a drawer, trained by the FBI and specialized in Identikit. He draws, without looking at them, women after the description they give him of themselves. Then, he portrays them after the description that other people provide him with. Every woman, then, can look at both drawings.

Dove explains that " this unique experience demonstrates women are more beautiful than they think. Women are their worst critics," the brand says. "Throughout the world, only four per cent of the women think of themselves as beautiful; only two per cent in France. This campaign highlights the dramatic gap between the image one has of oneself, and what the others see."

Right … yes, the gap is spectacular. As well as the emotion and the awareness of the women who went through this experience.

True, this is marketing. True, it is a brand, which works to emphasize its image to promote the using of its products. However, it is a clever kind of marketing, a meaningful message, itself being a striking difference with the traditional discourse of the brands to make us use more and more cosmetics to mask, correct, erase …

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