Case study - is beauty more than skin deep

Assignment Help Operation Management
Reference no: EM13100272

They are thin, possess flawless skin, and have beautiful hair. They are the models and celebrities we see in television, print, and billboard ads that tout the latest shampoos, antiaging shampoos, and skin cleansers. The message is clear. Buy our product and you too can look like this. Beginning in 2004, Dove a division of Unilever, started to send out a radically different message when the brand launched its "Campaign for Real Beauty". The first step in Dove's campaign, a tactic to support its skin-firming cream, introduced the nation to billboards that showed unretouched photographs of "normal" women of various sizes in just their underwear. Dove sent the message that women do not need to conform to the standards of beauty the fashion industry determines. Every woman, regardless of her age or body size, is beautiful. The campaign continued to build strongly over the next couple of years, and gained more steam with the viral release of the video "Evolution". The ad featured an average-looking woman who enters a film studio. The video then speeds through a series of hair, makeup, and shocking computer-enhancement techniques. In 60 seconds, she emerges as a gorgeous model on a billboard. Immediately after the final shot of the billboard, the video blacks out to the statement, "No wonder our perception of beauty is distorted." This viral video was followed with "Onslaught", an equally powerful ad, which shows the intensity of personal care, diet, and exercise advertising as viewed through the eyes of a young girl. The ad ends with another powerful message, " Talk to your daughter before the beauty industry does." An important part of the Campaign for Real Beauty is the Dove Self-Esteem Fund. With young girls reporting alarmingly low levels of self-worth, this arm of the campaign works to provide confidence-building tools and workshops for young girls. Dove partners with the Girl Scouts, the Boy and Girls Clubs of America, and girls.inc to educate girls on the importance of self-esteem. Dove reaped a lot of public relations benefits from the campaign, but it is not without it's critics. Some charge that Unilever, which owns Dove, is as guilty as the rest of the industry in promoting false ideals of beauty. Ads for the company's Axe brand often are cited as flagrant examples of messages that objectify women. In addition, the antiaging and firming creams Unilever sells, thrive on women's insecurities about their looks. If she is supposed to be satisfied with her natural beauty, then why does a woman need these products? In addition, there was controversy concerning the airbrush techniques Dove used to photograph these "normal" women. An article in the New Yorker cited a prominent photo editor who claimed that he had done a large amount of retouching and mentioned what a challenge it was to make the women look attractive. Unilever's response was that it did not digitally alter the photos, but retouched them only to correct color and remove dust. Still, this was a damaging accusation against Dove and its ad agency Ogilvy & Mather, especially since the "Evolution" campaign criticizes retouching tricks. Finally, there is the question of whether such an emotionally charged campaign actually boosts sales. It certainly helps to break through the clutter and bring recognition to the brand, but does it resonate with the consumer over the long term? Dove reported a doubling of its sales in the first five years after the campaign launched. Will this unconventional beauty theme continue to strike a chord-while it sales beauty products at the same time?

Discussion Questions to answer in the analysis:
-Describe the level of consumer involvement with personal care products in general. How might the Dove brand be different?
-What terminal values relate to the Campaign of Real Beauty? Do they tie into the consumer's needs for this product?

*No references necessary, one page max, answer questions in detail, while providing an overall analysis of the case-making sure to incorporate consumer marketing concepts throughout.

Reference no: EM13100272

Questions Cloud

Determining probability problems : Sketch a graph and shade the area of interest. SCores on a standardized exam are normally distributed with u = 60 and o = 5.
What are the contransduction frequencies : A three-factor cross in Salmonella typhimurium was performed using bacteriopage P22. The cross between an arg-leu-his- recipient bacterium and bacteriophage P22, which was grown on an arg+leu+his+ strain. 1000 arg+ transductants were selected and ..
Goodness fit for binomial distribution : Could you please show me how you computed the two critical values to (2.18, 17.83) ? Which formula you used ?
National cancer-incidence rates : Twelve cases of leukemia are reported in people living in a particular census tract over a 5-year period. Is this number of cases abnormal if only 6.7 cases would be expected based on national cancer-incidence rates?
Case study - is beauty more than skin deep : They are thin, possess flawless skin, and have beautiful hair. They are the models and celebrities we see in television, print, and billboard ads that tout the latest shampoos, antiaging shampoos, and skin cleansers.
What is the central dogma : What is the central dogma? And what are it's three main molecular components?
Upper limit of normal on separate occasions : Frequently, tests that yield abnormal results are repeated for confirmation. What is the probability that for a normal person a test will be at least 1.5 times as high as the upper limit of normal on two separate occasions?
What is the probability that is also carries b : A double heterozygote has the coupling configuration of A B/ a b of two linked genes that have a frequency of recombination of 0.20. If a randomly chosen gamete carries A, what is the probability that is also carries B?
Confidence interval for the true proportion of voters : Find a 95% confidence interval for the true proportion of voters who approve of the way the government is being run.

Reviews

Write a Review

 

Operation Management Questions & Answers

  What component of the project plan will help you determine

What component of the project plan will help you determine how to manage this request for new requirements? Explain how this component is used to manage project changes.

  Decide the average time in system

decide the average time in system, number of passengers completing check-in and the average length of the check-in queue.

  Explain which with corporate functions-family affairs

When you ask owners to describe a typical customer, they say it is impossible also explain which with corporate functions, family affairs also fund-raisers, they do not have a typical customer. You advise, it is time for market segmentation just b..

  Determine 95 percent limits

After a number of complaints about its directory assistance, a telephone company examined samples of calls to determine the frequency of wrong numbers given to callers. Each sample consisted of 116 calls.

  Categories of training objectives is being emphasized

Harry is a senior manager at Pine and Acorn Consultancy. He has been assigned the task of establishing the training objectives. First, he makes a list of the individuals to be trained.

  State what strategies you would recommend

State also justify illustrate what strategies you would recommend to an analyst in a rigid organization who is faced with a tight schedule for completion of an analytical study.

  One of the consequences of the terrorist attack

One of the consequences of the terrorist attack of 9/11 was the passage by Congress of the Patriot Act. From an HR perspective, what has been the impact of the law?

  What are strategic objectives

What are strategic objectives? What is the purpose of strategic objectives? What makes an effective strategic objective? What are examples of strategic objectives

  Design a program that asks for the price of each item

Design a program that asks for the price of each item and then displays the subtotal of the sale, the amount of the sales tax and the total.

  Audits are commonly associated with the financial

Audits are commonly associated with the financial and accounting records of the business. Using the publicly available financial statements of Mcdonald's

  Identify what needs to be done to successfully implement

identify what needs to be done to successfully implement the chosen idea that he has arrived at. Which of the following stages of the model for creative decision making is Harry currently at

  Why is it important for managers to reduce the resistance

Why is it important for managers to reduce the resistance to change openly displayed or covertly practiced by employees?

Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd