Comments on: Dove - Real Women, Real Skin http://www.thirdwayblog.com/dove/dove-real-women-real.html Straight Talk on Advertising from the Client Side Thu, 28 Aug 2008 19:01:23 +0000 http://wordpress.org/?v=2.0.4 by: Deborah http://www.thirdwayblog.com/dove/dove-real-women-real.html#comment-29032 Wed, 07 Mar 2007 01:39:50 +0000 http://www.thirdwayblog.com/dove/dove-real-women-real.html#comment-29032 I agree with both comments above. I have heard that Dove's new advertising line is not bringing in new customers - I am not sure why this is, thus I think the strategic line of thinking may have more truth in it than I want to admit. On the other hand, I remember the first time I saw a Dove "real women" ad. It was on a bus stop, an almost life size poster of a woman who I thought looked like me. I swear, I stopped in that moment and just thought "wow! someone posted an ad with the picture of a woman who I can relate to and they made that woman look good!! I can feel good about how I look, too!!" It was a very strange reaction for an advertising. It was such an amazing moment - I don't think I can say that about any other advertising campaign. Recently, their new campaign for Pro-Age products completely blows my mind. If Dove published a book or calendar with their ads, I'd buy it (specially if the book donated to a non-profit organization). Currently I have a real women ad from Brazil on my wall. For me the message is simple (as it is for Erica), love our bodies for how they are and nourish them. Last but not least, Dove has in me a loyal customer. First, even though some of their products are more expensive, I prefer to support Dove. Second, I admit that I don't like some of their products, but when something looks good, I don't hesitate to buy it and try it out. If I like it, I come back for more. I'm hooked and I really want more and more of this kind of advertising (from other companies too). I agree with both comments above. I have heard that Dove’s new advertising line is not bringing in new customers - I am not sure why this is, thus I think the strategic line of thinking may have more truth in it than I want to admit. On the other hand, I remember the first time I saw a Dove “real women” ad. It was on a bus stop, an almost life size poster of a woman who I thought looked like me. I swear, I stopped in that moment and just thought “wow! someone posted an ad with the picture of a woman who I can relate to and they made that woman look good!! I can feel good about how I look, too!!” It was a very strange reaction for an advertising. It was such an amazing moment - I don’t think I can say that about any other advertising campaign.

Recently, their new campaign for Pro-Age products completely blows my mind. If Dove published a book or calendar with their ads, I’d buy it (specially if the book donated to a non-profit organization). Currently I have a real women ad from Brazil on my wall.

For me the message is simple (as it is for Erica), love our bodies for how they are and nourish them. Last but not least, Dove has in me a loyal customer. First, even though some of their products are more expensive, I prefer to support Dove. Second, I admit that I don’t like some of their products, but when something looks good, I don’t hesitate to buy it and try it out. If I like it, I come back for more. I’m hooked and I really want more and more of this kind of advertising (from other companies too).

]]> by: ThirdWay Advertising Blog » Blog Archive » Wall Street Journal Announces Top Ads of 2005 http://www.thirdwayblog.com/dove/dove-real-women-real.html#comment-66 Sat, 25 Mar 2006 03:57:41 +0000 http://www.thirdwayblog.com/dove/dove-real-women-real.html#comment-66 [...] ThirdWay Advertising Blog Rating - ** (Click Here for our review) [...] […] ThirdWay Advertising Blog Rating - ** (Click Here for our review) […]

]]> by: David Vinjamuri http://www.thirdwayblog.com/dove/dove-real-women-real.html#comment-16 Thu, 14 Jul 2005 01:46:53 +0000 http://www.thirdwayblog.com/dove/dove-real-women-real.html#comment-16 Erika,<BR/><BR/>Your comments are well taken. I very much hope that you are correct about the Dove brand and the Campaign for Real Beauty. It would be great if an important cause and a classic brand could support each other. Erika,

Your comments are well taken. I very much hope that you are correct about the Dove brand and the Campaign for Real Beauty. It would be great if an important cause and a classic brand could support each other.

]]> by: Erika http://www.thirdwayblog.com/dove/dove-real-women-real.html#comment-15 Wed, 13 Jul 2005 22:17:31 +0000 http://www.thirdwayblog.com/dove/dove-real-women-real.html#comment-15 While I can appreciate your strategic rationale, I must say that I could not disagree with you more. While "gentle enough for your entire body" was a strong point of difference for Dove <I>products</I>, I believe the campaign for real beauty is much stronger point of the difference for the entire <I>brand</I>. It creates a connection with women buyers that is making women everywhere, me included, feel good. And women who feel good spend money. <BR/><BR/>Charles Caleb Cotton once wrote the following:<BR/>“ [To] inspire a woman with love of you, fill her above the brim with love of herself; all that runs over will be yours.”<BR/><BR/>Dove is doing just that. <BR/><BR/>In your post you state that Dove is still communicating a message of “improvement.” Once again I disagree. The message I hear loud and clear is this “Your imperfection makes you perfect. You need not strive for any false measurement of beauty or perfection. Love your body and your skin for exactly what it is – exactly who you are. And treat that body/skin well (of course, with Dove products…)<BR/><BR/>I’m a big fan of your blog and tune in regularly. I’m grateful for your well-stated arguments and positions, which are worthy of my time even when I may disagree. While I can appreciate your strategic rationale, I must say that I could not disagree with you more. While “gentle enough for your entire body” was a strong point of difference for Dove products, I believe the campaign for real beauty is much stronger point of the difference for the entire brand. It creates a connection with women buyers that is making women everywhere, me included, feel good. And women who feel good spend money.

Charles Caleb Cotton once wrote the following:
“ [To] inspire a woman with love of you, fill her above the brim with love of herself; all that runs over will be yours.”

Dove is doing just that.

In your post you state that Dove is still communicating a message of “improvement.” Once again I disagree. The message I hear loud and clear is this “Your imperfection makes you perfect. You need not strive for any false measurement of beauty or perfection. Love your body and your skin for exactly what it is – exactly who you are. And treat that body/skin well (of course, with Dove products…)

I’m a big fan of your blog and tune in regularly. I’m grateful for your well-stated arguments and positions, which are worthy of my time even when I may disagree.

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