VIETNAM GENERAL CONFEDERATION OF LABORTON DUC THANG UNIVERSITYFACULTY OF BUSINESS ADMINISTRATIONSUBJECT: ASIAN MARKETING MANAGEMENTASSIGNMENT 1: DOVECAMPAIGN 1: DOVE REAL BEAUTY SKETCHES
THE ANALYSIS OF DOVE REAL BEAUTY SKETCHES – YOU ARE
Communication objective
- Boosting self-esteem: The aim is to create a positive and encouraging message that enhances the self-esteem of women The campaign seeks to convey that everyone deserves love and is beautiful in their own unique way Convince other 96% that they are also beautiful, and promote natural beauty
- Challenging beauty standards: Throughout the campaign, Dove may intend to challenge existing beauty norms and explore the meaning of beauty from within. The goal is to promote diversity and individual acceptance, rather than conforming to standardized images.
Dove's mission is to inspire and spark discussions about beauty perceptions By encouraging open conversations, the brand aims to foster positive dialogues on self-confidence and self-acceptance, ultimately aiming to shift societal norms around beauty.
- Raising awareness about the impact of advertising imagery: The campaign may seek to loosen the pressure and reveal the negative effects of beauty standards perpetuated in advertising The goal is to encourage individuals to critically think and object to unhealthy messages and unnecessary beauty-related pressures.
Dove aims to nurture enduring customer relationships and foster brand loyalty by establishing a supportive community rooted in trust and mutual respect Through campaigns centered around self-assurance and self-acceptance, Dove aspires to inspire and forge deep connections with its customers.
- Increase global brand positioning and value: Continuing the Dove beauty campaign, bringing back the awareness and consideration to customers.
Target audience
- Age: Dove's Real Beauty Sketches campaign is aimed at middle-aged women (ages
35 to 55) who are moderately to highly self-conscious about their looks
- Geography: The Dove Real Beauty Sketches Campaign operates in a number of western industrialized nations, including the United States, the United Kingdom, and Europe Besides, it also affected emerging markets such as China, Brazil and India with a variety of ethnicities The campaign primarily targets women in urban areas.
- Consumer’s status: This public consists of middle-aged women that are consistently using beauty products However, these individuals have not seen the video or heard about it either This means this public is most likely not extremely social As we can see in the video campaign, the woman told that the crew only instructed her to make friends with another female named Chloe, the crew claimed; the woman was unaware of the sketch project.
- Social class: The campaign targets customers in class A1, A2 and A3 (middle class) with salaries ranging from $700 to $3,000 per month Based on the characters in the campaign, there is a girl who uses a bicycle as a vehicle and mostly women dressed in casual clothes These targeted ladies are well-off and have a reliable source of income They can afford to spend money on cosmetics that are not actually necessities, but they do not have enough disposable income to purchase expensive luxury brand cosmetics.
Insight
From surveys conducted by Dove, it was found that only a very small number of women believe they are beautiful, while the majority of women are quite self- conscious about their appearance Women tend to scrutinize and evaluate their physical appearance most harshly, leading to a lack of recognition of their true beauty Because of this, when discussing their own appearance, they tend to make more negative remarks about themselves than others/ outsiders, and this mindset creates pressure that undermines their self-confidence in their external beauty Understanding these thoughts, Dove launched the campaign "You are more beautiful than you think" to convey the message that true beauty is not just in the eyes of the beholder but resides in a woman's heart and aura, along with the self-respect they have for themselves Women can only become more beautiful when they believe in their own beauty.
Communication Message
The message that Dove wants to convey to all women through this campaign is
"You are more beautiful than you think" With the mission of "embracing women's natural beauty", the campaign's media product video records a social experiment to show how strict women are when evaluating their appearance The campaign proves that every woman has her own beauty and is worthy of praise, it's just that sometimes, we don't see the excellence and specialness in ourselves.
With this message, Dove always respects and encourages each woman, turning characteristics that they may not be satisfied with into their own unique and perfect beauty Not only that, Dove also motivates women to learn and discover more about themselves It is about discovering personal qualities, interests, and dreams, creating a positive mindset and positive view of oneself Dove wants women to believe that they are special, worthy of love and positive evaluation from the social community. Furthermore, Dove hopes that every woman will open her soul and discover that true beauty is herself, and every woman is beautiful in her own special and unique way. The campaign created a great resonance with the community, specifically with 73.4 million views after only 2 weeks of the media video being released on YouTube, becoming one of the most shared advertising campaigns at that time, along with many other outstanding achievements This proves that the message Dove wants to convey has connected with women who are concerned about this issue.
DEVELOPING COMMUNICATION MESSAGES FOR DOVE
Target respondent
- Age and Geography: This group includes females aged 16-30 Geographically concentrated in Ho Chi Minh City.
- Income and Occupation: These individuals have a middle-income level, classified as Class C or above, including students and working professionals.
- Interests: This group regularly expresses interest in health and body care issues, including nutrition, exercise, beauty, or healthy lifestyles They tend to dedicate time to research products related to health and body care, such as beauty products,functional foods, or medical services.
Survey results
Interviewee 1: Nguyen Vo Hoai Duyen (20 years old)
1 How do you perceive beauty?
Beauty is relative, depending on each person's perspective and personal experiences It's a complex and diverse concept that spans various fields such as aesthetics, personality, landscapes, art, culture, and many other aspects of life I believe one is beautiful when they are truly confident because when you're around confident people, they exude a captivating energy, regardless of any external flaws they may have.
2 When do you feel you need to be beautiful?
You can choose to look beautiful at any time you want Whether you're traveling, attending a party, at home, or at work, you can select outfits that suit each occasion and your preferences.
3 What do you think makes a person perceive that they are not beautiful? Some factors that can make someone feel not beautiful include comparing themselves to others, negativity from the past, changes in appearance or health, the beauty standards portrayed by media and advertising, or insecurities about themselves.
4 Are you feeling satisfied with your current appearance? If not, what do you most want to change?
I have both aspects of satisfaction and dissatisfaction with my current appearance. The aspect I'd most like to change is my smile because I don't feel truly confident about it Part of it is because my teeth are not evenly aligned, and when I smile, my teeth are quite prominent, which I really don't like.
5 If you could choose someone as a beauty model to pursue, who would you choose and why?
If I could choose a beauty role model to emulate, I would choose Miss Nguyen Thuc Thuy Tien because she has a graceful beauty, a radiant smile, and an ideal height.
I admire her not only for her external qualities but also for her confidence and courage. Once again, I believe confident individuals are very attractive and have a strong presence.
6 Will you prioritize accepting your inherent beauty with a few physical flaws or choosing cosmetic surgery methods to follow the beauty of the majority?
I would prioritize choosing cosmetic procedures to improve my appearance This way, I can confidently socialize with friends, and at school, I can remove the uncomfortable face mask.
Interviewee 2: Phan Thi Diem My (19 years old)
1 How do you perceive beauty?
Beauty encompasses both external and inner beauty, including personality, having a standard body, and I personally believe that having a high nose is important for beauty.
2 When do you feel you need to be beautiful?
I feel the need to look beautiful all the time, not to gain attention from others but to respect and love myself more When I feel that way, it's enough, it's considered beautiful Why should I doubt myself, fear others saying I'm not beautiful, or listen to criticism from outside when I feel confident? Everyone has different standards, so I should embrace my own.
3 What do you think makes a person perceive that they are not beautiful?
I think people feel they're not beautiful when they lack confidence in something or when others constantly tell them they're ugly, leading to insecurities and self-doubt.
4 Are you feeling satisfied with your current appearance? If not, what do you most want to change?
Honestly, I have many insecurities My skin isn't great, my lips are too thin, but the aspect I'm most self-conscious about is my breast size I often get teased for being a
"two-back girl." So if I have the opportunity, I'd consider enhancing my breast size to be more confident in wearing the clothes I desire.
5 If you could choose someone as a beauty model to pursue, who would you choose and why?
If I could choose a beauty role model to emulate, I would choose singer and model
Ho Ngoc Ha because she exudes elegance and sophistication Her calm personality is also very attractive These qualities make her a great role model for me.
6 Will you prioritize accepting your inherent beauty with a few physical flaws or choosing cosmetic surgery methods to follow the beauty of the majority? Currently, I would prioritize cosmetic procedures I want to feel more confident when I go out and wear the clothes I like Things have changed for me now.
Interviewee 3: Phan Yen Nhi (21 years old)
1 How do you perceive beauty?
Beauty encompasses aesthetics that evoke a sense of pleasure and perfection Beyond physical attributes, it manifests within our inner qualities A harmonious balance of features, flawless skin, healthy hair, and a self-assured demeanor contribute to a person's external beauty However, beauty's perception is subjective, varying based on individual perspectives and interpretations.
2 When do you feel you need to be beautiful?
I think we should always strive to look beautiful because the concept of beauty can vary at different times Taking care of our appearance consistently helps us maintain
11 self-confidence in front of others Beautifying ourselves daily is a way to express self- love and respect for the people we encounter.
3 What do you think makes a person perceive that they are not beautiful?
Low self-esteem and negative body image can stem from dissatisfaction with personal characteristics, such as skin imperfections or body proportions External factors like comparisons and hurtful remarks can exacerbate these feelings of inadequacy These experiences contribute to a cycle of self-doubt and negative self-talk, further reinforcing feelings of unattractiveness.
4 Are you feeling satisfied with your current appearance? If not, what do you most want to change?
Currently, I'm somewhat self-conscious about my height I find it unfair that some jobs, like being a flight attendant, have height requirements that I don't meet I really like that job, but my height prevents me from pursuing it Additionally, I'm not fond of my nose as it's slightly larger, which makes me lose confidence when I smile.
5 If you could choose someone as a beauty model to pursue, who would you choose and why?
I would choose Miss Universe Vietnam – Tieu Vy She has a face that matches the golden ratio for beauty standards Moreover, her facial features are harmonious and natural Not only her face but also her physique is ideal, and she exudes confidence and friendliness toward everyone around her All these qualities make her an ideal role model for me.
6 Will you prioritize accepting your inherent beauty with a few physical flaws or choosing cosmetic surgery methods to follow the beauty of the majority? Certainly, everyone wants to improve themselves and be as perfect as possible. Furthermore, today's advancements in the beauty industry provide reassurance in various cosmetic procedures Therefore, I would prioritize using skincare products and cosmetics to enhance my appearance, as it helps me, and women in general, feel more confident However, I would still choose to undergo a minor nose job to make it smaller, as I believe it would greatly enhance my overall appearance.
4 Are you feeling satisfied with your current appearance? If not, what do you most want to change?
I wouldn't say that I'm entirely dissatisfied, but I feel that there is room for improvement If I could, I would like to get double eyelid surgery to have more radiant eyes since people often say that the eyes are the window to the soul Although I value my current self, I still hope for the opportunity to become even more beautiful.
5 If you could choose someone as a beauty model to pursue, who would you choose and why?
I find it challenging to select a specific individual as a beauty role model because no one is flawless in all aspects If I were to choose one person, it might lead to obsession and self-doubt However, when considering an ideal to pursue, I prefer a model with a slightly gentle and sophisticated appearance.
6 Will you prioritize accepting your inherent beauty with a few physical flaws or choosing cosmetic surgery methods to follow the beauty of the majority?
Appearance can be an asset in some life situations, despite the common belief that skills and knowledge are more valuable Cosmetic surgery can enhance self-confidence, reducing concerns about external perceptions and allowing individuals to focus on their inner qualities By embracing the potential benefits of enhanced aesthetics, one can increase their self-esteem and navigate social interactions with greater confidence.
Interviewee 14: Tran Pham Thuy Linh (24 years old)
1 How do you perceive beauty?
Everyone has their own unique beauty, and most importantly, it's about loving and accepting oneself We should focus on inner qualities, transcend external judgments, and cherish our natural beauty.
2 When do you feel you need to be beautiful?
I always strive to look neat and tidy when I step out, and on important occasions like birthdays or meeting friends, I put in a bit more effort in my appearance.
3 What do you think makes a person perceive that they are not beautiful?
Negative comments and evaluations from others can make someone feel self- conscious and less confident about their appearance Feeling dissatisfied with oneself:
It can be due to dissatisfaction with one's physical features or imperfections, leading to a sense of not being beautiful.
4 Are you feeling satisfied with your current appearance? If not, what do you most want to change?
I don't feel very confident about my body I have a pear-shaped figure, with small shoulders and a larger lower body, combined with being slightly overweight (I'm 1.6 meters tall but weigh 65 kilograms), which makes me quite self-conscious about my clothing choices I wish I could have a more attractive and balanced body.
5 If you could choose someone as a beauty model to pursue, who would you choose and why?
What customers think
After conducting a survey of 21 respondents, who were a group of women aged between 16 and 30 years old, the following results were obtained:
- Up to 67% of the respondents answered that they are not truly satisfied with their physical appearance Imperfections on their bodies and faces cause them to feel self-conscious and have some impact on their lives as well as their job opportunities Specifically, the majority of them feel self-conscious about facial features such as their nose shape, teeth, freckles, eyes, chin, as well as their height-weight ratio and skin complexion.
- The remaining 33% of the respondents are quite content with their current appearance However, when asked, “What aspect of your body would you most like to change?” Most of them expressed a desire to improve or undergo surgery to correct their imperfections A small percentage feel content and accept their inherent beauty.
- Furthermore, 71.5% of the surveyed individuals indicated they would choose cosmetic surgery to enhance their imperfections They believe that having a flawless appearance without imperfections would boost their self-confidence and lead to more advantages and favoritism in their careers.
- A minority of the female respondents choose to embrace their inherent beauty because it is personal, unique to each individual, and carries genetic traits inherited from their parents.
Brainstorm
Female interviewees feel unattractive when they compare themselves to beauty standards (comparing themselves to others who possess comprehensive beauty) and when others make negative comments, judgments, or criticisms about their appearance, which makes them feel insecure.
Success and happiness come from loving yourself and respecting your uniqueness. Keep your faith and find the beauty in yourself, regardless of outside opinions or standards You are unique and that is true strength.
Participants expressed vulnerability influenced by external opinions, leading to self-doubt To counter this, an exercise was designed: participants isolated themselves while significant others, unaware of their presence nearby, candidly shared thoughts and feelings This novel method enables participants to confront their concerns and build self-confidence.
Key message: “Don't let others define your beauty.”
This activity emphasizes the importance of disregarding external beauty standards and valuing the opinions of loved ones By receiving candid feedback from those who truly know them, individuals can gain a profound understanding of their inherent beauty, both physical and emotional This practice fosters self-assurance and encourages accepting one's own unique attributes It underscores the notion that genuine beauty stems from within and is not defined by societal norms, but rather by the authentic perspectives of those who care deeply about them.
Tag line: “Don't let others define your beauty.”