subject asian marketing management campaign 1 dove real beauty sketches you are more beautiful than you think

VIETNAM GENERAL CONFEDERATION OF LABOR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION ĐẠI HỌC TÔN ĐỨC THẮNG TƠN DÚC THANG UNIVERSITY SUBJECT: ASIAN MARKETING MANAGEMENT

VIETNAM GENERAL CONFEDERATION OF LABOR

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION

ĐẠI HỌC TÔN ĐỨC THẮNG TƠN DÚC THANG UNIVERSITY

SUBJECT: ASIAN MARKETING MANAGEMENT

ASSIGNMENT 1: DOVE

CAMPAIGN 1: DOVE REAL BEAUTY SKETCHES - YOU ARE

MORE BEAUTIFUL THAN YOU THINK

Lecturer: MBA Nguyen Thi Quynh Anh Group: Gia Dinh Phep Thuat

LECTURER’S COMMENTS

MEMBERSHIP ASSESSMENT TABLE

1.4 Part 2 Developing communication messages for Dove: 2.1, 2.2, 2.4

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report

PART 1: THE ANALYSIS OF DOVE REAL BEAUTY SKETCHES — YOU ARE MORE BEAUTIFUL THAN YOU THINK

1.1 Communication objective

- Boosting self-esteem: The aim 1s 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

- Inspiring and stimulating discussion: Dove may aim to bring about a shift in how people perceive beauty and encourage conversations around this topic The objective is to stimulate positive and meaningful discussions about self-confidence and self-acceptance

- 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

- Building customer relationships and brand love: Dove may want to establish long-term relationships with customers by creating a supportive community of individuals who trust and respect the brand The objective is to inspire and connect with customers through campaigns focused on self-confidence and self-acceptance

- Increase global brand positioning and value: Continuing the Dove beauty campaign, bringing back the awareness and consideration to customers

1.2 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 erther 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 Al, 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

1.3 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

1.4Communication 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

PART 2: DEVELOPING COMMUNICATION MESSAGES FOR DOVE

2.1 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

2.2 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 i 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

e 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 thmk people feel they re not beautiful when they lack confidence 1n 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?

In my opinion, beauty is a realm of aesthetics that signifies something, an event, or

a person as pleasing and perfect in the eyes of others Beauty doesn't just lie in external appearance but also within our souls Besides, a beautiful person is someone with harmonious, natural features, clear and smooth skin, healthy hair, and a confident demeanor about their appearance Each person has their own perspective on beauty, depending on their point of view

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

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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?

In my opinion, someone feels they are not beautiful when they are dissatisfied with something, like having less-than-perfect skin or an imbalanced figure Additionally, people may feel unattractive when they are compared to others or receive negative comments about their physical flaws These experiences can lead to a lack of self- confidence and negative thoughts

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 1s 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

e Interviewee 4: Duong Thi Ngoc Trang (21 years old)

1 How do you perceive beauty?

In my opinion, beauty should strike a balance between individuality and tradition Therefore, a beautiful woman today should encompass both physical beauty and intellectual charm Additionally, I believe that a beautiful woman should always know how to glow up herself, be confident in her distinctive and unique qualities

2 When do you feel you need to be beautiful?

I think I need to feel beautiful all the time In addition to being beautiful in other people's eyes, you also need to see yourself as beautiful in your own eyes first so that people can see you as beautiful

3 What do you think makes a person perceive that they are not beautiful? What people feel 1s not beautiful can be due to comparison with others, or low self- esteem about appearance or personal shortcomings

4 Are you feeling satisfied with your current appearance? If not, what do you most want to change?

Honestly, I'm not entirely satisfied with my current appearance I have a few imperfections, both in my overall appearance and facial features, which make me feel self-conscious One aspect I'd like to change in the near future is my teeth I've wanted

to get braces for a long time but haven't had the opportunity My teeth are not as even

as I'd like them to be, and this affects my self-confidence, especially when I smile

5 If you could choose someone as a beauty model to pursue, who would you choose and why?

I would choose Vlogger Ha Thi as a beauty role model for myself because she always exudes positive energy, excels in her studies, and possesses a natural and cheerful beauty

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 think both perspectives you mentioned are valid Personally, I would choose to undergo cosmetic procedures to enhance my appearance because I am pursuing a career in the hospitality industry, which places a significant emphasis on physical

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appearance I don't have any biases or judgments here, but I believe that an attractive appearance can make my work more favorable, and I can share with you that I've already had a nose job My previous nose was quite flat, and the tip was too large, but after the procedure, I feel that my nose is more harmonious with my face, and I'm much more confident now

¢ Interviewee 5: Le Nguyen Minh Phuong (20 years old)

1 How do you perceive beauty?

The perception of beauty doesn't have a right or wrong answer; it depends on each person's awareness and thoughts In my opinion, beauty is not just about physical appearance; it must stem from confidence, self-acceptance, and self-respect When you feel beautiful within yourself, external factors become less important

2 When do you feel you need to be beautiful?

I believe I should strive to feel beautiful at all times, not just in specific situations It's an ongoing process, and I need to maintain my sense of beauty in all aspects of life For instance, even when I'm at home, dressing neatly and having clean hair is a way of feeling beautiful

3 What do you think makes a person perceive that they are not beautiful?

In my opinion, people often feel they're not beautiful when they compare themselves to others and feel insecure about their appearance It can happen when they don't conform to society's standards of beauty

4 Are you feeling satisfied with your current appearance? If not, what do you most want to change?

I feel quite self-conscious about my weight and height I'm only 1.56 meters tall and weigh 60 kilograms This makes my body look unbalanced, and my clothes don't fit properly It makes me feel sad and stressed I've tried to control my diet to lose weight but failed Therefore, I want to change my weight the most to look more attractive and wear my favorite outfits with confidence

5 If you could choose someone as a beauty model to pursue, who would you choose and why?

I would choose Miss Nguyen Thuc Thuy Tien because she possesses beauty in many aspects She's not only beautiful on the outside but also radiates intellectual beauty and beauty from the soul, inspirmg and motivating many people Her confidence, courage, and intelligence are qualities I greatly admire

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?

In my opinion, I would give priority to cosmetic surgery It's not about conforming

to the beauty standards of the majority but rather a way to enhance the appearance and beauty of many women It helps boost confidence and achieve a higher level of perfection

¢ Interviewee 6: Phan Thi Phuong Thuy (19 years old)

1 How do you perceive beauty?

Beauty depends on each person's different perspective or aesthetic taste Because everyone has different eyes, there will be different standards of beauty In my opinion, people with harmonious five senses and a fit body shape are the most beautiful

2 When do you feel you need to be beautiful?

When you have to go out or go to places that require minimal politeness, you need

to look beautiful to have the necessary confidence Not only outside, you have to make yourself beautiful in your eyes at all times to promote personal development and confidence

3 What do you think makes a person perceive that they are not beautiful?

Feeling unbeautiful is when we don't have confidence in ourselves, and each person will have their own beauty standards, including me I will try to change myself to become more and more perfect so I can be more confident when I go out

4 Are you feeling satisfied with your current appearance? If not, what do you most want to change?

My current appearance is not very perfect in a few points on my face and body, which makes me feel a bit shy when taking photos with people who have good-looking faces If I could change, I would like to change the bridge of my nose a little higher to

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blend with my face better I like a medium nose like singer Irene's (Korea), it looks neat and gentle

5 If you could choose someone as a beauty model to pursue, who would you choose and why?

I myself have a beauty model to pursue: Emma Watson Emma Watson has a clear, bright beauty and is highly educated

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 think that accepting myself as I am now is a very good thing, but for some of my current shortcomings like my body is still not toned, my nose is still a bit low so maybe

I will get a nose job if possible in the future so I can be more confident

¢ Interviewee 7: Le Nguyen Thao Nhi (20 years old)

1 How do you perceive beauty?

In the past, my ideal image of beauty used to be the Eastern Asian standards (fair skin, slim figure, etc.) However, currently, I believe that beauty in a person is reflected through having a healthy body, a radiant face, and the confidence to live a healthy lifestyle

2 When do you feel you need to be beautiful?

For me, ultimately, when someone takes care of themselves, it's not just about self- respect but also about wanting to stand out or at least look presentable in the eyes of someone important in their life So, [ think I would need to groom myself a bit if I were

to meet someone significant in my life

3 What do you think makes a person perceive that they are not beautiful? Stress and self-doubt I've experienced feeling quite disgusted with myself in the past, but after that "crisis," I learned to love myself more Looking back, it was probably because of stress When people face unfortunate events that significantly 1mpact their plans, they tend to overthink, and I see this happening in the context of

"fearing what others think about them."

4 Are you feeling satisfied with your current appearance? If not, what do you most want to change?

I'm not confident in my appearance What I dislike most about my face is probably

my nose Anyways, recently, I've been leaning towards wanting to have cosmetic surgery to raise my nose a bit higher

5 If you could choose someone as a beauty model to pursue, who would you choose and why?

Taylor Swift I admit I'm a fan of the "Snake Queen" but even if I weren't a fan, I would still admire her objectively for her appearance and lifestyle She's not afraid of self-transformation, from her fashion style to songwriting, and even her physical 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?

I've been through a period of neglecting myself, and it was really scary It wasn't just about skin and physical health but also mental health in the long run So, I hope that both I and everyone should cherish what we have now and learn to love ourselves

as much as possible Anyways, I still support cosmetic surgery because of the values it brings and the stories behind each individual What matters most is that you are content with the present and satisfied with your choices

¢ Interviewee 8: Nguyen Vu Thuy Tien (21 years old)

1 How do you perceive beauty?

For me, beauty is when someone has a harmonious and pleasant appearance, without the need to be overly glamorous However, true beauty can also be revealed when you have direct contact with someone, and their personality reflects their genuine beauty

2 When do you feel you need to be beautiful?

In my opinion, I think we should aim to look our best all the time However, in reality, I believe we should strive to look better than usual for important appointments, presentations, or when meeting our partner's family

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3 What do you think makes a person perceive that they are not beautiful?

I think one only feels not beautiful when they compare themselves to others In my view, everyone has their own unique beauty, and it's only when you compare yourself

to someone who seems exceptionally beautiful, with a high nose and a defined chin, for example, that you might feel self-conscious and perceive yourself as not beautiful

4 Are you feeling satisfied with your current appearance? If not, what do you most want to change?

I'm not very satisfied with my current self If I could, I would still want to lose weight to become more beautiful, and even better for my health Losing weight is not easy, so I'm putting in a lot of effort every day

5 If you could choose someone as a beauty model to pursue, who would you choose and why?

I don't have a specific celebrity or individual as a beauty role model However, I'm pursuing a gentle, soft, and serene beauty I always want to express and radiate purity

in my 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?

In my thoughts, I still believe I would accept my natural appearance because I value

it However, in reality, if pursuing a particular form of beauty makes me more beautiful and advantageous in my career, I would still support cosmetic procedures My body and appearance are both my choices, as long as I feel content and cherish them

¢ Interviewee 9: Tran Ngoc Lien (19 years old)

1 How do you perceive beauty?

Everyone has their own perspective on beauty In my opinion, beauty in a person encompasses both their external appearance and their inner character Someone with a well-proportioned physical appearance and harmonious features can be seen as having external beauty Additionally, a person who possesses kindness, sociability, and friendliness towards others is considered beautiful in terms of character Each person has their unique way of being beautiful, and as long as they are confident in their own