|Do You “Love Your Selfie”?
By: Cindy Wendland
Dove has run campaigns in the past called “Dove for True Beauty,” Dove “Love My Body,” and Dove “Real Beauty.” Now they are running Dove “Love Your Selfie.” In this age of bashing those who post selfies, it is an interesting way to connect to modern-day women.
The story about “Love Your Selfie” and the fake beauty patch aired today on the Today Show. It was shown on one of the TVs at the gym, where people of all shapes and sizes were working out. How many people saw the news story at this particular gym is unclear, but across America, men and women did see it. It was impactful enough to dig deeper.
According to their marketing plan, Dove is committed to building positive self-esteem and inspiring women to reach their full potential. Dove has used real women to inspire other women to switch to Dove products and used real consumers to test their products. It is the same with this beauty patch. The beauty patch was given to real women who put it on their arm. After four days, they noticed a difference and others noticed a difference. At the end of the timeframe, the women learned there was nothing in the patch. The only change was that their mental beliefs had shifted to allow these women to feel more beautiful, which then made others notice the difference.
Dove is the market leader in their category. One ad agency’s proposed marketing budget was over $65 million. As a result, Dove has the means to launch campaigns on higher-level topics than product attributes. Many of us find selfies distasteful. So the “Love Your Selfie” campaign initially was not appealing. Learning the meaning behind it, where Dove worked to help women find their beauty, was appealing. Basically, we are all beautiful enough to take a selfie. The effort is worthwhile because in the end, when people feel good about themselves, they can accomplish more and make the world a better place. And if we clean our bodies with Dove, even better.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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