Relationship and Involvement

Exhibit 22.6   The Real Beauty campaign imbues Dove with social values, concerns and thoughts pertaining to the notion of beauty.

Advertising builds and strengthens the relationship between the consumer and the brand, thus increasing her involvement with the brand. It imbues the brand with the interests, concerns, feelings and values that viewers cherish.

Dove is an example of a brand that historically seeks to build relationships with women (see Exhibit 22.6). Its testimonials of “real women” in the 1970s focussed on concerns and interest. When it was launched as a shampoo in 2000, a series of commercials depicted testimonials from different women (e.g., arts undergraduate, business student, buyer, professional dancer), touching upon a range of hair concerns.

Subsequently from 2003 onwards, Dove’s emphasis shifted towards depicting beauty without artifice, or “real beauty”, as the brand management team called it. What followed were a series of campaigns such as Evolution (2006), Onslaught (2007), Pro-age (2007), Girls under Pressure (2008) and Self Esteem (2011, 2017, 2020). By drawing attention to social values and deep-rooted concerns on beauty, these campaigns imbue Dove with the same values, thoughts and feelings thus increasing consumers’ interest and involvement with the brand.

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