Educate consumers about the effect

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City living can have on their skin. This was a multi-media campaign using social media as well as TV and billboard advertising. They also set up a ‘Simple Advisory Board’ working with leading dieticians and fitness experts to push a healthier attitude to skincare’. Ahead of their competitors In , no other brands were really talking about these types of issues. Especially not beauty brands. Dove was a pioneer, and that gave them a certain ‘headstart’ in terms of cause-based marketing messages. By now we have seen many such movements online e.g.ekind


dresslikeawoman, #heforshe etc. Brands have increasingly aligned themselves to global movements and causes but Dove has benefitted from over  years of consistent messaging and so its brand equity is firmly rooted in empowering women Exit Mobile Number List via realbeauty. The Future of Dove With over  years focusing on real beauty as their core brand messaging, and a demonstrated commitment to highlighting inclusivity and equality in their advertising, the new direction Dove have recently taken is another industry first. An extension of showus, the latest campaign called ‘It’s On Us’ shows how Dove's marketing around beauty continues to evolve. Based on the fact that  of women don't feel represented in media and advertising*, Dove has stated that its





mission is to change the way media cast and feature models for beauty campaigns, starting with a rallying call for international casting calls to use the real beauty models from their
ShowUs Project. They’ve empowered these models by subsidizing the process i.e. if another brand chooses to use one of them, Dove will cover the cost of their appearance fees. Furthermore, in January , Unilever pledged to feature more diverse groups in its advertising and also behind the scenes with any agencies and producers it works with in campaign production. A beauty brand offering to reduce costs for other, competitive beauty brands in order to galvanize and disrupt the industry in which they operate? Will it pay off? And will the consumer reward these mammoth efforts to champion #realbeauty? Time will tell but it will certainly provide other brands, and digital marketing strategists with plenty