Why Was It So Successful?
In An Industry That Profits From Encouraging Women To Fix Their “Flaws”, Dove Stands Out With Its Marketing Strategy That Boldly Addresses The Touchy Issue Of Low Self-Esteem. Dove Came Up With A Strategy That Is Relatable To All Women. Dove Understands That The Same Insecurity Plagues Their Women Customers And Instead Of Trying To Sell Them Products To Make Them Feel Better, Dove Wins Favor By Empowering These Women Instead.
Results
Research From A Harvard Psychologist, Nancy Etcoff, Examining The Campaign Then And Now Found That More Women Today Describe Beauty On A Wider Variety Of Qualities Outside Of Just Looks, Such As Confidence.
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