What Dove has been doing to build their ‘Real beauty’ proposition in the last decade is marvellous. They speak of beauty in terms that contradicts what most commercial beauty brands say – the campaign that has had several successful social experiments, ads, activations and other communications has added yet another aspect to ‘real beauty’ i.e. the smile.
In a recently released commercial that featured Billy Holiday’s song, ‘When you’re smiling’, Dove showed how women ought to smile when they look at themselves rather than frown or keep adjusting. It made a conscious effort to remind women that when they smile, you get a smile back and so, they should do it more often.
As an extension to this commercial, Dove installed a new booth at an awards show recently, where people would view themselves in a magic mirror which captured their smile and printed a photo only once the smile was big enough. Users were prompted ‘When did you last smile to yourself in the mirror?’ to trigger the engagement before reminding each person that beauty is the reflection of yourself in the mirror.
The installation was extremely interactive and curiosity invoking. A woman would naturally be curious to find out whether her smile is big enough for it to click a picture. The branding in the booth ensured that the experience also triggered recall for the brand.
There is no doubt that Dove’s efforts towards real beauty have been noticed and appreciated over the years. It is a stellar approach towards re-defining what ‘beauty’ really means. In the recent campaign by P&G called ‘Like a girl’, they made similar efforts. Many called the campaign too close to what Dove always says and criticised its’ lack of uniqueness. I’d agree.
All brands may move towards the same approach but Dove has been the pioneer and there’s no denying their ownership in it.