Who would have thought that a brand which primarily sells toiletries, could deliver a promotion that arguably wins the title of best viral campaign?
Dove: how to build a brand
In 2004, international cosmetic brand, Dove, launched its
Real Beauty campaign, aiming to empower females by using the ‘everyday woman’ in its advertisements. This focus on natural beauty was a strong juxtaposition to the highly sexualised representation of feminine beauty that was seen elsewhere in the media.
