The Brief
Since its inception, StrategyOne has led the award-winning thought-leadership research for the Campaign for Real Beauty and the Dove Self-Esteem Fund.
Dove, a division of Unilever, had a growing concern that portrayals of female beauty in the mass media were helping to perpetuate an idea of beauty that was neither authentic nor attainable – and that this was impacting women’s well-being, happiness and self-esteem. As a major marketer to women, Dove sought to gain a global understanding of these issues and utilise the learnings to shape its communications to women.
Campaign Overview
Dove commissioned StrategyOne to conduct a global research programme intended to provide Dove with authoritative, legitimate data upon which to build its new beauty philosophy.
Dove adopted a rigorous academic approach to this research, including:
- a literature review
- a quantitative study
- an academic collaboration
- the development of a whitepaper.
The initial literature review determined the current body of knowledge on the topic and gaps that existed in this discussion.
Expert guidance and support to the white paper hypotheses, quantitative research design, and analysis, included Dr. Nancy Etcoff – Harvard University professor and author of “Survival of the Prettiest” - and Dr. Susie Orbach – London School of Economics visiting professor and author of “Fat is a Feminist Issue.”
The global study was conducted among 3,200 women 18-64 from ten countries around the world, including: the U.S., Canada, Great Britain, Italy, France, Portugal, Netherlands, Brazil, Argentina and Japan.
- In 2004, "The Real Truth about Beauty" sought to generate a debate about the desire for a more democratic view of beauty, and debunk existing stereotypes about beauty perpetuated in the media
- In 2005, Dove sought to take the next step to understand the socialization of beauty among girls and women in "Beyond Stereotypes: Rebuilding the Foundation of Beauty Beliefs"
- In 2006, "Beauty Comes of Age", aimed at redefining the way women over 50 are viewed and depicted in popular culture by discrediting global stereotypical ideas of the lives of women over 50.
Results
The insights from this research programme has helped shape Dove’s beauty philosophy, providing it with the foundation upon which to launch its new communications strategy – and in turn establish the company as a leading authority on beauty.