Many of us have heard the saying "beauty is in the eyes of the beholder." However, have you noticed that how you view yourself is so much more critical than those of friends, family, and even strangers? According to a published survey by Dove, "Over half (54%) of women globally agree that when it comes to how they look, they are their own worst beauty critic, which equates to a staggering 672 million women around the world."
Dove, the personal care brand, created the campaign called "Real Beauty Sketches." During the video, an FBI trained sketch artist sketched each woman without looking based on questions he asked about their appearance based on their own personal perception. Another part of the video showed each woman describing the features of another woman they met to the sketch artist. At the end, each woman is shown two sketches: her view of herself and someone else's view of her. However, usually the picture described by the stranger was more attractive and similar to the actual woman then the woman's own perception of herself. For this reason, Dove's Real Beauty Sketches ad was very successful in leaving a powerful mark on its viewers as well as myself.
Humor: 1
This campaign does not use humor to reach its target audience. The Real Beauty Sketches ad is meant to have a deeper meaning; therefore the use of humor would be a distraction.
Effectiveness: 5
Dove's Real Beauty Sketches has been VERY effective in reaching its key consumers. Business Insider showed that after its first month of release, the ad had received 114 million total views, making it the most viral ad of all time. The ad has been uploaded in 25 different languages and has been viewed in more than 110 countries. According to Unruly Media's data, the video has been shared over 3.74 million times, which makes it the third most shared video of all time. Although the ad had received much attention from public relations and word-of-mouth advertising, the ad also lead to an increase in sales. After the ad was released on April 14, Dove U.S. sales were up by 1 percent by mid May.
Emotion: 5
To say this ad inspired emotion and purpose is an understatement. Although Dove is a personal care provider, its purpose in the Real Beauty Sketches campaign is to promote women's natural beauty not a product to create beauty. This ad reveals that women are their own worst critic and takes its viewers on an emotional journey of self-actualization. I agree with Unruly Media's statement that "what made this campaign perform particularly strong was the content, which elicited the intense emotional responses of 'warmth, happiness, and knowledge' from its target demographic." I believe Dove did a beautiful job in its creativity and production of this campaign. Dove Real Beauty Sketches showed that we [women] are all "more beautiful than we think."
Customer Reviews: 4
Although this ad boosted overall sales for Dove, this campaign did not promote one single good or service for the brand. However, I believe this campaign boosted brand image in the minds of Dove's target market and can be very profitable in the long run for all of its product lines. Also, I do not believe this ad deceived Dove's customer about its intentions or products.
At the end of the day, the point of Dove's Real Beauty Sketches campaign is to remember that we all have things we like and do not like about our appearances. However, the key thing is to focus on what you do like, because "we are all more beautiful than we think."
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