What is beauty?

Who can describe beauty? What does it mean? What is the real definition of the word? How can you tell if that woman is beautiful or not? Some might see her as a beauty queen while others may not. In terms of the universal standards of beauty, people argue that there are no metrics for beauty due to the differences among cultures. With media all around, women have found themselves surrounded by photos of thin celebrities with fine skin and free of impurities. Regrettably, those pictures are not real and had been modified to attract as many people as possible. Unfortunately, many people believe in those fake advertisements, especially women, and start comparing themselves with these fabricated photos while putting their bodies and skin under unfair comparison and experiences. 

Dove is a well-known beauty company that was established back in 1930. It sells various choices of products concerning men and women’s beauty by focusing on the consumer’s needs rather than the product. In the past few years, the company realized that by going down the same path as other beauty supply companies, it would benefit neither Dove nor it’s consumers. For that reason, it managed to change the company’s strategy to embrace all types of women in every community no matter what their skin colors is, their age differences, their ethnicity or their body shape and figure. In a study that was conducted by their PR agency, Edelman, the results were unpleasant. It showed that only 2% of 3,000 women in 10 different countries considered themselves beautiful. That’s why one of the most modern and successful marketing campaigns and most talked about is the Dove campaign for real beauty, http://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns-10_n_4575940.html. It revealed how women really think of themselves in a tacky way instead of looking at the bright side and see their natural beauty and what differentiate them from others. This video became one of the most watched videos of all times on YouTube due to its message. In this campaign, Dove’s strategy was to increase consumer awareness by sending a key message to women on how to focus more on their normal beauty.

Dove’s vision is simply about being confident with your look and be positive about it. They are trying to raise women’s self-esteem by showing them that beauty should be a source of confidence, not an anxiety. They have three main campaigns that started back in 2004, one of them is the Dove self-esteem project, another is the education about self-esteem in young people, and finally, partnerships. This demonstrates that the company is concerned with the consumer, not just the products and revenue, which makes a connection between the brand and the consumer. To read more about Dove’s vision, products or even stories, visit https://www.dove.com/us/en/stories/about-dove/our-vision.html. 

For every company that has the main objective of selling products and claim the material return, the marketing mix is essential. Starting with the product (1), Dove has accomplished having a large variety of choices including shampoo’s, conditioners, creams, lotions and other beauty products for both genders, male and female. For the price strategy (2), Dove is suitable for almost anybody due to its value based pricing, promotional pricing, and penetration pricing. Place (3), Dove has distribution channels such as supermarkets, pharmacies and hypermarts and indirect marketing channels. (4) for promotion, Dove’s advertising strategy is commercials and advertisement. To conclude, Dove has differentiated itself than other companies in the same field by focusing on several modern strategies with new ideas that match the market. That definitely supported the company to have a huge audience in a very competitive market.