BRAND STATEMENT
Dove’s Real Beauty is a skincare brand that believes every woman and girl should be able to define and enjoy beauty on her terms: enjoying it as a source of pleasure and self-expression.
PROJECT BACKGROUND
Dove’s Real Beauty history is rooted in innovation from investing in the first truly skincare cream products to developing health and well-being that make the products more comfortable, healthy and less anxiety. The brand strives to constantly evolve Dove’s Real Beauty world-renowned comfort, bringing customers the most advanced health and well-being available in products today. The project consists of developing an advertising marketing campaign for Dove’s Real Beauty that provides comfort and relaxation just by using skincare cream because these characteristics are invaluable and enable them to find one more reason to relax.
Beauty is for everyone. Doves invite all women and girls to realise their potential for beauty by engaging them with products that deliver superior skincare. They believe that beauty should be a source of confidence and not anxiety.
TARGET AUDIENCE
Females and girls between 16 and 65 years where the audience should belong to Class A, Class B and a chunk of Classic C whose rate of life requires comfort, health, less anxiety and relaxation. People should use these products should feel natural, relaxed, authentic, with a young spirit, anti-wrinkle, free, simple and healthy.
ADVERTISING OBJECTIVE
New campaign to increase brand awareness and demand for Dove’s Real Beauty.
CONSUMER MESSAGE
Dove’s Real Beauty is made according to your health, skincare, animal-free, and choices.
KEY CONSUMER BENEFIT
It provides comfort, nature, relaxation, and authenticity, with a young spirit, anti-wrinkle, free, simple and healthy that touches the lives and imaginations.
BENEFIT SUPPORT
· Helping girls build positive self-esteem through the Dove Self-Esteem project.
· Ensuring the world, they enter is removed from toxic beauty standards.
· Dove is cruelty-free.
COMPETITION
The Body Shop, Avon, Skinceuticals, La Roche-Posay, Vichy, CeraVe,
Rationale, Skin Medica and Elta MD.
ADVERTISING TONE
Trustworthy, comfortable, innovative, skincare, animal-free, healthy, and wellbeing.
ADVERTISING MEDIUM
In-store and Outdoor Advertising, Magazine Advertisements and Social Network Advertisements.
MANDATORY ELEMENTS
Dove’s Real Beauty logo, Dove’s Packaging, Real Product Image, Attention Drawing Text or Tag lines, Price and Technology (s), Values and Benefits, and Availability (Retailers, online and physical stores). Company Website.
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