Dove: building a global brand

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Global marketing: challenges and
opportunities.
03.25.21.
Guy Gouldavis

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Marketing is in transition
It’s a sea of change in marketing today. The disruption and evolution will continue because
much of it has been the result of culture profoundly changing.

!3
In 2021 Burger King suffered a blowback
trying to celebrate International Womens’
Day.
Dove had a backlash in 2011 advertising a body
lotion people interpreted as prizing white skin over
darker skin.

!4
Social media has profoundly changed culture which has transformed the way many brands
approach marketing. Ocean spray had its moment when a dude skateboarding while lip
syncing to a Fleetwood mac song, and chugging from a bottle of juice became a meme.

Social media is a bubble in the timeline of human history. While it has a distinct role in
helping brands connect through culture, marketers need to tap into other aspects of
culture and consumer behavior for their brand to inspire a deeper bond.

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“Everyone is so busy it is rare for business partners to get together in the same
place and time to examine the issues that collectively impact their work. We find
when they do, the accelerated progress it delivers far exceeds the modest time
required for their participation”
What is insight?

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Something that changes your view so you can’t see
things the way you did before.

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https://youtu.be/dbpFpjLVabA
You’re not you when you’re hungry
A simple relatable statement that we all
know to be true – even if we haven’t
experience it personally we’ve witnessed
it in others. The insight was front and
center in the ad itself.

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The scale of connection to insight
Consumer
Generation
Society
Humanity
Broad
Narrow

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The scale of connection to insight
Consumer
Generation
Society
Humanity
Broad
Narrow
150 countries
Women 18-54
Dove CFRB had to inspire connection across age,
generations and even society to have any change of
unifying the brand sold around the world.

Insight is not an off-the-shelf undertaking. It requires bringing together different pieces
and seeing the pattern across the dots.

!13
Dove wanted to grow its global business. To do that it realized its value had to be in more than
moisturizing skincare and haircare. To inspire people to rally behind a brand it often helps if you
have a cause. Dove didn't have one.

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A STIRRING OF CULTURAL DISCONTENT: UNHEALTHY BEAUTY ASPIRATIONS HAVE TRAGIC OUTCOMES
Luisel Ramos
Ana carolina reston Eliana Ramos Hila Elmaliach
A critical chorus grew louder and intensified yet there was no force for change. This is how a
brand transforms itself in culture. We realized that the Dove brand could be a catalyst for change

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The idea was born: what if Dove became a beauty brand rather than just a skin care brand?

!16
Consumer
Generation
Society
Humanity
Broad
Narrow

!17
2004 Global Beauty Study. 10 countries, 3 continents, 3200 respondents
65% think their weight is "too high"
2% of women describe themselves as “beautiful”
RESEARCHING THE ISSUE: GLOBAL BEAUTY STUDY 2004
90% want to change at least one thing about themselves

!18
67%
say media/advertising must do better representing
realistic beauty
withdraw from life when feeling badly about their looks
65%
RESEARCHING THE ISSUE: GLOBAL BEAUTY STUDY 2004
2004 Global Beauty Study. 10 countries, 3 continents, 3200 respondents

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Beauty comes in many forms: it is rich in its diversity.
A woman understands her beauty better than a brand.
A woman is not born one, she becomes one.
PURPOSE MUST BE ANCHORED: UNIVERSAL BEAUTY TRUTHS

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To widen the definition of beauty,
to include more women
To be realistic AND aspirational
For women to define beauty for
themselves
OPPORTUNITY
Beauty is narrowly defined and
excludes most women
Unrealistic, unattainable forms
CULTURAL CONVENTIONS
The beauty industry defines
what is beautiful

Widen the definition of beauty
Mission
Celebrate that beauty comes in all colors, shapes, sizes, and
ages and can be genuinely stunning when given the right care.

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Onslaught
2006 & 2007
Evolution
EVOLUTION: DEFINING AND VILIFYING THE ENEMY
‘Onslaught’ ‘Evolution’
The CFRB evolved in due course…framing the typical beauty industry as an enemy, one
with destructive effect on how young girls saw their bodies and their self esteem.

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2008
…it supported new areas of beauty, such
as ones for older women. True to
embracing beauty it launched a Pro-Age
line of products that stood apart from the
crowded anti-aging industry.

THEY CONTINUED ADVOCACY OF A NEW BEAUTY POSSIBILITY
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#Wearebeautiful (Mothers Day)
2013
Coached young girls and women to quiet the critical inner
voice and see themselves as other people do.

THEY CONTINUED ADVOCACY OF A NEW BEAUTY POSSIBILITY
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#Wearebeautiful (Mothers Day)
2014
…and found a new connection through culture when selfies first became a
thing, and dared women and their daughters to take a picture without
concealing their beauty with makeup.

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PROGRESS: HOW FAR HAVE WE COME?
23% 65%
Feel they’re responsible for influencing
their own definition of beauty:
2004 2014
The successive years of the CFRB didn’t
just trigger fresh conversations in culture.
They changed culture. It empowered
women to change their relationship to
beauty. To believe that they own it have the
right to define it, not the beauty industry.
And to see that ownership as a
responsibility, one to direct, rather than
responding to what they are told is
beautiful.

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The borderless nature of the internet means any brand is marketing
internationally whether they intend to or not. Marketers need something less
ephemeral than social media to make a meaningful connection globally.
Insights across countries are more likely to be rooted in a cultural
universals - the human condition. The trick is to find one that resonates
personally; that can be internalized and expressed by people individually.
GLOBAL MARKETING: SUMMARY
A brand has the chance not just to trigger a conversation in culture but to
change culture when it identifies a rising, unresolved issue and gives
form to a new possibility that addresses it.

Dove: building a global brand

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