There are Dove go fresh campaign is "an extension" of its Campaign for Real Beauty and will use

real women, not professional models, in the ads. It says that Dove go fresh is "designed to help 20-something women gain a fresh perspective" and claims that, according to Dove research, fragrances can lift the spirits.

The Dove Self-Esteem Fund: Dove established the Dove Self-Esteem Fund to raise awareness among young girls of the link between beauty and body-related self-esteem. o Dove funds programs that raise self-esteem in girls and young women.

Dove Pro-Age According to a global study conducted by Dove, nearly all women over the age of fifty would like to see a change in societys view on women and aging. Women over the age of fifty also believe that if the media were reflective of the population, a person might not believe that a woman over the age of 50 even exists. To combat these beliefs, Dove is positioning itself as the first global beauty brand to talk to women about aging in a positive tone. This is the second phase of the Campaign for Real Beauty and is known as proage. Pro-age celebrates women over the age of fifty by challenging the idea that only the young are beautiful.

Other companies attempted to capitalize on the success of CRFB. Nike attempted to mimic the campaign with advertisements such as Big Butt and Thunder Thighs. The copy for Big Butt reads, "My butt is big and round like the letter C and ten thousand lunges have made it rounder but not smaller and that's just fine. It's a space heater for my side of the bed. It's my ambassador to those who walk behind me... those who might scorn it are invited to kiss it. Just do it". Nikes campaign did not fare as well and didnt receive nearly the amount of attention as the CFRB did. Nike was seen as jumping on the bandwagon of CFRBs success, but the campaign never caught on after the initial launch. Critics of the Nike ads maintained that the body parts of the women featured in the advertisements looked toned and athletic, clearly not the body parts of an every-day woman. We do not feel Nike struck the same chord as CFRB did with its core audience; therefore, it was not nearly as successful. The PR/ marketing industry can pick up a few pointers from Doves Campaign For

Real Beauty. Dove effectively reached their target audience through their tactics and programming. As a result of their intensive research, which included surveying women across the world of different cultures, Dove was able to understand the feelings at the core of their audience. They connected on an emotional and personal level with women of many nationalities, races, beliefs, sizes and ages. Dove had their finger on the pulse of their consumers. They entered the market at the perfect moment; women were tired of being made to feel less than beautiful in order for a company to sell their beauty products. Dove became the trendsetter, innovator and a breath of fresh air in the beauty industry. Dove challenged the industry to see women as they really are: beautiful in their own unique way. The Campaign for Real Beauty shattered the stereotype of the size zero, blonde, perfect model. CFRB made a splash; it did not enter the market quietly. Commercials, billboards and magazine ads soon had the media and households across the United States buzzing. While we do believe that the campaign is an important first step to change the way our culture objectifies women, the campaign does have its flaws. After viewing the women in the advertisements and reading some of the criticisms of the campaign, we realized that the women chosen were still extraordinarily beautiful and would be considered above average compared to an every-day woman. The women had desirable features such as creamy smooth skin, straight white teeth and accentuated features. For example, in the Pro-Age segment of the campaign, several of the women chosen for the ads naturally looked to be younger than the target age of sixty. Furthermore, we found it contradictory that the campaign expressed the desire for society to alter their perceptions of beauty standards all the while trying to sell women products to enhance their beauty. We also agree with Dr. Connolly-Aherns assessment that Unilever cheapens CFRB with their hypocrisy. While making money off of women who buy into CFRB, they are at the same time making money by perpetuating the stereotype of the perfect hot girl in their Axe advertisements.

LINKS: From Dove: http://www.campaignforrealbeauty.com http://www.doveproage.com/ http://www.dovecreamoil.com/ Dove global study: http://www.campaignforrealbeauty.com/flat4.asp?id=7137

Outside information: http://www.prsa.org/supportfiles/news/viewNews.cfm?pNewsID=471 http://en.wikipedia.org/wiki/Dove_Campaign_for_Real_Beauty http://www.auburnmedia.com/wordpress/2006/10/31/dove-real-beauty-campaignsuper-bowl-ad-reach-on-a-dime/ http://blog.thewinningpitch.com/2007/01/doves_campaign_.html http://www.mediaawareness.ca/english/resources/educational/teachable_moments/campaignrealbea uty.cfm News: http://www.abcnews.go.com/GMA/story?id=2907595 http://www.pittsburghlive.com/x/pittsburghtrib/living/columnists/guests/s_489903. html http://www.oprah.com/tows/slide/200509/20050922/slide_20050922_284_105.jht ml http://www.google.com/search?q=cache:40ew4kHAS1kJ:www.parsintl.com/pdf/85 32-WWD-Ryan.pdf+Women http://www.slate.com/id/2123659 http://www.findarticles.com/p/articles/mi_qn4155/is_20050731/ai_n14913554/ http://www.findarticles.com/p/articles/mi_qn4155/is_20050719/ai_n14877325/ http://www.findarticles.com/p/articles/mi_qn4155/is_20050719/ai_n14907792 http://www.msnbc.msn.com/id/8757597/print/1/displaymode/1098 http://www.baltimoresun.com/features/lifestyle/balto.figure27feb27,0,1874408.story http://www.prweek.com/us/events/awards/details/23651/consumer-launchcampaign-year-2006 http://www.campaignforrealbeauty.com/press.asp?section=news&id=3073 http://www.campaignforrealbeauty.com/press.asp?id=1708&length=shortion=ne ws http://www.msnbc.msn.com/id/8813128/site/newsweek http://www.lansingstatejournal.com/apps/pbcs.dll/article?AID=2007702280314

Press Releases: http://www.campaignforrealbeauty.com/press.asp?id=7175ion=news&target=pre ss&src=InTheNews_proage http://www.campaignforrealbeauty.com/press.asp?id=4562ion=news&target=pre ss http://www.campaignforrealbeauty.com/press.asp?section=news&id=110 http://www.campaignforrealbeauty.com/press.asp?id=4563&length=shortion=ne ws http://www.pr.com/press-release/29367

http://www.prnewswire.com/cgibin/stories.pl?ACCT=ind_focus.story&STORY=/www/story/02-142007/0004527309&EDATE=WED+Feb+14+2007,+07:00+AM http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=104&STORY=/www/story/0226-2007/0004534088&EDATE= http://www.awrt.org/press-releases/2005/Press_Release_Dove_Title_Sponsor.pdf Videos: http://www.youtube.com/watch?v=gUsKIApTewQ http://youtube.com/watch?v=fksMtc0OGo8 http://youtube.com/watch?v=O3CBIOZNpfc http://www.abcnews.go.com/Video/playerIndex?id=2907853 http://www.abcnews.go.com/Video/playerIndex?id=2557980 http://youtube.com/watch?v=iYhCn0jf46U http://youtube.com/watch?v=Fc2Ity4uV_Y http://youtube.com/watch?v=vilUhBhNnQc http://www.doveproage.com/ads_reaction.asp http://www.youtube.com/watch?v=AOLfyUcYfpo