How Dove Strategically created their Beauty Movement #MyBeautyMySay

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Dove’s mission has always been about women and how they feel about their beauty needs. On its website, Dove believes beauty should be a source of confidence, and not anxiety. Their vision is to help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential. To reach this goal, Dove created the Dove Self-Esteem Project in 2004 to help the next generation of women feel happy and confident about the way they look. In 2015 they successfully reached 17 million young people (primarily girls) with their self-esteem education project.

In order to create the #MyBeautyMySay campaign for women, Dove also completed a global research study to figure out what and how women think about their beauty and body. Their research showed that only 4% of women around the world consider themselves beautiful, and 72% of girls feel tremendous pressure to be beautiful. 4%!!! This became a huge problem for Dove. Through their research and Dove Self-Esteem Project, they knew they had the potential to create such a strong campaign that would speak volume for women around the world dealing with the stress from society on what beauty really is.

To solve this problem, Dove introduced their newest campaign My Beauty My Say in 2016. “Somewhere along the way, it has become the norm to judge women based on their appearance. Dove created #MyBeautyMySay because we believe a woman’s beauty should not be used to belittle her achievements — instead, her beauty should be celebrated on her terms,” Jennifer Bremner, Dove’s marketing director, said in a statement. “We want women to challenge this behavior that has unfortunately become commonplace in our society. We are giving all women a platform to speak out and join us to change the conversation.”

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In order to reach women around the world to spread this message, Dove created videos spread all over TV and social media channels like YouTube, Facebook and Instagram. Dove incorporated a special hashtag to enhance the message, #MyBeautyMySay so that it can be spread throughout social media outlets, join in on conversations through their website and unify women spreading the message.

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Before even researching this campaign, I had seen the videos on Facebook and immediately felt a connection with the message Dove was creating. I too am a woman who has felt the pressure from classmates, family and colleagues about my physical appearance. For years I had struggled with feeling confident about my body, and have always felt the negative backlash from men commenting on my beauty in a more sexual manner, which is EXTREMELY inappropriate. When I started researching more about this campaign, I really felt a connection with the information found on their website. Not only does Dove do a tremendous job at fighting this beauty issue, they also feature stories from other women and how they have overcome their stress and pressure and turn it into inspiration for women around the world. Reading these stories made me feel inspired to overcome my self-confidence and brand myself as a beautiful woman, no matter what anyone says. All these reasons show just how successful Dove strategically planned this campaign into a great success.

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