- Dove unveiled its first body confidence program for ladies, timing the launch to the period when many set New Year’s resolutions that concentrate on weight reduction, weight-reduction plan and other beauty-oriented goals, in keeping with a press release.
- The online program looks to combat what the CPG marketer calls “the pursuit of perfect,” or the chase for an idealized image that may harm self-esteem. Prior research conducted by Dove found that millennial women have the bottom body confidence in comparison with other generations.
- The Dove Self-Esteem Project for Women lives on the brand’s website and offers videos, an activity workbook and other suggestions. Dove can be encouraging followers to put in writing down after which rip up resolutions on sticky notes and post their videos to TikTok as a part of a #NewYearsUnresolution social media push.
A brand new 12 months means a brand new body confidence-focused initiative from Dove, which for over 20 years has built out a “Real Beauty” platform that challenges unhealthy image standards for ladies. Rather than running a standard paid promoting campaign, the Unilever-owned brand is entering 2025 with an internet educational resource that intends to assist consumers change their perceptions of New Year’s resolutions that are likely to center on goals like weight-reduction plan, weight reduction and appearing younger.
The Dove Self-Esteem Project for Women, the primary of its kind from Dove, covers 4 core topics: Healing the connection with one’s own body; defining body confidence and what it looks like in day-to-day life; addressing what influences and impacts body confidence, including external societal pressures; and redefining beauty on one’s own terms. Naturally, Dove products could play a task on a few of those self-empowerment journeys.
The initiative follows findings published by Dove last 12 months that exposed millennial women, a core target market, have particularly poor self-esteem. The Real State of Beauty Report, probably the most extensive research published by the brand up to now, also showed that one-third of ladies surveyed would trade a 12 months of their life to attain their conception of a “perfect” body. Furthermore, 69% said they might avoid social engagements as a consequence of low confidence in their appearance, contributing to a way of alienation.
Along with the net program rollout, Dove is pushing consumers to place themselves on the market with a #NewYearsUnresolution drive on TikTok, an app known for setting beauty and cosmetics trends amongst demographics like Gen Z and millennials.
Other brands are stepping up efforts to tackle New Year’s resolutions that may be unrealistic. RXBar, the protein snack bar that boasts a straightforward list of ingredients, is touring around a B.S. Blocker Truck as a counter to “New Year, New You” marketing and asking consumers to report ads they perceive as toxic, which the vehicle will attempt to block out.
Dove is coming off a 12 months of change in its marketing leadership. Alessandro Manfredi, a longtime Unilever marketer and an architect of “Real Beauty,” departed the private care company in July.
Read the total article here
