Dove ditches ‘Real Beauty’ in favour of ‘Body Language’

Dove is ditching its long-running ’real beauty’ campaign, which pioneered the use of real women in advertsing, and will replaceit with activity under the “Body Language” strapline.

/m/s/g/Dove.jpg

Code named ’Darwin’, the Unilever-owned brand will launch the new strategy in the next few weeks.

Dove launched its global Real Beauty campaign in 2004 with the aim to highlight body images issues, but is now tasking Ogilvy London with replacing it with a new ’Body Language’ marketing campaign that will instead talk about how Dove products make you feel confident and attractive.

Sources say that the new campaign will aim to exude fun and be less ’preachy’ than the Real Beauty message.

Social media, with an emphasis on Facebook, will be the main focus of the campaign. However, television and press will support the massive social media push.

In response, Unilever global communications marketing manager Stacie Bright has issued a statement saying:

“The Dove Campaign for Real Beauty started a global conversation about the need for a wider definition of beauty more than six years ago. The Campaign for Real Beauty slogan has not been used consistently across the brand as the tagline depends on whether we are launching a new product or having a master brand campaign.”

“Our bold vision for the brand remains exactly the same. We aim to create a world where beauty is a source of confidence, not anxiety. We are excited to give all women the opportunity to join us as we work to make our vision a reality. As discussed, we remain committed to real beauty, which will continue to be evident in all of the work we are doing.”

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

Latest from Marketing Week

Vote for your Brand of the Year

Amazon, Argos, Aviva, Brewdog, Cancer Research UK, Just Eat, Maltesers, McDonald’s, Tesco and Yorkshire Tea will battle it out to be crowned The Masters of Marketing Awards’ Brand of the Year.

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here