In the year of 2004 the Dove company, being one of the most popular and prominent beauty product brands, created and launched one of the most unique and special advertising campaigns, which certainly had the capability of evoking many great discussions and a buzz in the society. The Dove campaign for real beauty is indeed revolutionary for the beauty industry products' advertising, as besides the product promotions, it is aimed at achieving another and more noble objective. The Dove campaign for real beauty is aimed at completely changing people's perceptions and women's perceptions in particular, about female beauty.
Today, in many different countries of the world, people are being imposed with certain beauty standards and stereotypes, which resolve in some grave consequences for young women and girls. As a rule, women are imposed with the beauty standards of world's top models and the majority of them feel they cannot really match up to that standard. It leads to women suffering from a low self esteem and being unable to realize their full potentials in life.
That is the reason why the Dove campaign for real beauty introduced a completely new and revolutionary approach to advertising of beauty products. For carrying out this advertising campaign, the Dove Company found models and created printed and TV adverts with them. Nevertheless, the major difference of the Dove campaign for real beauty lays in their models' choice. The company chose six regular women to be its super models. These women did not have the standard top model appearances, though they are quite able to demonstrate natural beauty of regular women, who do not have to make adjustments in their looks in order to conform to the common beauty stereotypes.
As it has been stated, this Dove campaign for real beauty was launched in the year of 2004 in the United Kingdom. However, in the year of 2005 it was taken by the Dove company to the USA and Canada. Presently, the company has made a decision to further extend its Dove campaign for real beauty and it has a long term vision and goals for it to achieve. By the year of 2008 the Dove company plans to influence and change for the better self esteem and lives of over one million young people. One of the ways the Dove company extends its Dove campaign for real beauty is through forty five seconds advertising trailers, specially created for broadcasting them during the Super Bowl XL.
Although this is quite an uncommon way of promoting beauty products through broadcasting during the Super Bowl XL its trailers, which were created for the company by the Ogilvy & Mather advertising agency, Dove can reach over eighty nine million of lives. Furthermore, that Dove's latest objective is to reach with its messages and cause a positive influence not only on the lives of young generation of women, but the generation of pre-teen and teenage girls too. According to the opinion of this leading beauty product company, the younger generation of girls has no less trouble in dealing with the low self esteem challenge than the elder one.