This Dove Campaign Commercial Shows Men React to Models & Loved Ones
Riley von Niessen — October 5, 2016 — Marketing
Often, when people think of beauty, they compare themselves to those they see on the pages of fashion magazines and other forms of media -- however as this Dove campaign commercial from Portugal shows, it really comes from one's connection to someone and the little things that make them the individual that they are.
Like other Dove campaigns, the Portuguese commercial shows that attempting to adhere to unattainable standards of beauty is pointless, especially when one looks to the ones closest to them as reference.
In order to show this, the brand monitored the heart rate of a panel of men and showed them images of models. While they agreed that all of the women were beautiful, their heart rates didn't go up until they were shown images of their female family members, who they lovingly described.
Like other Dove campaigns, the Portuguese commercial shows that attempting to adhere to unattainable standards of beauty is pointless, especially when one looks to the ones closest to them as reference.
In order to show this, the brand monitored the heart rate of a panel of men and showed them images of models. While they agreed that all of the women were beautiful, their heart rates didn't go up until they were shown images of their female family members, who they lovingly described.
Trend Themes
1. Real Beauty Standards - The rise of campaigns showcasing real beauty standards, focusing on personal connections rather than unrealistic images, presents an opportunity for disruptive innovation in the beauty industry.
2. Emotional Advertising - The success of emotional advertising, such as the Dove Real Beauty campaign, presents opportunities for disruptive innovation in advertising across industries.
3. Body Positivity Movement - The growing body positivity movement presents opportunities for disruptive innovation in fashion, media, and beauty industries, as consumers demand greater inclusivity and representation.
Industry Implications
1. Beauty Industry - The beauty industry has the potential to disrupt traditional beauty standards by promoting real beauty and emphasizing personal connections.
2. Advertising Industry - The advertising industry can disrupt traditional advertising strategies by using emotional advertising to connect with consumers on a deeper level.
3. Fashion Industry - The fashion industry has an opportunity to disrupt traditional beauty standards by incorporating greater diversity and inclusivity in their marketing campaigns.
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