The Dove campaign to remind every woman why she is beautiful in her own skin continues to roll full steam ahead. The empowering message has resonated with women across the nation, and Dove has played into the popularity well, creating social media PR tools for their fans to share, and inviting their customers to help spread the message of love and acceptance.
But, the best part of the entire campaign, according to Ronn Torossian, is that Dove has managed to stay on message, even when their entire message has changed. As a Public Relations move, this is fantastic. It’s very hard to remain consistent and on-brand, and Dove does so masterfully.
It started with pictures in advertisements. Not airbrushed and not Photoshopped. Just real women being real women. That campaign raised so many eyebrows, Dove doubled down on video and social media PR content. Their new commercials went viral on several social platforms, shared countless times. With every share, the Dove army of natural beauties grew exponentially. Because Dove packaged their content in easy to share posts, these folks quickly became carriers of the message.
Dove decided it was time to get to the heart of the issue. They made some incredibly simple, yet powerful videos that dealt with body image and personal perception of beauty. Tears were shed, heads were nodded and more consumers continued to buy-in to Dove’s perspective on true beauty.
The next step in the campaign happened recently. Dove threw the gauntlet down directly at the feet of the beauty PR industry. The latest round of commercials directly attacks the very nature of beauty PR and advertising. To date, no competitive company has put its own industry on blast in this way. It will be interesting to see who fires the next shot in this battle for the future of beauty PR.