‘Campaign for Real Beauty’ by Dove!

It’s been a busy 10 days with my exams. While reading a case study for my exams, I came across the ‘Campaign for Real Beauty’ by Dove. I used to use Dove soap when I was a kid. Today, Dove has evolved from just a soap bar into a various range of beauty products. I came across their ‘Campaign for Real Beauty’, the campaign which revolutionised a woman’s beauty. Unilever, which owns Dove, partnered with Ogilvy & Mather to come up with the campaign which has changed the way we presume beauty. It was a very impressive campaign which actually paid more importance for the cause than to its product. I think it was a gamble which the brand director of Unilever and the account director of Ogilvy & Mather took, and was successful to an extent, especially with the last part of the campaign; Onslaught, stating ‘Talk with your daughter before the beauty industry dose’.

I have to agree I loved the campaign at the beginning. Everyone is beautiful and the entire thing shown in the media about the highly ‘photo-shopped’ zero-size model is not the reality. Before the launch of the campaign, Unilever hired a psychiatrist, Nancy Etcoff, and psychotherapist Suzy Orbach (who had treated Lady Diana Spencer) to understand how women look at their self-esteem and describe beauty. It was followed by a series of ads interacting with the consumers about ‘real’ beauty. A very strong media planning went into action to create the buzz of the campaign. At the end, it had PR strategies that lead to the combination of the whole campaign creation: ‘Dove Real Beauty Award’ and ‘the Dove self-esteem fund’. 

It’s been a good 7 years since the campaign was launched. Although the campaign was successful in terms of creating brand awareness, it had to be taken down due to many criticisms; the 98 year old lady shown in the ad was not an average looking 90+ lady. Also, Dove had a history of using palm oil in its products, which relates to deforestation in Indonesia. This issue was taken up by Greenpeace to run a campaign called Onslaught(er) as opposed to the Dove’s ‘Onslaught’(The reason I stopped using Dove products - Onslaught(er) worked on me). There was also the issue of Unilever being two-faced, especially with its brand Axe/Lynx which is known for using women as sex symbols. A successful campaign can be criticized, but it does create a sensation and awareness.

Chanel No. 5: Every woman want it?

In my marketing communications class I had to analyse a case about Burberry and its changing brand image; not surprisingly the theme of classic-exclusive fashion brand came up. On the list was Chanel (my mum’s favourite perfume). A poster of Chanel No. 5 I saw some time ago with Audrey Tautou struck my mind (I remember her from The Da Vinci Code). My thoughts then wandered a little more and reminded me of the poster with Nicole Kidman. I then realized that Chanel was a real classic; one which has defined fashion for ladies for over a century.

Chanel No. 5 started going on sale in 1922. Today it is the world’s most famous perfume according to Earnest Beaux. The advertising campaign for the brand endorsed celebrities for the last 50 years which included Marilyn Monroe, Catherine Deneuve and Carole Bouquet.  I was curious about the name No. 5 until I found out that the name dates back to Coco Chanel days, when she was under the care of nuns. The Catholic environment that she grew up in crafted her to use the number 5 as it symbolised purity (it was also launched on 5^th of May). The perfume was a rebel for the free-spirited woman when compared to the stereotypical categories of traditional women in society during the time of its launch.

There has been, in a peculiar way, a consistence in the different media used for advertisement (their online and the physical store). The advertisements focus on the independent, successful and seductive woman - the dream of any man. Throughout the adverts, the brand and the product are very prominent. The 3 minute advert with Nicole Kidman was budgeted at £29 million. Diversifying the upper level exclusive brand was a good step taken by Chanel, which incorporated new product lines (Handbag, watch) and developed new merchandise to attract younger women (Coco Mademoiselle). Chanel has been a successful for the last 102 years. From my perspective, every girl dreams of Chanel, but what will be the future hold in the more fashion savvy world?

It feels like Christmas

Christmas is round the corner and parties are set to start soon. Now, for my luck (not sure good or bad), I have parties at both of my workplaces on the 9^th of December. I love both the places I work in (one contradicts the other), and would love attend both parties. I decided to start with one and then move into another halfway and stay there till it ends. Now, unfortunately, I don’t have the right clothes for the evening (been almost a year since I’ve been to a Christmas party), and I need to do some shopping.

Shopping means a quick scan through Oxford Street (especially Topman, H&M, River Island and New Look etc) after a long day of work. Window shopping is good for health after hard day at work. After looking around, I set my eyes on a perfect combination for the party - A nice pair of black trousers, a black shirt, a white blazer, a white tie and white belt. I don’t have to worry about the trousers and the belt.

During my break, I was going through the H&M website (H & M Blazer) and I came across this nice little white skinny blazer with a contrasting black collar. In the evening I went into the H&M store in Regent Street to try it on and it was love at first sight. Then next day again during my break, I was going through River Island’s ‘Party Starter’ and came across a black long sleeve cuff link shirt (River Island Shirt), which was another love at first sight. Got my pay yesterday, so its time to spend £39.99 and £30.00 (Hope I can use my student discount) and then I am all set for Christmas soon, but the hunt for the white tie is still on.

Benetton Group: UNHATE Foundation campaign

Benetton Group which owns United Colours of Benetton (UCB) has never been away from controversies.  The campaign of a new born baby, unwashed with the umbilical cord still attached (Most Controversial Campaign according to Guinness World Records 2000) was one of the first controversial campaigns amongst others, which included 3 pig hearts (very similar to human heart), with white black and yellow written on it, a priest and nun kissing, and an actual photo of a Mafia killing that took place in about 1982, in Palermo, Italy (was developed by photographer Oliviero Toscani). The use of ‘shock’ advertising by Benetton Group is often criticized, but is still a major topic of discussion. They have done it again with the UNHATE Foundation campaign.

I had mixed feelings when I saw the new campaign of different world leaders lip-locked together. The poster I saw was that of the President of France, Nicolas Sarkozy and the Chancellor of Germany, Angela Merkel (I thought to myself, ‘now! When did this happen?!’). After reading the whole story, I Googled the other posters and was quite shocked to see the other UNHATE posters. I have to agree that the campaign was controversial, but also rendered a converse a deep message of the current world politics and the UNHATE Foundation campaign.

UNHATE Foundation has launched an integrated and interactive marketing campaign aimed at the youth (http://unhate.benetton.com/). I have also seen the website and I do support the cause of ‘creation of a new culture of tolerance’ (Although I am not sure whether it’s a part of their corporate social responsibility).  The campaign also promotes ‘Kiss Wall’ on the website, where users can upload their picture of kiss along with an ‘UNHATE’ message. There is also a video related to the campaign. It starts by showing faces of individuals, followed by a series of confrontations and ends with a mother kissing her baby. The video showed different relationships, including people of different race and ethnicity, age, gay sex and two girls in veils passionately kissing. It’s true, people will like the campaign or hate it, but at the end, they will be talking about it.

The Topman Coat

Around a month back, I was walking past Topshop on Oxford Circus. It was a nice Sunday, and I trying to enjoy the last few days of the summer and I notice a nice coat behind the window of Topman (Window shopping can be injurious to the pocket at a later date). Two week later, the day I got paid, I went straight to Topman and I was a proud owner of the Maroon coat worth £90 (£81 after my student discount). Have to wait for another week to actually use it on a cold November Friday night for a night out in Soho.

The problem came after a week of regular use. The buttons started to get shaky. The first thing that came into my mind was that the buttons were getting used to my coat as I had found by losing buttons previously from two H&M coats. While walking out of a coffee shop, I was shocked to see a button pop out (It’s hardly 2 weeks old). A couple of day back, again, another 2 buttons seem ready to fall off the coat.

Arcadia Group, who own Topman, should check with their manufactures about the finishing. As a company, Arcadia Group although known for using ‘Tax Haven’ has a strong code of conduct based on the recommendations of International Labour Organisation (ILO). They have a good Corporate Social Responsibility. Topman’s beautiful design and unique style has attracted an urban fashion conscious group, who are loyal to the brand. I love the coat. The colour was unique, size was perfect for me and it goes with my personality. All in all, a few broken buttons will not stop me from buying cloths from Topman, however, a quality check from the company’s side would be much appreciated!

GQ. Advertisement or editorials?

Last week, I picked up a copy of GQ (I didn't plan to, but the positioning of the magazine by Waterstones worked on me) with Johnny Depp on the cover. It took out £3.99 from my pocket. The layout was the same as any other magazine from Condé Nast Publications, such as Vanity Fair or Vogue.

Got home, thought would relax and go through the magazine and read some interesting features. After struggling for more than 10 pages of advertisement, I finally found the table of contents, and after another 10 pages of scuffle, I finally found the ‘Editor’s letter’. While flipping through the pages, the IWC (International Watch Company) caught my attention. It was interesting how they, or may be their marketing agency, have come up with the advertisement, which actually looked like an editorial feature. Once I read through, I realised it was an advertisement and not an editorial. 

With nearly a million subscriptions, and most of the readers belonging to the same socio-economic group, it is no wonder that GQ is so appealing to the luxury brands for advertisement. This is a magazine where all the luxury brands aiming at the metrosexual man wants a page. The four-page TAGHeuer ad explains the necessity of the brands to advertise in GQ.

The truth is I don’t mind going through all those advertisements and wondering ‘I wish, I could have all of it’. It’s a win-win situation for all of us. The brands are reaching there targeted audience, GQ is getting its revenue and the readers have a bit of enjoyment going through the ads. Due to extravagant brands advertising in the magazine, GQ can afford to sell at a reasonable price to their targeted audience.