It’s no secret that Just Ask a Woman has been critical about Dove’s Campaign for Real Beauty. In fact, we wrote an entire chapter about it in our book, What She’s Not Telling You, Why Women Hide the Whole Truth. Why? While women publicly cheered for the campaign, Dove’s sales slowed and then flatlined. Our conclusion: Women want to know that when they put their money on the beauty counter they are getting a product backed by science and technology and of course, results. It’s hard to sell ‘Love the Skin You’re In’ .
So I was excited this morning as I was going through my own beauty routine and watching the Today show (before I had to give the TV over to Elmo), to see Dove’s new commercial for VisibleCare Body Wash. The commercial reveals a photo shoot with real women getting close-ups taken by a fashion photographer. Then the women are asked to use the body wash for a week and are brought back to see their close-ups…what do they find? Close-ups of their skin…before and after shots, and the difference is dramatic.
Dove got it right – they bring us real women which stays true to their brand image but they promise us results, in only a few weeks, backed by technology that is clinically prove to visibly improve skin (“highest concentration of Nutrium Moisture™” – I don’t know what that is but I want it now!) The website provides visual proof and information about the science behind the product.
Women love before and after pictures and we love results. The Whole Truth is that real beauty is on the inside and the outside. I love that Dove is finally focusing their message to what matters most with women and I bet they’ll love what it does to their bottom line.
I just downloaded my $1 off coupon from the website and will be headed to Duane Reade on my way home tonight!
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