dove real beauty campaign

dove from the unilever stable has been available in India since 1995. with the entry of dove, the premium segment in soaps in India started developing. after nearly 15 years, the premium segment hasnt really taken off and still remains a untapped. this is mainly due to the dynamics of the Indian market and its constituents who look for "value for money" in every purchase. the POD of dove is shown as having moisturising milk ( 1/4) and it being called a cream bar than a soap. though this dint really set the sales figure rolling for the simple fact that it was highly priced and for those who did make the purchase, the wear off rate was way higher than any other good soap in the market. what i really liked about the advertisements were the white background which somehow conjures purity and easy on skin image on the viewers.recently dove came up with another break through campaign " campaign for real beauty". it portrays that beauty is all about the feel good factor and that it is not concentrated in the youth segment who are models or are in the beauty enhanced businesses. this concept is new to the indian toilet soap industry and i feel the market hasnt yet matured to accept that beauty is beyond the looks. indian consumers still look in for beauty enhancing products to look and hence feel good about themselves. only a fraction of the crowd would be really interested in accepting how they are and so embracing this product which is in alignment with their opinion.i feel the campaign is actually flawed to some extent because even this fraction holds a deep desire of one day becoming what the society calls as the beauty. hence, they will also go in for beauty products. if you have noticed, some models in the advertisement belong to the mid 40s age group. true, they might still look good and hence may feel good about themselves. if this is true, then why are there so many anti-ageing creams and age miracle therapies which claims to give youthful appearances. nowadays, they have even lowered the price of the product and are having promotions as buy one, get one free. this might cause brand erosion in the long run and may prove disastrous for the premium segment product.