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Disrupting Narratives of Beauty: Dove's Emotionally Authentic Path and the Transformation of the Industry

Nawal, Nafisa LU ; Mendoza, Daniela LU and Labrín Mesía, Loretta Mayeli LU (2023) BUSN21 20232
Department of Business Administration
Abstract (Swedish)
The purpose of this paper is to highlight the fact that Dove was one of the first brands to change the narrative of beauty. Dove has emphasized the importance of displaying realness in their campaigns, and calling attention to the fact that beauty is not perfect. By repositioning their brand and connecting with consumer insight they have been leaders in revolutionizing the beauty industry. By taking on this big shift, other brands and even industries have followed in their footsteps.
Please use this url to cite or link to this publication:
author
Nawal, Nafisa LU ; Mendoza, Daniela LU and Labrín Mesía, Loretta Mayeli LU
supervisor
organization
course
BUSN21 20232
year
type
H1 - Master's Degree (One Year)
subject
keywords
Emotional Branding, Repositioning Strategies, Consumer Insights, Beauty Industry/Makeup Industry, Authenticity
language
English
id
9151244
alternative location
https://docs.google.com/document/d/1j8JOFm6Co5YCqQysYVkzwIogA_BNVIID/edit?rtpof=true
date added to LUP
2024-05-02 10:01:13
date last changed
2024-05-02 10:01:13
@misc{9151244,
  abstract     = {{The purpose of this paper is to highlight the fact that Dove was one of the first brands to change the narrative of beauty. Dove has emphasized the importance of displaying realness in their campaigns, and calling attention to the fact that beauty is not perfect. By repositioning their brand and connecting with consumer insight they have been leaders in revolutionizing the beauty industry. By taking on this big shift, other brands and even industries have followed in their footsteps.}},
  author       = {{Nawal, Nafisa and Mendoza, Daniela and Labrín Mesía, Loretta Mayeli}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Disrupting Narratives of Beauty: Dove's Emotionally Authentic Path and the Transformation of the Industry}},
  year         = {{2023}},
}