Disrupting Narratives of Beauty: Dove's Emotionally Authentic Path and the Transformation of the Industry
(2023) BUSN21 20232Department 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:
http://lup.lub.lu.se/student-papers/record/9151244
- author
- Nawal, Nafisa LU ; Mendoza, Daniela LU and Labrín Mesía, Loretta Mayeli LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN21 20232
- year
- 2023
- 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}}, }