Presentation Title

BEAUTIFUL IS AS BEAUTIFUL DOES: AN INTEGRATED SOCIAL MARKETING CAMPAIGN TO REFRAME BEAUTY

Presentation Type

Oral Presentation

Keywords

Creative Thesis Project

Department

Communication

Major

Strategic Communication

Abstract

Female empowerment in the media and in advertising has grown into a popular trend called ‘Femvertising’. Dove was among the first brands to aim to empower women through the widely known Campaign for Real Beauty. While it is both criticized and praised, the Dove Campaign for Real Beauty has spurred on other female beauty brands to utilize messages of empowerment in their campaigns in an effort to connect to women and sell more products.

This project involved primary and secondary research to gain insights on how women view empowerment in beauty advertising, and how to best reach women based on their perspectives and opinions about female beauty. These insights were applied to the campaign creation process for TheVerbBeautiful.com, a wellness website for women that makes self-care and getting involved easier and empowering.

This project is a case study for creating an empowering beauty-related campaign targeting women in an ethical and socially minded way, presenting beauty from a balanced and holistic point of view.

Faculty Mentor

Denise Ferguson

Funding Source or Research Program

Not Identified

Presentation Session

Session C

Location

Plaza Classroom 191

Start Date

1-4-2016 4:00 PM

End Date

1-4-2016 4:15 PM

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Apr 1st, 4:00 PM Apr 1st, 4:15 PM

BEAUTIFUL IS AS BEAUTIFUL DOES: AN INTEGRATED SOCIAL MARKETING CAMPAIGN TO REFRAME BEAUTY

Plaza Classroom 191

Female empowerment in the media and in advertising has grown into a popular trend called ‘Femvertising’. Dove was among the first brands to aim to empower women through the widely known Campaign for Real Beauty. While it is both criticized and praised, the Dove Campaign for Real Beauty has spurred on other female beauty brands to utilize messages of empowerment in their campaigns in an effort to connect to women and sell more products.

This project involved primary and secondary research to gain insights on how women view empowerment in beauty advertising, and how to best reach women based on their perspectives and opinions about female beauty. These insights were applied to the campaign creation process for TheVerbBeautiful.com, a wellness website for women that makes self-care and getting involved easier and empowering.

This project is a case study for creating an empowering beauty-related campaign targeting women in an ethical and socially minded way, presenting beauty from a balanced and holistic point of view.