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
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.