Dove

 Personal hygiene market valued at 64.4 billion in 2021 and is expected to grow at 5% a year till 2026

revenue in beauty and personal care is around 571 billion and is expected to grow at 3.8% yearly till 2027

Some products skyrocketed during COVID 

In beauty and personal care market around 37.5% of total revenue was made through online sales.

Cocooning- the growth in people remaining idle at home and shopping online.

Be Novel and experimental - unique and new products gain a lot of interest.

Environmental responsibility- sustainability is important to companies image as it is increasingly on consumers minds. Some companies get scrutinized and loose sales due to lack of environmental consciousness.

Wellbeing and health- Awareness of personal health is paramount - consumers seek guidance with their products and want to 'buy' a healthy life - clean is important.

Value for money - consumers are caring less for expensive exclusivity and have an increase in demand for products to be good value for their money.

DOVE-

Doves new ads challenged the expected bodies and views of women by showing real and relatable women for their models and ads after finding out that over 68% of women said they felt worse about themselves after reading a women's magazine. Their old ads were more typical of the times however still showed women in natural portrayals. 

FAIRY LIQUID AD-

*Stereotypical housewife 

 OXO Cube Ad-

*Also stereotypical

*Well spoken

*Cooking dinner

The 'good mother' stereotype is an idea crafted and reinforced by the media that the woman of the house cooks, cleans and does most domestic jobs.

The idea that all mothers are glamourous, calm, loving and organized
Operates in the kitchen

Intertextuality- The shaping of a text's meaning by another text. It is a 'nod' or allusion to a similar or related work that is designed to reflect and influence an audience's interpretation of a text. 

Hashtags are a type of intertextuality that helps bring more attention to a media form - typically in advertising campaigns.

Dove BRM ad-

Photographers immersed themselves in 6 real mothers' lives in order to capture the 'realest' possible image of them in order to break the intimidating mold that caused mothers to feel inadequate 

Dove hired Pulitzer prize photographers 

-average of 8 mins was spent viewing the posts

-10.3% of market share switched to baby dove after the ad campaign

-out of home ads (eg billboards), print, and online ads

C-lower/middle class

A-30-40

G-women

E-any

D-able bodies

Pros of Hashtags-

-allowed free advertising as people could repost under the hashtag - increases user interactivity

-all in one space

-increases brand awareness

-relevant to the times (2018 was hashtags peak popularity)

-replaces the product image