By all accounts it was a runaway success.
In 2004, Dove’s Real People campaign exploded onto public consciousness. It was featured on Oprah, Salon Magazine, LA Times, and the Today Show to name a few media outlets. The campaign won two Cannes Lion Grand Prix awards. Millions and millions of people worldwide saw these ads and commented on them.
Yet none of this translated to sales in the long run.
Six years after Dove’s Real People Campaign kicked off, the facecare line was quietly discontinued in Canada.
Why didn’t it work?
Because people don’t want to be faced with reality.
Because people already know what they have now right now.
Because, despite feeling worse when looking at skinny women, ads with skinny models just sell more.
The beauty industry (and much of luxury) is about selling something aspirational. By buying this product, you’re hoping in some way to get some sort of transformational benefit. You and I might not look like Aishwarya Rai tomorrow (considered the most beautiful person in the world), but at least we want to buy into the belief that we’ll look better than we do now.
Ergo, if a product is promising consumers what they already see in themselves, then why on earth would they feel the need for your product?
Uh huh. You’re welcome. 🙂
Think about it. From which “person” would you want to buy into more?
I think a more effective campaign might have been a slight twist on real people. Instead of showing just real people with their imperfections on display, perhaps showcase transformations of real people into something gorgeous. The Real People Campaign could have raised consciousness, but then tap into our desire to dream by showing how much more gorgeous these real ladies can become. Think about the popularity of makeover shows. Or The Biggest Loser (yes, I <3 this show. 🙂 )
So next time you think about showing the imperfect truth, consider if that’s what your consumer really wants.
p.s. Yes, I sometimes wish I looked like these ladies. But I’ll trade for being +2″ in taller. Scrap all that, I trade it all for a business startup idea that I feel passionate about again and stick to my current imperfect self. 🙂
Thanks Vanessa and Patrick for the original conversation that sparked this post. 🙂
