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Case Study: Dove’s “Real Beauty” Brand Campaign

Case Study: Dove’s “Real Beauty” Brand Campaign 6 min read

In the world of skincare, Unilever’s Dove has not only solidified its position with products promising moisture and softness but has also reshaped the beauty industry through its groundbreaking “Real Beauty” campaign, launched in 2004 . This article delves into the multifaceted facets of Dove’s campaign, exploring its inception, objectives, social impact, marketing mix analysis, key elements, pros and cons, and the profound long-term implications it has had on the brand and the beauty industry as a whole.

A Revolutionary Approach to Beauty Standards

Dove’s “Real Beauty” campaign embarked on a revolutionary journey by challenging and redefining the prevailing beauty standards. Departing from the conventional models seen in beauty ads, Dove opted for authenticity, featuring real women of diverse body types, ages, and ethnicities. This bold move aimed not only to celebrate the natural beauty of women but also to inspire a global conversation on self-image and societal perceptions of beauty.

The Objectives: Beyond Skin Deep

The campaign’s objectives were multifaceted. Firstly, Dove sought to broaden the narrow beauty standards dictated by media and society, offering a more inclusive definition of beauty. Secondly, it aimed to stimulate a global conversation, urging people to reconsider their perceptions of beauty. Lastly, Dove sought to boost women’s self-esteem by featuring diverse women, fostering a positive self-image.

Impacting Society: Beyond Beauty Products

The social impact goals were evident from the outset – Dove aimed to change the narrative around beauty, inspiring women worldwide to embrace their unique beauty. Furthermore, the campaign sought to influence other brands and the advertising industry to adopt a more inclusive and realistic portrayal of women.

Analyzing the Marketing Mix

Dove’s “Real Beauty” campaign serves as a stellar example of a well-executed marketing mix, strategically incorporating the four Ps – Product, Price, Place, and Promotion.

• Product : Beyond skincare, Dove sold an idea – a new definition of beauty that was inclusive and diverse.
• Price : The brand maintained its value-based pricing strategy, reinforcing the message that real beauty is not a luxury but a right accessible to every woman.
• Place : Widely available globally, Dove’s products reached a broad audience. The digital presence further expanded its global reach, making it a conversation transcending borders.
• Promotion : The campaign leveraged unconventional strategies, featuring real women across various mediums, from TV commercials to digital platforms.

Key Elements of Authenticity

The campaign’s authenticity lay in its use of diverse models and the introduction of the “inner goddess” concept. By showcasing real women of different ages, sizes, and ethnicities, Dove aimed to boost self-esteem and change the narrative around beauty.

Navigating Pros and Cons

While the campaign successfully shifted beauty ideals towards inclusivity, it faced criticism for inconsistencies, particularly concerning Unilever’s ownership of brands with contradictory messages. Instances of racial insensitivity in certain ads also sparked public outcry. Despite these challenges, the campaign significantly impacted the beauty industry and resonated positively with consumers.

https://www.youtube.com/watch?v=XpaOjMXyJGk

Results and Outcome of the Campaign

Dove’s “Real Beauty” campaign was not only a triumph in challenging traditional beauty standards but also an exceptional success in terms of its financial impact and long-lasting resonance. The results can be analyzed based on the information provided:

Free Media Exposure:

The campaign generated remarkable buzz, resulting in free media exposure worth 30 times Dove’s initial spend . This indicates the campaign’s extraordinary reach and effectiveness in capturing public attention.

Website Engagement:

The campaign’s website drew a substantial 1.5 million visitors . This high level of engagement suggests that people were actively seeking more information about the campaign, indicating a strong public interest and involvement.

Viral Videos:

Dove strategically released a series of viral videos that resonated with viewers. These videos aimed to showcase the self-critical nature of women regarding their appearance while highlighting their true beauty. The viral nature of these videos amplified the campaign’s impact and facilitated widespread conversation.

Inclusive Advertising:

Dove’s decision to feature women of all shapes and sizes in their underwear, with the tagline “ Tested on real curves ,” was a pivotal move . It challenged the conventional use of runway models in beauty advertisements and celebrated the diversity of everyday women. This approach resonated positively with the target audience, fostering a sense of representation and inclusivity.

Financial Impact:

The most tangible result of the campaign’s success was reflected in Dove’s finances. The company experienced a remarkable 10% increase in revenues within a single year. This substantial growth indicates not only a positive response from consumers but also the campaign’s effectiveness in driving sales.

Long-Term Sustainability:

The campaign’s enduring success is noteworthy, considering it is still running nearly 20 years later. This longevity underscores its sustained impact on Dove’s brand image and continued relevance in addressing societal perceptions of beauty.

Inspiring a Movement

The revolutionary impact of Dove’s campaign transcends the beauty industry. It has inspired other brands across various sectors, from lingerie with Aerie’s #AerieREAL campaign to cosmetics with CoverGirl’s #IAmWhatIMakeUp initiative. Even sports apparel, as seen in Nike’s ‘Better For It’ campaign, has embraced inclusivity, inspired by Dove’s groundbreaking initiative.

Conclusion: A Lasting Legacy

Dove’s Real Beauty campaign has left a lasting legacy in the marketing world, not only for its strategic approach but also for the profound impact it had on societal perceptions of beauty. The campaign’s success can be attributed to several key factors that set it apart from traditional marketing strategies.

Emotional Connection:

Dove’s ability to tap into people’s emotions played a pivotal role in the campaign’s success. By addressing a sensitive and prevalent issue – women’s self-image – Dove created a deep emotional connection with its audience. The campaign resonated with the insecurities many women face, fostering a sense of empathy and understanding.

Empowerment Over Exploitation:

Unlike some marketing campaigns that leverage fear, shame, or the desire to conform to societal standards, Dove chose a path of empowerment. The brand celebrated women for who they were at that moment, rejecting unrealistic beauty standards perpetuated by the media. This approach not only differentiated Dove from its competitors but also contributed to building a positive brand image.

Everyday Product Focus:

The decision to center the campaign around everyday products, such as soap and body wash, showcased Dove’s commitment to promoting realistic beauty standards in everyday life. This strategic choice allowed consumers to actively participate in promoting a new paradigm while purchasing products they regularly use. This broad appeal significantly contributed to the widespread success of the campaign.

Affordability and Accessibility:

Dove’s commitment to offering affordable and accessible products further amplified the impact of the Real Beauty campaign. By keeping prices reasonable and ensuring widespread availability in stores like Target, Walmart, and convenience stores, Dove made it easy for a diverse range of consumers to support the cause. This inclusivity ensured that the success of the campaign wasn’t limited to a specific demographic with higher purchasing power.

In conclusion, Dove’s Real Beauty campaign stands as a testament to the power of authenticity, empathy, and social responsibility in marketing. By addressing a societal issue with sensitivity and promoting positive change, Dove not only garnered customer loyalty but also contributed to a broader conversation about inclusivity and self-acceptance. The campaign’s impact transcended the realm of marketing, leaving a lasting legacy and setting a benchmark for brands aspiring to make a meaningful difference in society through their advertising efforts.

Also Read: Dissected: Snickers “You’re Not You When You’re Hungry” Campaign

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How Cult Beauty drove a +1.6% higher purchase rate for brands with validated green claims

Cult Beauty is increasing purchase conversion and customer sentiment by integrating validated sustainability claims at key touchpoints in the customer journey.

Cult Beauty

+1.6% higher CVR 5% increase in post-purchase shopper sentiment

110+ participating brands and 2,000+ products

Responding to shoppers' demands for transparency

When 23,000 Cult Beauty shoppers shared in a survey that transparency was a priority when shopping for beauty online, the Cult Beauty team knew they had to keep innovating to maintain the brand's status as a trusted e-commerce retailer. Cult Beauty is one of the UK's fastest-growing online beauty businesses, selling more than 300 brands and operating internationally. But protecting long term value relied on clearly communicating social and environmental impact information to shoppers. By doing so, Cult Beauty also aimed to grow the market for truly sustainable brands and help establish benchmarks for new brands joining the retailer.

Using validated claims data to harness sustainability in the customer journey

Cult Beauty is harnessing validated sustainability claims data to boost visibility, traffic and conversion for participating brands, at strategic moments in the customer journey.

Using Provenance’s Proof Point data, Cult Beauty has delivered its highly successful Cult Conscious edit and beauty box, configured values-based search filters and enhanced PDPs with conversion-optimised sustainability content.

By connecting participating brands with conscious shoppers, the fast-growing retailer is not only empowering their customers to make informed purchases, but powerfully rewarding brands for their transparency and sustainability commitments.

The results

5% higher shopper sentiment.

Cult Beauty drove improved post-purchase shopper sentiment by 5% (according to a survey of 23k customers) by publishing transparent, validated sustainability claims.

+1.6% higher conversion rate

By leveraging sustainability on product pages and in supporting Cult Conscious marketing campaigns, brands with Proof Points saw higher purchase rates.

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“We are always looking for ways to empower our customers by providing the information they need. Provenance provides next-generation proof-point transparency, allowing consumers to do their due diligence around brand claims.”

Alexia Inge

Former Co-founder & Co-CEO, Cult Beauty

Leading brands are growing brand value with Provenance

Pai skincare is driving brand trust with consistent sustainability claims across retail channels.

Anchor is building customer trust with honest impact claims

Turn positive social and environmental impact into brand value.

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Home Blog for TikTok Industry Insights Influencer marketing success stories Elf Case Study: TikTok Marketing Lessons For Beauty Brands

Elf Case Study: TikTok Marketing Lessons For Beauty Brands

Dances, songs and memes are a few types of videos that go viral on TikTok. But have you ever wondered how a beauty brand becomes a viral sensation on TikTok? The answer lies in finding the perfect marketing mix of organic virality plus a paid marketing strategy that keeps your brand in front of your audience’s eyes, leading to more engagements, more sales, and more success! Our team at House of Marketers , has put together an article to present Elf Cosmetic’s case study, as it’s a pretty interesting one.

Elf Cosmetics has found its share of viral success on TikTok. Not just once, but many times. Over the years, Elf has successfully leveraged TikTok to create buzzworthy campaigns that not only increased their brand visibility but also engaged a new generation of beauty enthusiasts. 

We are going to be discussing how Elf utilised TikTok’s Viral potential by being creative and genuine.. We will also discuss the strategy and the execution behind Elf Cosmetics’ TikTok triumph, offering insights and takeaways for beauty brands looking to harness the power of social media marketing.

Elf Cosmetics – Beauty Brand TikTok Case Study

Elf Cosmetics, which stands for “Eyes Lips Face,” is celebrated for its commitment to inclusivity, innovation, and cruelty-free practices. Since its inception, Elf has focused on making luxurious beauty accessible to all, earning a loyal customer base. Their dedication to high-quality, vegan, and cruelty-free products has made them a favourite among ethically-conscious consumers.

The Strategy Behind Elf’s TikTok Success

Elf Cosmetics’ TikTok success is rooted in several key strategies:

• Understanding the Platform – TikTok is known for its authentic, creative, and interactive content. Elf recognized this and tailored their approach to fit the platform’s unique style.
• Creating Engaging Content – Elf’s campaigns focused on creating engaging and shareable content that resonated with TikTok’s audience.
• Influencer Partnerships – Collaborating with influencers who genuinely connected with their audience helped Elf amplify their reach and credibility.
• Always-Engaged Strategy –  Maintaining continuous engagement through a mix of organic and paid strategies ensured sustained interest and interaction.

Let’s break down their strategy in detail using their two most famous campaigns as an example. 

Organic Marketing – Creating the Viral Song #EyesLipsFace 

One of the standout moments in Elf’s TikTok journey was the launch of the #EyesLipsFace challenge in October 2019. This campaign was groundbreaking as it was the first time a brand commissioned an original song specifically for a TikTok campaign.

Elf collaborated with Grammy-winning producer iLL Wayno and rising artist Holla FyeSixWun to create a catchy 15-second clip. The song, inspired by the catchy beats popular on TikTok, was designed to be instantly engaging and easy to remember. According to the creators, the goal was to make a song that felt native to TikTok, blending seamlessly with the platform’s organic content.

The campaign strategically tapped popular TikTok influencers, including Brittany Tomlinson (the “kombucha girl”), to promote the challenge. These influencers created and shared videos lip-syncing to the song, encouraging their followers to participate. This strategy effectively leveraged the influencers’ reach and credibility, making the challenge seem organic and relatable.

@avani eyes, lips, face, SAFE &lt3 # eyeslipsface # elfpartner # ad @elfyeah ♬ Eyes. Lips. Face. Safe. e.l.f. Cosmetics – e.l.f. Cosmetics

To further drive engagement, Elf encouraged users to create their own videos using the song and tag them with #EyesLipsFace. The challenge quickly gained traction, with thousands of users participating and creating a cascade of user-generated content.

The #EyesLipsFace challenge was a massive success:

• Engagement: Generated millions of views, likes, and shares.
• Reach: Videos tagged with #EyesLipsFace amassed nearly 1.2 billion views.
• Sales and Conversions: The campaign led to a substantial boost in website traffic and sales.

Elf Cosmetics TikTok Ad Campaign: Always-On Strategy

Following the success of the #EyesLipsFace challenge, Elf Cosmetics continued to produce engaging content on TikTok. In 2022, another campaign was launched on TikTok to build on their previous success.

Elf implemented an always-on strategy that involved continuous engagement through a combination of standard In-Feed Ads and Dynamic Showcase Ads, powered by TikTok’s recommendation engine. This approach allowed for personalised ad targeting at scale, delivering curated experiences to the most relevant audiences.

“We have been able to test and learn on the platform and create a winning formula. Helping us consistently reach out to the TikTok community has allowed us to reach new customers and enabled us to efficiently test our messaging to ultimately drive down acquisition costs.” 

– Patrick O’Keefe, VP Integrated Marketing Communications, e.l.f. Cosmetics.

The centrepiece of the campaign was the #eyeslipsface challenge, which invited users to showcase their creativity by creating makeup looks using Elf products. Elf produced a variety of engaging videos featuring influencers and everyday users. These videos highlighted the versatility of Elf products and encouraged participation in the challenge.

They partnered with popular TikTok influencers who had a strong connection with their audience. These influencers created and shared content that was both authentic and aligned with Elf’s brand image. 

The campaign was executed in phases to maintain momentum and maximise reach. It began with teaser content to build anticipation, followed by the official launch of the challenge. Continuous updates and new content kept the audience engaged throughout the campaign. By adopting a full-funnel strategy, Elf was able to drive efficient acquisition costs and test their messaging effectively. This comprehensive approach allowed them to extend their reach, engage users, and convert them into customers.

The #eyeslipsface campaign was a resounding success, achieving impressive results across various metrics:

• The challenge generated millions of views, likes, and shares.
• The campaign reached millions of users, significantly increasing brand awareness.
• Elf Cosmetics saw a substantial boost in website traffic and sales, as users were inspired to purchase the products featured in the videos.
• Achieved a 56% reduction in Cost-Per-Acquisition (CPA).
• Achieved a 1.9x conversion click-through rate over benchmark.
• Conversion CPC was 49% lower than benchmark.

The campaign exceeded its initial objectives, demonstrating the effectiveness of their strategic approach. The campaign fostered a strong sense of community among beauty enthusiasts. Users appreciated the inclusive and creative nature of the challenge, leading to positive feedback and increased brand loyalty.

Source: e.l.f. Cosmetics  

What Makes Elf’s Marketing Strategy Brilliant: Marketing Mix Analysis

Elf’s commitment to high-quality, affordable beauty products is a cornerstone of their brand. Their range of vegan and cruelty-free products appeals to a wide demographic, particularly ethically-conscious consumers.

Elf’s pricing strategy focuses on making luxury beauty accessible to all. By offering professional-quality products at affordable prices, Elf has managed to attract a broad customer base.

Elf’s products are widely available through various channels, including online stores, major retail chains, and their own branded stores. This extensive distribution network ensures that their products are easily accessible to consumers.

Elf’s promotional strategies have evolved significantly over the years. From traditional advertising to leveraging social media platforms like Instagram and TikTok, Elf has continuously adapted to changing market trends. Their innovative use of TikTok for the #EyesLipsFace challenge is a testament to their ability to stay ahead of the curve.

TikTok Marketing Lessons for Beauty Brands: House of Marketers’ Insights

Highlight your unique selling proposition (usp).

If your brand has a unique feature or standout quality, make it the focal point of your marketing strategy. For example, Elf’s commitment to cruelty-free and vegan products was prominently featured in their campaigns. Use your USP to differentiate your brand from competitors and create a strong identity.

A well-defined USP helps in creating a distinct brand image that resonates with your target audience. Highlighting your unique qualities can attract like-minded consumers and build brand loyalty.

Authentic Content

Prioritise creating content that resonates deeply with your audience. Authenticity is key. Elf’s success with the #EyesLipsFace challenge was due to its genuine and relatable content. Incorporate user-generated content that feels natural and aligns with your brand’s values. Showcase real people using your products in everyday settings to build trust and relatability.

Think about it, users on TikTok favour content that feels genuine over highly polished ads. Creating content that reflects the spontaneous and authentic nature of TikTok can significantly enhance engagement.

Influencer Partnerships

Partner with influencers who have a strong, genuine connection with their followers. Look for influencers whose values align with your brand. This can amplify your campaign’s reach and credibility. When selecting influencers, consider those who have a history of authentic engagement rather than just a high follower count.

Influencers can drive higher engagement and authenticity. The right influencer partnerships can make your campaign feel more organic and relatable, as seen in Elf’s campaign with Brittany Tomlinson.

Engaging Challenges

Develop interactive challenges that encourage user participation. Challenges like #EyesLipsFace can generate organic content and significantly boost visibility. Ensure the challenge is fun, easy to participate in, and closely tied to your brand.

Interactive challenges can lead to a viral spread of content, as users enjoy participating and sharing their creations. This user-generated content can exponentially increase your campaign’s reach.

Full – Funnel Approach

Adopt a full-funnel strategy to drive efficient acquisition costs and test your messaging effectively. Utilise a mix of top-of-funnel awareness campaigns and bottom-of-funnel conversion tactics to nurture and convert leads.

Insight: A comprehensive approach allows you to extend your reach, engage users at different stages of the buying journey, and convert them into customers. Elf’s use of Dynamic Showcase Ads and In-Feed Ads exemplifies this strategy.

Always – Engaged Strategy

Maintain continuous engagement with your audience through a mix of organic and paid strategies. Consistently update your content and introduce new elements to keep the audience engaged over time.

Continuous engagement helps sustain interest and interaction, preventing audience fatigue. This strategy was crucial in Elf’s ongoing success on TikTok.

Creating a Community

Focus on building a community around your brand. Encourage user-generated content and actively engage with your audience. Host live Q&A sessions and interactive polls to involve your audience in product development decisions.

A community-driven approach can significantly enhance customer loyalty and create a sense of belonging among your customers. Elf’s interactive approach fostered a strong sense of community among beauty enthusiasts.

Leveraging User Feedback

Actively listen to and act on user feedback to improve your product offerings. Monitor comments and direct messages to gather insights on customer preferences and experiences. Use this feedback to make data-driven decisions and introduce new products that align with customer needs.

Leveraging user feedback helps in making informed decisions and keeps your product offerings relevant and appealing. Elf’s responsiveness to user feedback helped them stay aligned with customer expectations.

The Elf Cosmetics TikTok campaign is a prime example of how to leverage social media to boost brand visibility and engagement. By creating authentic, engaging content and collaborating with influencers, Elf successfully increased brand awareness and drove sales. 

For beauty brands seeking similar success, the strategies and insights highlighted in this case study provide a valuable roadmap. If you’re inspired by the success of Elf Cosmetics and looking to elevate your social media marketing efforts, House of Marketers is here to help. 

Inspired by Elf Cosmetics’ success? Partner with House of Marketers to create impactful influencer campaigns and harness the power of TikTok for your brand. 

Our expertise in crafting authentic, engaging content and leveraging influencer partnerships can help your brand achieve outstanding results. Contact us today to learn more about our services and how we can help your brand shine on social media. Let’s make your brand the next viral sensation!

House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here .

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Building loyalty that’s beyond skin deep

Leveraging the personal touch to hook consumers in a crowded market.

With a century of history and distribution in over 129 countries around the globe, Maybelline New York is one of the world’s most recognizable cosmetics brands. However, the beauty industry landscape is constantly evolving, and consumer interest is even more driven by the latest and hottest trends than in other categories. To keep its brand perception fresh and reinforce its leadership position, Maybelline turned to AMP to encourage women to explore new looks by taking trends and colors from the catwalk to the sidewalk.

Here’s how we helped increase awareness and drive consumers to retail through a one-on-one beauty consultation like no other.

Standing Out in the Beauty Battle

The beauty and cosmetics categories are packed with thousands of brands offering similar products, all fighting for the attention of consumers. While a leading brand like Maybelline may be viewed as a beauty mainstay, it may also be viewed as tradition-bound and susceptible to challenger brands. In such a crowded category, inducing trial is just as essential for a leading brand as it is to start-ups in order to continue standing apart from the pack. However, getting consumers to experiment with cosmetics is notoriously difficult, particularly if the product is new to the market.

Glamour and Inspiration from a Fashion Icons

As the multitude of fashion and beauty media outlets demonstrate, a sizable percentage of female consumers look to fashion icons and celebrities for make-up inspiration, and Maybelline customers are no different. Many women yearn to be part of glamorous experiences like backstage at Fashion Week. We knew that by leveraging Maybelline’s long-standing connection to the fashion world, we could create events that would evoke a similar experience of glamour and exclusivity.

Taking the Red Carpet on the Road

To deliver the exclusive feeling of New York’s high fashion world to consumers, we helped Maybelline introduce the Color Studio Tour – a dedicated studio that treated visitors to an unforgettable VIP experience. Color Studio provided custom on-site makeovers and makeup consultations using Maybelline products, exclusive Fashion Week content, free product trials, and coupons to drive to retail.

Maybelline set out to reach consumers across the country by bringing Color Studio to events of all types and sizes for maximum reach.

Experiential

Fashion week nyc.

The Color Studio made a big splash at New York Fashion Week, with a 20’ x 40’ space that welcomed consumers not attending the show to get a glimpse into the allure of Fashion Week. The studio offered complimentary make-up consultations and an interactive Maybelline NY vending machine. Best of all, the ultimate fashion icon herself, Anna Wintour, made appearances on-site and distributed branded Fashion Week t-shirts and other VIP giveaways.

Walgreens Integration

We also created an exclusive Color Studio experience, built specifically for Walgreen’s, that transformed their in-store beauty sections into a backstage at Fashion Week experience. Monitors ran footage of the live runway shows while consumers were treated to on-site makeovers from professional stylists, driving immediate sales.

Shecky’s Girls Night Out

To establish reach on a broader scale, we partnered with nationwide promoter and media company Shecky’s Girls Night Out to bring Color Studio to its events. The Color Studio at Shecky’s events included an on-site retail partnership with Target that allowed consumers to purchase products on the spot. A custom-built catwalk allowed attendees to flaunt their new Maybelline NY look and share it with friends via social media.

College Campus Tour

Finally, Color Studio went back to school with a college campus tour that provided tips, tricks and makeovers during college fashion weeks. This tactic not only raised awareness among an influential female demographic, it also created a lasting bond with a new wave of brand loyalists: Millennials.

Our work with Maybelline New York’s Color Studio extended the brand’s reach both online and offline, reinforcing its credibility and market leadership in the category. More specifically, the campaign amplified brand awareness in desired demographics, encouraged product trial, and continued to drive consumers to retail through on-site sales.

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