The influence social marketing has on the concept of beauty in society; a case study of Dove's 'Real Beauty' campaign
(2016) The influence social marketing has on the concept of beauty in society; a case study of Dove's 'Real Beauty' campaign, no. 96.
This research explores the influence social marketing can have on society's perceptions and views, with a particular focus on the concept of beauty. The pursuit of beauty is apparent in society and society's concept of beauty has become what could be considered as distorted. This distortion has affected the concept of beauty and caused subsequent issues which affect women's mental and physical health. Efforts are being made by social marketers to combat the negative influence on the concept of beauty with a more positive one. This research questions to what extent a social marketing campaign can redefine the perceptions of a society and whether it is possible to influence a society to redefine its concept of beauty. The objectives of this study are first to identify the extent to which marketing has previously negatively impacted how individuals define beauty, and as a result their self-perception. Second, to comprehensively explore the success of Dove's 'Real Beauty' campaign and to assess how influential the campaign has been on how individuals perceive and define beauty and how they value themselves. Finally, the aim is to develop an understanding of the extent to which social marketing communications can alter an individual's perceptions. Qualitative research was carried out to gain an insight into women's relationship with the concept of beauty. This was done by conducting 10 semi-structured in-depth interviews with women between the ages of 18 and 64. The research discovered that the negative impact of beauty marketing on the concept of beauty is to a great extent altering how individuals value themselves. The findings also indicated that an individual's perceptions and definitions of beauty can be influenced by social marketing, as the Dove campaign managed to do.