Keeping it real

Happy Friday,

How was your week? 

At my house, it's back-to-school week. There is an equal amount of excitement about new school supplies and seeing their friends again paired with apprehension about having the "right" teachers in their class. Luckily, it's a yes so far—phew!

Earlier this week, I was asked which brand I thought had the best work. My answer was, hands down, Dove. 

Especially with their latest campaign released a week ago, Beauty never gets old, casting 10 60+ women (not actors or models) to show up as who they are. 

And it's a gem. The energy, the music, everything ties well to their long-time brand purpose, Real Beauty. So, having already written on it, I thought I'd share a previous newsletter. 

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May 2023, Soap for Soap 

Consumers no longer want just a product or a service. 

They want to see how brands are actually driving purpose and see proof that it's not just a nice and shiny marketing campaign; they want a brand that talks the talk and walks the walk.

With so much offer around us, each purchase is now a vote toward something.

Dove is a commodity brand that has offered soap, shampoo and other beauty products since 1957. One would argue that any soap is good soap and that Dove is just one of many that produce some. 

But add the heavy lifting they've been doing on breaking beauty standards, and you have brand purpose and loyalty. Their work has been impressive since the launch since 2004 of Real Beauty (and hard to watch all at once)

Onslaught, 2007

Labour of Love, 2011

Beauty Sketches, 2013

Inner Critic, 2014

Real Beauty, 2015

Courage is Beautiful, 2020

Reverse Selfie, 2021

Together, we can end hate appearance, 

Toxic Influence, 2022

Cost of Beauty, 2023 

New to this list is The Code, 2024

Building an emotional benefit with a brand is a powerful repellent against switching while ensuring loyalty and sustainable growth.

Some blame Dove for doing it just for the money, but when you realize that only 2% of women think they are beautiful, wouldn't you take the chance, soap for soap, to choose Dove and bring it to 3, 4, or a daring 5%!

I'm raising 3 amazing women; the biggest gift I want to give them is self-confidence.

I'll take the chance.

See you next week