1. Describe the level of consumer involvement with personal care products in general. How might the Dove brand be different?
2. Describe what terminal values are involved in the Campaign for Real Beauty? Do they tie into the consumer’s needs for this product?
The case describes Dove’s Campaign for real beauty, a promotional campaign whose purpose was to send the message to women that they are beautiful the way they are. It also introduces the Dove Self Esteem Fund, which focuses on young girls and works to build their self-esteem. The case is interesting because it also provides some criticism that Dove has faced during this campaign.