CASE STUDY Case Study Dove $-$ Campaigning for Real Beauty Dove launched the Campaign for Real Beauty in $2004,$ in response to the findings of a major global study, The Real Truth About Beauty: A Global Report, which had revealed that only $2\%$ of women around the world would describe themselves as beautiful $($Etcoff$,$ Orbach, Scott, & DAgostino, $2004).$ The main message of the Dove campaign was that womens unique differences should be celebrated, rather than ignored, and that physical appearance should be transformed from a source of anxiety to a source of confidence. This message was delivered through a variety of communication means, including TV commercials, magazine spreads, talk shows, and a worldwide conversation via the Internet. Despite the immense popularity and commercial success of the campaign, it has also been subject to much criticism. Many critics have relentlessly questioned and brought into focus the campaigns mixed messages, which have left some consumers feeling ambivalent towards the Dove brand. On the one hand, the Dove Campaign for Real Beauty can be viewed as espousing a positive message, with the goal of changing womens attitudes toward their perception of beauty. On the other hand, consumers are also aware of the campaigns conflicting goal, one that is imperative and alike to all advertising campaigns, which is to increase sales. Dove's new promotional campaign tried to break away from the stereotype images of beauty portrayed by the media and advertisements. The campaign titled 'Campaign for real beauty' caught the attention of the public. Dove, a leading cleansing brand from Unilever, has been criticized for coming out with campaigns portraying stereotypic definitions of beauty which promoted the idea that looking great meant being thin. "People feel under pressure to improve their appearance, even at times such as childhood, pregnancy and later in life, when, traditionally, it was OK not to bother," said Tamar Kasriel, Head $-$ Knowledge Venturing, Henley Center, a marketing consultancy.Questions:

$1.$ Assess the challenges the "Campaign for real beauty" campaign faced and will face in the future.

$2.$ In which ways were "Campaign for real beauty" unique as compared to promotional campaigns of beauty companies?