eos Products’ Post

Thank u next to brand fixes – How EADEM drove 6x revenue growth with hyper-focussed brand communications! ICYMI, EADEM is a melanin-first skincare brand that’s made SPECIFICALLY made for women of colour. And they’re doing a DAMN good job of making sure their comms touch the souls of brown women, all over the world. At least, that’s what it did for me. Here’s  1. Cultural nuance: EADEM doesn't generalize, they target and that’s exactly what brands need to do! Their campaigns speak directly to the unique skincare challenges women of color face, using language that resonates deeply. 2. Visuals that reflect reality: There’s no tokenism here. EADEM’s use of diverse models in their “Melanin-Rich Essentials” line isn’t just representation—it’s normalization. 3. Messaging with empathy: They don’t just sell a product— the brand tells the story of reclaiming beauty standards for women of color. The brand goes deeper and connects emotionally by addressing your audience's lived experiences 4. Community-building: EADEM doesn’t believe in monologues, but dialogues. From Instagram Lives to their blog, the brand fosters a space where women of color can share stories and support each other. EADEM cut through the skincare industry clutter and niched down on women of colour, talking direction with them! Their brand goes beyond sales and that might just be the magic formula. #BrandComms #BrandingTips #EademBranding

Every Wednesday, join me as I delve into the memorable stories behind some brand's most iconic campaigns. Discover the inspiration, creativity, and impact that have shaped their journeys, one captivating tale at a time. #BeyondTheLabel #BrandNarrative #CampaignStories Today, we're revisiting the iconic Dove campaign that revolutionized beauty standards. Let us together explore the empowering story behind this groundbreaking movement. Launched in 2004, the campaign was created by the global skincare brand #Dove, which is owned by #Unilever. The Dove "Real Beauty" campaign aimed to challenge narrow beauty standards by celebrating diversity and authenticity. Through the "Real Truth About Beauty" study, Dove revealed widespread insecurity among women due to unrealistic media portrayals. Featuring real women in unretouched images, the campaign highlighted the gap between idealized beauty and reality, exemplified by the "Evolution" video. Its success sparked conversations about beauty standards and inspired other brands to rethink their approach. Dove's ongoing initiatives, like the Self-Esteem Project, continue to promote self-acceptance and empowerment. The remarkable success of the Dove "Real Beauty" campaign can be attributed to several key factors: 1. By featuring everyday women, Dove conveyed a message of inclusivity and empowerment that resonated with audiences. 2.Dove challenged conventional beauty norms by showcasing diverse women, striking a chord with #consumers tired of unrealistic ideals. 3. Addressing sensitive topics like self-esteem and body image fostered a deep emotional connection with Dove's audience. 4.Dove's transparency, exemplified in the "Evolution" video, earned credibility and trust among consumers. 5. The campaign sparked important conversations about societal issues, aligning Dove with the values of its audience. 6. Leveraging various platforms ensured maximum visibility and engagement. 7. Dove's continuous adaptation and expansion have maintained relevance and sustained the impact of the campaign over time. Here's a blueprint of the strategy behind the campaign: 🔎Identifying the Problem. ➡️ Defining the Objective. ➡️ Craft a powerful and compelling message. ➡️ Select the Marketing Medium. ➡️ Create Authentic, Relatable & Empowering Content. ➡️ Engaging with the Audience by inviting women to share their own stories and experiences with beauty using the hashtag👭 #RealBeauty. ➡️  Measuring Impact and Iterating ➡️ Fostering Partnerships with various organizations, experts, and influencers. Over the years, the Dove "Real Beauty" campaign has continued to evolve and expand its message of self-acceptance and empowerment. It has included initiatives such as the Dove Self-Esteem Project, which provides resources and educational materials to help young people develop positive body image and self-esteem. Dove #storytellingforbusiness #branding #marketing

If Dove spoke only about high-quality ingredients in its beauty products, you perhaps wouldn't have known Dove as one of the greatest brands. People admire Dove for its aim at building self-confidence in women and children - because that's the story Dove passionately tells the world. What's your story? #branding #storytelling #marketing #marketingskills

How Dove’s Real Beauty Campaign Revolutionized Beauty Marketing (and What Marketers Can Learn)🕊️ In 2004, Dove launched its Real Beauty campaign—and changed the beauty industry forever. What started as a bold move to challenge traditional beauty stereotypes became a global movement for authenticity, self-esteem, and inclusivity. At a time when beauty ads were dominated by unrealistic standards, Dove’s decision to feature real women in their campaigns, instead of models, struck a powerful chord. So, how did Dove transform a soap ad into a global conversation about self-love and confidence? It wasn’t just clever marketing—it was a genuine commitment to address the disconnect between how women felt about themselves and the impossible standards society imposed. Only 2% of women considered themselves beautiful. Dove wanted to change that. And it worked. Dove’s “Evolution” video, which exposed the magic (and distortion) of digital retouching, went viral, helping millions realize that the images we see in the media are far from reality. This wasn’t just a marketing win—it was a cultural reset. Why It Still Matters Today Two decades later, Dove remains committed to promoting self-esteem and inclusivity. Their self-esteem project has reached over 60 million young people in 150 countries, helping to educate and uplift a generation that often struggles with body image issues in today’s digital age. If you’re curious to learn more about the groundbreaking Dove Real Beauty campaign and the long-lasting impact it has had, read our full blog post here👇 https://lnkd.in/eHWhyVAE

How Dove went from soap 🧼 To the home of real beauty When Dove hit the market in 1957 it was a simple cleansing product. Now, it's associated with body positivity and inclusive beauty 👗 Dove realised women wanted more than just clean skin, they wanted to feel good about their bodies 💃 In 2004 Dove launched a campaign featuring diverse, "real" women, challenging unrealistic beauty standards that were glamorised by the media. Prior to the campaign 68% women surveyed strongly agreed that "the media and advertising set an unrealistic standard of beauty that most women can't ever achieve." The ads sparked debate, but also deep loyalty, tying Dove to empowerment and self-acceptance. 😍 Dove has continued to evolve its messaging, launching initiatives like the Dove Self-Esteem Project, which has reached over 60 million young people globally. 🤔 What's the lesson? 🤔 ✅ A strong brand purpose creates a deeper connection with customers ✅ Don't just sell a product, sell what your customers aspire to ✅ Don't be afraid to take a stand, even if it's risky Which other brands do you admire for their positive impact on our society? Share in the comments! #branding #marketing #purpose

#BEAUTYNEVERGETSOLD @DOVE and @EDELMAN AGENCY, bravo! I bumped into this commercial last night, and loved it! So, had to investigate agency, thoughts, strategy.... Beautifully cast, and grounded in legacy and authenticity. Amidst the entire beauty conversation today and #ANTIAGING....I found this to be a piece of break through creative. "The hero spot, from agency partner Edelman, features women over 60 who are 'rarely visible' in beauty advertising" https://lnkd.in/ebXKjwZA

The pinking of alcohol products and marketing (i.e. the (over) use of the colour pink as a feminine aesthetic) is a form of gendered marketing that is used by the alcohol industry to target and appeal to the female market, and encourage sales and alcohol consumption. However, little is known about how women relate to and view such marketing, and how such products feature in their performance of femininities through drinking practice. In our latest paper led by Dr Amanda Atkinson (open access so free to read), we investigate this form of marketing. We also spoke to those working within the alcohol industry about what they make of this strategy, and why it still persists.  https://lnkd.in/edYZaY84 

My thoughts on rhode skin and: - branding & aesthetic - product & social media - community & responsibility Let me know if I’ve missed anything in the comments 🫶🏽 #beauty #influencermarketing #inclusivity #deandi

In a world saturated with skincare products, how does a brand differentiate itself and create lasting impact? The solution: #PurposeDrivenBranding Learn from #Dove Dove's journey from a simple soap to a global icon of authentic beauty offers invaluable lessons in Purpose Driven Branding. Here's the way Dove went on to become a global icon. 1️⃣ Identify a meaningful problem: Dove recognized the harmful effects of unrealistic beauty standards on women's self-esteem. 2️⃣ Align your brand with a greater purpose: Dove shifted from selling soap to promoting self-esteem and embracing all forms of beauty. 3️⃣ Challenge industry norms: Dove's "Real Beauty" campaign boldly confronted traditional beauty marketing. 4️⃣ Evolve with your audience: As societal attitudes changed, Dove adapted its message to remain relevant. 5️⃣ Create a narrative beyond the product: Dove transformed from a skincare product into a movement for authentic beauty. 👉 Key Takeaway: A powerful brand narrative aligned with your audience's values can elevate a simple product into a cultural phenomenon. 👉 Remember: At its core, Dove still sells soap. But by wrapping its product in a compelling, purpose-driven story, Dove has created an emotional connection with consumers that transcends the physical product. How can your brand identify and align with a purpose that resonates with your target audience? slides courtesy: Stephen Houraghan #BrandStrategy #BrandPurpose #Marketing #AuthenticBranding Dove

𝐃𝐨𝐯𝐞 𝐑𝐞𝐚𝐥 𝐁𝐞𝐚𝐮𝐭𝐲 𝐂𝐚𝐬𝐞 𝐒𝐭𝐮𝐝𝐲  🌟 Dove's 𝐑𝐞𝐚𝐥 𝐁𝐞𝐚𝐮𝐭𝐲 Revolution: Changing How We See Ourselves 🌟 Some brands have grown exponentially since their inception, and Dove is one of them. Starting its journey in 𝟏𝟗𝟓𝟕 in the US, Dove products are now sold in around 150 countries. 𝐇𝐨𝐰 𝐝𝐢𝐝 𝐭𝐡𝐞𝐲 𝐦𝐚𝐧𝐚𝐠𝐞 𝐢𝐭?  𝐖𝐡𝐚𝐭 𝐝𝐢𝐝 𝐭𝐡𝐞𝐲 𝐝𝐨 𝐭𝐨 𝐢𝐧𝐜𝐫𝐞𝐚𝐬𝐞 𝐭𝐡𝐞𝐢𝐫 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐛𝐚𝐬𝐞?  𝐇𝐨𝐰 𝐝𝐢𝐝 𝐭𝐡𝐞𝐲 𝐤𝐞𝐞𝐩 𝐭𝐡𝐞𝐢𝐫 𝐜𝐨𝐧𝐬𝐮𝐦𝐞𝐫𝐬 𝐜𝐨𝐦𝐢𝐧𝐠 𝐛𝐚𝐜𝐤? Let's dive into their game-changing "𝐑𝐞𝐚𝐥 𝐁𝐞𝐚𝐮𝐭𝐲" campaign, launched back in 𝟐𝟎𝟎𝟒. This campaign didn't just shake things up; it reshaped our entire perspective on beauty. 𝐓𝐡𝐞 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞 𝐟𝐨𝐫 𝐃𝐨𝐯𝐞: 𝟏. 𝐂𝐡𝐚𝐧𝐠𝐢𝐧𝐠 𝐌𝐢𝐧𝐝𝐬 : Dove surveyed more than 3,000 women in ten different countries. The survey's analysis revealed a depressing fact: only 2% of women thought they were attractive. Dove wanted to change how people thought about beauty. 𝟐. 𝐒𝐡𝐨𝐰𝐢𝐧𝐠 𝐑𝐞𝐚𝐥 𝐏𝐞𝐨𝐩𝐥𝐞: While every beauty brand was using models who looked flawless to sell their products, Dove focused on showing people what they actually look like, rather than what they should look like. 𝟑. 𝐌𝐚𝐤𝐢𝐧𝐠 𝐚 𝐃𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐜𝐞: Dove aimed to make a big change in how people saw themselves. They wanted everyone to feel good about who they are. 𝐂𝐚𝐥𝐥 𝐭𝐨 𝐀𝐜𝐭𝐢𝐨𝐧: Dove didn't just show perfect models. They showed real people, with scars, wrinkles, and different body types. They wanted to make people feel good about themselves and show that beauty comes in many forms. Dove advised women to share photos of themselves digitally with the hashtags #MyDoveMessages and #RealBeautyRedefined to showcase how individuals, particularly young women, have found beauty and pride via Dove products. 𝐑𝐞𝐬𝐮𝐥𝐭: Dove's campaign was a big hit! People loved seeing real people in ads, which made them feel like Dove understood them and cared about how they felt. It opened women’s eyes and gave them a sense of courage and self-assurance, which Dove desired. Dove's message spread all over the world, making a difference in how people saw beauty. 𝐀𝐬𝐩𝐢𝐫𝐚𝐭𝐢𝐨𝐧: Dove continues to inspire individuals worldwide to embrace their unique beauty and celebrate the diversity of the human experience. Let's keep spreading Dove's message that real beauty is about being yourself. 💕 ✨ #BusinessCaseStudy #Business #Learning #Marketing #InspiringStory #BrandSuccess #RealBeauty #BodyPositivity #DiversityInBeauty #CustomerEngagement #MarketingStrategy #Branding #WomenEmpowerment #SelfEsteem #InclusiveBeauty #Dove photo is from Dove website