Following the worldwide success of its award-winning ‘Campaign for Real Beauty’, Dove is focused on further breaking the beauty myth for Middle East women with the launch of its 2007 regional campaign.
The new campaign is based on findings of a global study, commissioned by Dove in ten countries around the world showing that Saudi women were among 88% of women (18 to 64 yrs) and 92% of girls (15 to 17 yrs) who wanted to change at least one aspect of their physical appearance, with body weight ranking the highest. The survey also revealed that this affected their self-esteem with 70% of the Saudi women surveyed stating that they often felt bad about themselves due to weight and body image, and 30% - from as young as 15 years - old considering plastic surgery.
A major TV, print and broadcast campaign will be unveiled by the iconic beauty brand based on its high profile ‘Evolution of Beauty’ TV concept, unearthing how beauty is too often distorted within the media and public eye and often falsely represented through the use of technology and excessive makeup.
“The survey touched on the desire and necessity to further educate the next generation of naturally beautiful women in the Middle East to help foster a healthy relationship with their bodies and their looks,” said Dove spokesperson, Rola Tassabehji, Corporate Communications Manager - Unilever Middle East.
To help this education process, Dove will expand on its campaign this year to further instill what real beauty really is in the region.
“For too long, beauty has been defined by narrow stereotypes offering modern women a prescribed view of how they ‘should’ look. Modern media, excessive make-up and technology can distort the natural beauty that we believe all women possess. Dove believes real beauty comes in many shapes, sizes and ages and that every woman should feel proud about the way they look. That is why Dove has launched the Campaign for Real Beauty - to change this thinking and offer in its place a broader and healthier view of beauty that all women can own and enjoy every day,” added Ms Tassabehji.
The regional campaign will feature:
- A TV and print campaign exposing the ‘trickery’ behind making many models found in the media, look ‘unnaturally beautiful’. Titled the Evolution of Beauty, this key Dove campaign got the world talking when it was launched last year and generated extensive debate within the media and the worldwide public.
- A key activity providing women with a voice to state their views about beauty and their idea of what beauty really is. The unique opportunity calls on women from the Middle East to write about someone they find beautiful and the reasons they see a different kind of ‘real beauty’. Participants could be treated to a luxury five-star spa treatment for two at one of three venues: Six Senses Spa, Al Qasr – Madinat Jumeirah in Dubai, UAE; Chamelle Plaza in Jeddah, KSA; or Luthan Health Spa in Riyadh, KSA.
- A dedicated website - www.campaignforealbeauty.ae - providing key information about the portrayal of beauty in the public arena.
- Shopping centre and select venue exhibitions and educational campaigns
About the Survey
Dove´s global report was conducted in 10 countries in September 2005, including Brazil, Canada, China, Germany, Italy, Japan, Mexico, Saudi Arabia, the United Kingdom and the United States of America.
The research was conducted by StrategyOne, a research consulting firm, in collaboration with Dr. Nancy Etcoff (Harvard University), and Dr. Susie Orbach (London School of Economics/ Sociology Department).
Methodology: International phone survey among 3,300 girls and women aged 15 to 64. Depending on respective country size, 100 girls (15 to 17 years) and 200 to 300 women (18 to 64) were questioned per nation.
Dove is the world's number one cleansing brand and is manufactured by Unilever. In the Middle East, the Dove range includes in addition to skin cleansing products, body care, hair care and deodorants and is currently one of the fastest growing brand in Unilever Arabia portfolio."
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