Dove says "Let's Give Self-Esteem a Little Boost"
See a revealing perspective on beauty - from the hearts and voices of little girls.
We Write Dove
Contact Information

Note: We've left this original notice on our web site for historical reference but removed the web site references since Dove released the "Campaign for Real Beauty" web site URL to what appears to be a spammy type Medifast Diet system - not affiliated. How disappointing. We've contacted Dove corporate to see what will happen to the fund and materials. It appears that they were unaware of this change since they gave me the same web site as their web site. They've seen the error of their ways and are checking to see what happened. (11/29/11)

The CampaignForRealBeauty campaign and web site was abandoned except for the Dove Self-Esteem Fund which Patty, from Dove Customer Service, could not tell me what is happening with it or the money in the fund. Their current "Self-Esteem" program can be found at See their current self-esteem programs listed below. They are current as of 11/30/11. They still don't recognize the value of single parent fathers, even those who are raising their daughters full time. Progress is slow. If you go to any of them and find that Dove has abandonded them to a spammer, please let us know. Thanks.)

Dove spent an estimated $2,500,000 to promote a self-esteem program for your girls. The target: mothers. And the ad ranked as the 16th highest scorer of the 58 ads tested. The result could lead to more marketers targeting female viewers in future Super Bowls. The Dove commercial promoted self-esteem for young girls who might think they should be thinner, prettier, even blond. The ad was out-of-character, in a positive way, for a Super Bowl ad, though, I believe that 43% of the Super Bowl TV audience is female. Within 10 minutes of the ad airing, 7,000 people logged onto the related website.

Part of the plan was to increase the sales of Dove "beauty care" products by offering a "free" T-shirt (plus $3.99 shipping and handling and the purchase of $15.00 worth of Dove beauty care products. 3 different T-shirts with very hard to read copy saying "Be yourself. Be beautiful", or "100% real beauty", or a third one that read something like "beautiful/belleza/schon/mooi" which we assume is "beautiful" in different languages.

We wrote Dove

Excellent commercial in the Super Bowl. However, you missed a real opportunity to reach millions of dads including working dads, single dads, at-home dads, gay dads, step-dads. How much more would a version of "A Mom's Introduction to the Mothers & Daughters Activity Guide", directed at fathers, cost? A missed opportunity but it's not too late. You develop it and we'll promote for Free and feature it on our home page.

Dove says "Let's Give Self-Esteem a Little Boost"

92% of girls want to change at least one aspect of their appearance. Dove believes all girls deserve to see how beautiful they really are and is committed to raising self-esteem in girls everywhere. That's why we created the Dove Self-Esteem Fund.

Every day, young girls are bombarded by marketing messags that reinforce the belief that they don't measure up. In magazines. On TV. At the mall. Too many girls develop low self-esteem from hang-ups about looks and, consequently, fail to reach their full potential in later life. So, we've created the Dove Self-Esteem Fund as an agent to change to educate and inspire girls on a wider definition of beauty. Each of us has the ability to foster positive self-esteem...both in others and ourselves. Whenther you prefer to learn more about the self-esteem issue, make a donation, mentor young adults, or simply send someone a self-esteem card, you can help keep the dialogue going and help redefine beauty.

Contact Information

Dove Consumer Services, 920 Sylvan Avenue, Englewood Cliffs, NJ 07632 or 800.761.DOVE (3683)

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