Dove Project Diamond

1. Dove Project Diamond Debrief 9.15.09

2. CONTENTS Background & Objectives Overview Beauty Ideals and Sources of Anxiety Response to Adcept Themes Conclusions & Recommendations

3. Background & Objectives

4. Project Background A view that CFRB has not resonated with women in D&E markets for several key reasons The challenge going forward is to evolve CFRB in a way that embraces the consumer reality in these markets Going into Project Diamond the current belief was that Dove’s Campaign for Real Beauty (CFRB) has not resonated with consumers outside North America and Western Europe for the following reasons • Straightforward repeat of Western tonality, up-frontness and choice of stereotypes • Unsuitable (even insensitive) way to approach more socially affiliative markets • Ignored different cultural attitudes to beauty in these markets • Leading to negative impressions of brand expertise or relevance The Project Diamond team participated in two workshops to understand more about the consumer and brand reality in Brazil, Russia, India, China, Turkey and Saudi Arabia…and reached the following POV: • In D&E countries women are leaving a transition period from old structures to a new world of information and relationships. However, in each country Dove faces a different situation but must have one thing in mind – these women do not want to abandon their femininity nor their beauty

5. Project Background A need for a revised Beauty POV The core objective of this research was to identify the most effective way (images, tone, and idea) to communicate Dove’s revised beauty point of view in core D&E markets Therefore going forward a revised Beauty POV in D&E markets should imply a new definition of Real Beauty that articulates the idea of personal growth equals transformation of self • Should NOT be related to passively accepting imperfections • Should NOT be strictly linked with genetic heritage • Should represent the look that consumers DESIRE to have • Needs to be about moving towards ones aspirations NOT just staying the way you are From the learning’s and hypotheses the Project Diamond team developed FIVE territories/themes to take into adcept development • A) Sisterhood • B) Realize your Beauty Potential • C) Beauty should be for Everyone • D) Look and Feel your Best • E) Makes you Feel Happier • (NB a SIXTH theme ‘Sources of Anxiety’ was presented separately and unbranded as a means of further understanding the ‘issues’ that women have around beauty)

6. Methodology and Sample The adcept methodology exposed consumers to multiple expressions of the revised Dove Beauty POV. Groups were structured in the following way Spontaneous discussion of how they feel as women today and the role of ‘beauty’ within their lives Exposure to ‘Sources of Anxiety’ unbranded adcepts Exposure to branded Dove Beauty POV adcepts Summary of most relevant themes/adcepts and their potential for Dove

7. Methodology and Sample Group discussions were conducted in Brazil, Russia, India and China

8. Methodology and Sample The following specific recruitment criteria was used All Women, aged 30-39 Income criteria as relevant by market Completed at least high school Mix of working and stay at home Personally chooses and decides or purchases personal care products Must regularly use at least three personal care categories (Body Cleanser, Face Cleanser/Moisturizer, Deodorant, Hand & Body Lotion, Shampoo/Conditioner), with a good mix of category use per group Non-rejecters of Dove Dove user: Defined as someone who has used a Dove product most often within past six months (obtain mix of categories) Competitor user: Defined as someone who has not used a Dove product within past six months Must be articulate and creative

9. Project Team The following local research partners were used in each market The project was led at Flamingo by Jo Adams (Director, San Francisco), Michael Gillespie and Lyn McGregor (Directors, London) India – Quantum Brazil – Clarice Herzog China – Jenny Shen Russia - Atelier

10. Overview

11. Overview In terms of the Dove branded adcepts, a consistently positive and enthusiastic response….contained ideas that genuinely chimed with the target Across ALL markets there was a consistently positive response to the Dove adcepts overall….women were engaged, enthused even EXCITED! In Brazil, Russia and India where there is greater awareness of elements of current CFRB (or at least a strong sense of Dove saying ‘all women are beautiful’ or using ‘real women’) this was perceived as a VERY positive new direction In China where current awareness of Dove communication (and the brands POV in general) is lower….seen as a distinctive way for a brand to talk to women Response overall strongly suggests that this evolved direction of CFRB has real potential to engage the Dove target

12. Overview The most resonant themes were also VERY strongly reflective of the desired evolution of CFRB • Should NOT be related to passively accepting imperfections • Should NOT be strictly linked with genetic heritage • Should represent the look that consumers DESIRE to have • Needs to be about moving towards ones aspirations NOT just staying the way you are

13. Overview So….in terms of direction for the brand we have a very clear story going forward Additionally, it also became clear in relation to response to the ‘Sources of Anxiety’ that when it comes to fundamental ‘truths’ about how women feel about themselves…there is actually a large amount of cross market consistency Perhaps surprisingly….this is a BIG and complicated area, where local cultural and societal influences play a significant role in shaping how women feel about themselves and the role of ‘beauty’ within that However, there were ‘Sources of Anxiety’ that resonated universally across all markets……

14. Overview In relation to ‘Sources of Anxiety’ some clear themes began to emerge as the adcepts were debated and discussed Firstly…that some of these simply reflect a ‘Fact of Life’ rather than ‘A Source of Anxiety’….there is very little women feel they (or brands) can ‘do’ in response to some of these issues, so they simply manage them as best they can Secondly…that the way ‘beauty’ was being referenced in these adcepts was not always indicative of the role that women felt it played in their lives generally, or how they use beauty in response to ‘anxieties’ Thirdly…. that when it came to the MOST evocative adcept women were absolutely unanimous across markets in recognising what is actually the cumulative end effect of external societal pressures…women are their OWN WORST critics!

15. Beauty Ideals and Sources of Anxiety

16. We started by asking the question……… ’Tell me what it’s like to be a woman today?’

17. Beauty Ideals and Sources of Anxiety Across markets women almost always start talking from a very positive place…. Freedom and independence Being seen as individuals Being a woman today means… Career as important/rewarding as family Enjoying multiple roles – mother, wife, professional On balance women are generally feeling GOOD about where they are in societal terms vs. their mothers

18. A flavour of response Beauty Ideals and Sources of Anxiety Previously, women would have a lower family position. Maybe in the countryside it is still like that, but it’s not in Shanghai – in Shanghai, women are now happier…I think women can now focus more and more on themselves Shanghai, Dove User I’m no more a prisoner of my house – I can do everything I want, freedom is so much more than it used to be Kolkata, Dove User Now, if you have money you can travel much more freely, and before, males were preferred for certain positions but now you don’t see this as much Guangzhou, Competitor User The woman carries everything on her back – she is the strongest, you kill a lion a day Sao Paolo, Dove User You don’t have to carry bags, or change wheels, there is no military service! We can radically change our looks now, and use make up. Moscow, Competitor User There is lots of enjoyment now – before there were lots of norms, things we weren’t supposed to do, but now we are more free to do what we want to do Kolkata, Dove User When I see a woman today I see a warrior – a fighter – a hard working person Sao Paolo, Competitor User

19. Beauty Ideals and Sources of Anxiety However, also fairly quick to point out the less positive side of the coin… Juggling multiple roles – mother, wife, career Incredibly busy lives/exhaustion Being a woman today also means… Fierce competition in the workplace/school playground/singles bar/everywhere! Increased pressure to look good/be beautiful This said, what prevails is an overall a feeling of pride in the complexity and variety of their evolving roles. Yes we can…!

20. Beauty Ideals and Sources of Anxiety These spontaneous tensions were directly referenced in some of the most frequently selected adcepts Juggling multiple roles – mother, wife, career Fierce competition in the workplace/school playground/singles bar/everywhere! Incredibly busy lives/exhaustion Increased pressure to look good/be beautiful These tensions exist…but difficult for women to see how they could be alleviated. This IS how the world is!

21. A flavour of response Beauty Ideals and Sources of Anxiety You have to take care of the kids and work, and you have to look good cos men want women looking good Sao Paolo, Dove User There’s a lot of responsibilities now. Even if I am working somewhere, I still have to look after the children, even if I come home at 11pm and have to cook Kolkata, Dove User I think today means competing with men…men are strong and men are rivals – you need to compete to get good jobs and it’s difficult Moscow, Dove User Being a woman is hard work…in order to be weak you must be strong, you must be patient, flexible and be able to compromise – you need to make an effort to look good even if you feel bad Moscow, Competitor User There’s a psychological pressure as the pace of life is quick – your manager has new requirements for you everyday, and I also need to do housework Shanghai, Dove User You need to make yourself pretty otherwise your husband won’t take you out Guangzhou, Competitor User In today’s world, you have to maintain your standard of living, you have to maintain your own status and dignity in society as your quality of living has increased. I look at women and think “look, she is wearing that sari”, and then I’m not and I think about that Kolkata, Dove User It’s very difficult to be a woman, because we work different shifts in life – work, home, some work, some have kids – we really wear ourselves out…and our husbands, they are not really present in the education of our children, but we are. Sao Paolo, Competitor User

22. Beauty Ideals and Sources of Anxiety One of the most consistently selected adcepts referenced the reality of women’s multiple roles and busy lives However, these adcepts misinterpreted the role of beauty in alleviating the pressure in women’s lives… Awareness that having a career does not alleviate responsibilities at home A need to still maintain (or find and create if single!) a home and family whilst also fulfilling a career role Overall sense of having many more things to do… and an expectation to do them all well….

23. Beauty Ideals and Sources of Anxiety Because the way beauty is referenced in these adcepts lacks relevance, even basic truth… Having the ability to ‘look beautiful’ is actually a strong source of reassurance, control and indeed a pleasure in itself There was remarkably little identification with the idea that having to look beautiful ADDED to the pressure in a woman’s life Finding the time to devote to your looks was certainly an issue But women also saw that the fact that they can make themselves look better is a positive advantage The beauty process can be a means of coping with the pressures of modern life

24. A flavour of response Beauty Ideals and Sources of Anxiety – Control I think when you’re all dressed up and have high heels, people SEE YOU and pay compliments to you Sao Paolo, Dove User You don’t get your worth, your value, without looking beautiful Kolkata, Dove User Beauty is our WEAPON! When you are done up with your heels and hair, you can solve any problems! Moscow, Competitor User You can attract men with many things…make up, jewels, and your shining eyes. Beauty is our real advantage Moscow, Dove User By being beautiful you get more opportunities. The girl at work – she has big eyes, a nice figure, and she always comes back with sales Shanghai, Competitor User Being beautiful is good for work, it can make you more efficient. If you can’t do something, your male colleagues will do it for you Guangzhou, Competitor User The best thing about beauty – vanity – it’s a positive… Sao Paolo, Competitor User

25. Beauty Ideals and Sources of Anxiety The role of media in fueling an unrealistic set of ideals is also well recognised Most women agreed with the first part of this….comparing yourself to models IS silly…but they all do it!!! The often far from ‘real’ media depiction of women does set the beauty ‘agenda’ in each market Women can sometimes separate themselves from this equation depending on how ‘good’ they feel about themselves…. Importantly though in these markets models are not only about unattainable ideals…they also act as key sources of inspiration and are admired for their beauty/style An acceptance that these beauty ideals are a fact of life….they do fuel a need for constant self improvement

26. Beauty Ideals and Sources of Anxiety Concerns around ageing are relevant and well recognised for women in their 30’s onwards… Not always spontaneously discussed, but a strong undercurrent within any discussion around beauty A genuine concern for target – I don’t want to look like my mother! Reaction to anxiety of ageing for most is to turn to anti-ageing products HOWEVER, a more considered discourse around looking the best you possibly can at the age you are is also emerging Although given the choice most in this age group would rather look younger than look ‘good for my age!’

27. Beauty Ideals and Sources of Anxiety The combination of media defined beauty ideals, fear of ageing and women’s multiple roles results in the fact that women can feel VERY judged… Women feel as judged by their appearance as by their capabilities in a greater way than men Competition in work and social spheres is strongly felt – appearance/beauty felt to be both a key reason for AND measure of success However their response to these adcepts was also to discuss how important it is to USE their beauty to their advantage in important situations Again, this is more a reflection of how the world works…the intelligent response is to work your best assets!

28. Beauty Ideals and Sources of Anxiety Crucially, we learned that the beauty process is not a really a burden….it can actually HELP in dealing with the pressures of life Crucially women recognise the relationship between spending time on the beauty process and a corresponding increased sense of confidence and higher self-esteem Importantly whereas women may not always feel in control of other aspects of their lives…they CAN be in control of the beauty process Taking time over one’s beauty seen as one of THE positives of being a woman – therefore, it should be enjoyed and worked to your advantage! The process of ‘making yourself look good’ was primarily recognized as pleasurable and rewarding in all 4 markets…the real issue is finding time to indulge in it! Not only it sensorially pleasing…. ….it is also time devoted solely to YOU – treasured time

29. The adcept that hit the strongest nerve in ALL markets was actually an articulation of the end result of all of these various sources of anxiety….

30. H3 cuts to the quick of a real truth Beauty Ideals and Sources of Anxiety While external pressures can and do feed beauty anxieties UNREALISTIC IDEALS OTHER’S JUDGEMENT EVEN TIME CONSTRAINTS H3 then cleverly expresses the unspoken core of beauty anxiety – that women, have become their own worst critics And thus Dove nudges the ball back into our court…

31. Beauty Ideals and Sources of Anxiety H3 stood out as being different….in many ways it is the articulation of all other anxieties and the reaction of women to them Interestingly this anxiety rarely came up spontaneously but was almost ALWAYS felt to be the strongest encapsulation of how women feel about themselves – SPARKS VISCERAL RESPONSE This describes the impact of all those societally driven pressures – that become internalized and lead to self criticism Recognized as a negative way of thinking that is very particular to women (men would NEVER think like this, quite the opposite!) A powerful wake up moment for woman, revelation of the truth of how they feel about THEMSELVES

32. A flavour of response Beauty Ideals and Sources of Anxiety – H3 There’s always a problem, a fault. An eternal lack of satisfaction – we are not happy with everything Sao Paolo, Dove User Yes, it’s true. Like, my complexion is very black, but my skin is good. So, I should work on my skin and not worry so much about my complexion Kolkata, Dove User It is absolutely true – we should think about your strong points, as we can hide our weak points Moscow, Dove User That is SO TRUE. It is all about this model standard – we are not models but we compare ourselves to them and get depressed Moscow, Competitor User It’s interesting because this is what we all think…I always think I have weaknesses and shortcomings and I pay attention to that…but then people mention I am okay and nice, so strangers see my positives but I see the bad stuff Shanghai, Dove User I think girls are narrow minded and think too much about these things…Really, it starts with a good attitude, otherwise, you have nothing Guangzhou, Competitor User It shows we are more engrossed in looking at the bad side of ourselves when we should concentrate on the good sides. We should concentrate on the good things we have. Kolkata, Competitor User It is true, yes! Sometimes you are just 1 kilo over and you get stuck to that idea and forget about everything else…why are we stuck to the small faults? Sao Paolo, Competitor User

33. Beauty Ideals and Sources of Anxiety Importantly…..whilst recognizing a common ‘trait’ in women, it also proposes an achievable solution Challenges the dominant discourse of many beauty products…which focus on exploiting the insecurities that women have Proposes a solution and sense of hope – you do have strengths and you can improve yourself, you have the power to change this A galvanizing call to action - not just an anxiety to be accepted in life The ONLY anxiety articulated from a positive standpoint – you are lovely in the first place!

34. Beauty Ideals and Sources of Anxiety Takes us towards an insight based less in lofty Beauty Theory and more in personal Beauty Truth From here (WIP) To here “All this pressure to be beautiful feeds our tendency to focus on the negatives, making beauty an unnecessary source of anxiety” “The ideal of beauty has become so rarefied that it has become a source of anxiety for women” Intimates that the beauty anxieties we share are out of our control… PASSIVE, DEFEATED Really, what can Dove do about this? Intimates that we, women are part of this discourse. And it’s up to us to get involved and change it ACTIVE, EMPOWERED Dove can be a dynamic partner here An insight that sets up a + challenge from the get-go

35. The following themes had significantly less relevance….

36. Beauty Ideals and Sources of Anxiety These areas had some traction in certain markets Aspirational view of this in Russia (and to a lesser extent Brazil) Looking socially and culturally appropriate strong in India and China Cost sensitivities most acute in India However, rather than being strong anxieties, these are really facts of life – to be accepted and worked with

37. Beauty Ideals and Sources of Anxiety In China and India this tension is being reconciled…. no relevance for Brazil and Russia Highlight clash of modernity and tradition particularly in evidence in China and India However, for this target, little sense of being torn in two – they are reconciled to the changes in society and are working with them In China and India felt to be a more pressing anxiety for subsequent generations who will feel the pull of modernity more acutely than this target

38. Beauty Ideals and Sources of Anxiety Finally, fashion is a source of fun and positive self expression Lacks truth, tension or category relevance

39. Response to Adcept Themes

40. Summary of Response A very clear sense of a ‘winning’ theme…. (and women extrapolate 2 ‘other’ themes that require some further thought) B - Realize Your Beauty Potential: A new kind of beauty ‘democracy’ WITH MOMENTUM Most Resonant D – Look Good Feel Good: universally recognized symbiotic relationship E – Happiness: A positive expression of the Dove ‘effect’ Two ‘new’ themes: Ageing and External Recognition C – Beauty for Everyone: where the brand sits now…nice to hear but not new Least Resonant A – Sisterhood: rejected in all markets…doesn’t reflect the reality of how women are

41. Theme B – Maximize Your Beauty Potential

42. Theme B The most resonant idea…expressed through multiple adcepts

43. Theme B This theme worked on a number of significant levels Focusing on the great things about women, rather than the negatives Warm and Positive Not about transformation but working with what you’ve got Realistic A call to action – pro-active rather than passive Inspiring Being smart in how you work your strong points and how you use products Intelligent Talking to YOU about your needs rather than everyone’s Individual Emphasizing YOU have the power to realize your beauty potential Control Dove as the helping hand/facilitator that helps you realize your potential Product Role

44. Theme B B8 was often the strongest encapsulation of many of these positives The scope for change and improvement ultimately creates a strong product role for Dove In some ways it is an obvious thought…but not one women feel they hear from brands very often… Builds on CFRB… moves beyond accepting who you are, to focus on improvement and betterment

45. Theme B B8 – And a very motivating call to action! Realistically aspirational Everyone can be their best About working with what you’ve got Being intelligent in how you work with your best assets Dove here as facilitator – helping you with being your best Doing ‘democracy’ in a different way – not celebrating one beauty ideal, but celebrating idea of our many different PERSONAL potential versions of beauty

46. Theme B Tonally, these adcepts also bring idea to life particularly well Emphasis on the call to action at the heart of this idea and therefore generate a very engaged response Feel particularly positive through celebration of women’s strong points As a result, a real sense of warmth carries through these adcepts

47. Theme B B9 articulates perhaps the need to reference a sense of individuality in India and China In cultures where being socially appropriate/the same is so important…. this adcept taps into the desire for individuality About being MY BEST, rather than someone else’s ideal As a consequence, a sense of realism at the heart of this Reflective of acceptance of not striving to look like models/celebrities (except Russia)

48. Theme B B15 suggested an allusion to success which is particularly relevant for women in China Many brands within the category focus on success in China – whilst some weariness with this approach, a hint at success is still welcome and appealing A subtle hint at the end goal of beautification for many Chinese women However, still balanced by the focus on personal fulfillment/betterment Important that this balance is present so that overall focus is not on wider social success

49. Theme B Crucial that communication remains positive – focusing on a negative is generally rejected Target more comfortable with an affirmation about the great things about themselves Truth at heart of this adcept – taps into guilt of not always putting the effort in However, language too aggressive, especially for Dove…can feel like a slap in the face! Undermines the inherent warmth and positivity of the brand and this overall idea

50. Theme B Some adcepts from other themes tapped into the same powerful thought and were often selected for that reason Reinforcing the global potency of this kind of message