Advertising Age Article Abstract
In Its Campaign for Real Beauty, Dove Tells Women That They Are Beautiful as They Are. But the Push Is Showing Signs of Aging
BATAVIA, Ohio (AdAge.com) -- As Dove's widely lauded Campaign for Real Beauty enters its fourth year, the results aren't looking so pretty anymore. After two years of double-digit sales growth and share gains, Dove's sales have abruptly slowed. That raises the question of whether the campaign, hailed as one of the most courageous creative breakthroughs in recent years, went a step too far in embracing aging in all its naked, wrinkled and sagging glory. ...