Edelman went against the norm when they launched their brilliant Dove campaign. Oprah picked up on the campaign and featured the Dove spokeswomen on her show. The strategy had successfully driven the message of real beauty to women over 20 years of age, but after watching television this afternoon I noticed many cosmetic companies have yet to catch on.
Companies such as Rimmel, Estee Lauder and Maybelline all utilize gorgeous actresses and models as spokeswomen (or as I like to call them, “spokesSUPERwomen”). Many of these successful women take advantage of the latest beauty treatments and innovative plastic surgery techniques as well as employ chefs and personal trainers. The Gaurdian explains, “Gwyneth Paltrow employs two [chefs] – one for sweets, one for savoury – to help with her macrobiotic diet.”
I don’t know about you but neither do I have a personal chef nor a trainer. Even though Edelman’s campaign had a great deal of coverage, how come other brands have yet to follow this strategy?