In our storytelling introductions, we often ask: What distinguishes a normal beauty campaign from Dove’s campaigns? Or what does Dove perhaps have to do with Star Wars? The answer: Good storytelling! Let’s take a closer look at why this is the case and why we so often use Dove as a role model. To do that, we’ll first get into the theory, namely the cosmetics company’s hero’s journey.
The Dove Hero’s Journey – How it all began
Facts and figures about the first steps of the company’s foundation and further expansion can all be read on the company’s website. Founded in the 1950s, Dove gained a foothold in the German market in 1991; by 2003 the brand included shower gel, bath products, body lotion, deodorant and hair care products. To date, no difference to other beauty brands.
Then in 2004, the change from the familiar to the adventurous: Dove introduces a skin-firming skincare line that supports “no models but firm curves” in a “sensational advertising campaign.”
“For the first time, “real women” were shown in advertising as they really are: by no means perfect, but still confident, cheerful – and beautiful.”
Apparently a novelty in the perfect beauty industry and advertising world.