The picture is taken from here.
Since
founded in 1957 Dove has become a truly
international brand. Today, the brand is present in more than 50 countries, such as USA, the brand’s origin country, Brazil, Peru, Australia,
Indonesia, Korea, Japan, Russia, Saudi Arabia, France, Germany and many others.
However, the “Dove Men+Care” collection is more limited, one can found it in
only 19 countries, mainly in North America and Europe.
As cited on their official website “We're
building a movement in which women everywhere have the tools to take action and
inspire each other and the girls in their lives.”, Dove looks forward to spread
their vision of women’s real beauty all over the world regardless race, age and
size of women. Dove runs a “The Dove Self-Esteem Project” programme with the “creating
a world where beauty is a source of confidence, not anxiety” slogan. This is the programme, which
helps Dove and other charity organizations to organize seminars and workshops
in schools, at privates households or via online software, where girls aged
eight to seventeen years old “build a positive relationship with beauty through
interventions that build, nurture and protect self-esteem, and inspires women
to support Dove’s cause”. In 2012, such activities have
been done with more than eleven million girls worldwide and Dove plans to
increase this number to fifteen million by 2015.
Apart from that, in the frames of a famous “The
Dove Campaign for Real Beauty” programme, in 2011 Dove did an international
study on women’s relation to beauty “The Real Truth About Beauty: Revisited”.
It shown that only 4% of women around the world feel themselves beautiful and the
insecurity about themselves starts at early ages and continuing to grow as a
girl grows up.
So, one can say that Dove not only presents its
product on international arena, but also its philosophy to establish a women’s
community that are confident in themselves.
Axe, also known an Lynx in the UK, Australia
and Ireland is a well-known international
brand as well. Its philosophy is
somewhat different from that of Dove. As it’s written on the Unilever’s site “Axe
has been helping guys get the girl since the brand launched in France in 1983”). In 2012 they launched a limited
collection “Aarchy edition”, that, as Axe claimed “smells just as good on women
as it does on men”. Now this brand is present in more
than 60 countries. However, unlike Dove, Axe doesn’t
run any international campaign or studies, aimed at helping boys getting girls
by other means that smelling well.
Overall, Axe’s presence on international market
is big, but only with the means of their products and specialised
advertisments.
Picture Sources:
Text Sources:
AG
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