Social Lubricant

Global Study?

How would you plan & execute a study that posed questions about beauty to thousands of women in many countries?

• Choose countries in which results would have the largest impact on sales/business
• Randomly obtain addresses
• Write survey in primary language of country to avoid selection bias
• Provide mailing envelopes and stamps
• Offer incentive for answering the questions
• Objective, not phrased with suggestive questioning
• Multiple choice best for calculating results, but leading and don’t get all-encompassing results; fill in best for honesty and descriptive, but people don’t find them easy and are less likely to complete. Mix of both??
• Broad spectrum of “beauty”- not solely physical attributes
• Learn who the “teen idols” are in each
  

What specific questions would you want answered in such a study?

• Most important traits that make a beautiful woman
• What factors play a role in society
• Preferred types- hair, clothing, skin, height, weight, quiet/outspoken
• Do you see yourself as beautiful?
• Whose opinion matters most about your beauty?
• How do you rate your knowledge about beauty?
• Where do you get or who do you go to for beauty advice?
• Favorite brands/places to shop
• Amount of money spent on “beauty” products per month
• What magazines do you read?
  

Does Dove have to be concerned that their brand will be associated with “robust” women?
No. I think it makes you think about why the people are in the ad and what message Dove is conveying more so than the image or quality of their brand when compared to another. I can remember thinking “what the hell?!” when I first saw a Dove Girl commercial. This was more of a “what the hell, she’s not a mode,” than “what the hell is Dove trying to do” expression. I have actually forgot about the marketing campaign until this assignment proving that it has had zero effects on my thoughts about their brand and my buying habits.The ad will definitely make people talk which in itself implants the brand into consumers’ minds. Although consumers may not want to be like or envy the Dove Girls, if women can relate or connect to something about the brand, it may influence buying habits.

What marketing implications does your team see?