🧪The Experiment: Dove placed two doors at shopping centers in cities like Shanghai and San Francisco. One read “Beautiful” and the other “Average”.
🔎The Reality: Many women opted for the “Average” door, hesitating to publicly acknowledge their own beauty.
⭐Dove’s Positioning and purpose: Dove encourages women to resist industry-imposed beauty standards. They want everyone to know that real beauty is about being yourself. So this was a call to action for women to recognize and embrace their beauty.
📊The Stats: Dove found 96% of women wouldn’t call themselves “beautiful”, but 80% saw beauty in themselves. The aim? Get women to see and claim their beauty.
❤️The Emotional Impact: Women who picked “average” later felt regret. One said, “It was my choice, and now I will question myself for weeks.” Those who chose “Beautiful” felt proud.
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🔑 Takeaways:
- Well positioned brands go beyond selling; they resonate and challenge societal norms.
- Brands can start meaningful conversations by asking thoughtful questions.
