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Raw Maternal Beauty Campaigns

Dove's 'A Mother's Beauty' Ad Celebrates Real Moms

— July 12, 2016 — Marketing
Just ahead of Mother's Day, Dove release a heartwarming ad titled 'A Mother's Love.' Continuing with the theme of its 'Real Beauty Campaign,' the ad celebrates real moms and everything their bodies endure in the process of raising children.

A Mother's Love follows one women as she raises her sons from birth to early adolescence. The ad highlight's the bumps, bruises and scrapes the mother endures as she cares for her young sons. The idea behind the ad is target millennial moms, who are more drawn to ads that are authentic and emotion-driven.

With the majority of millennial moms controlling the family finances, advertisers are increasingly looking for ways to connect with this key demographic. This Dove ad perfectly targets young mothers by tapping into the emotions and authentic experiences of real women.
Trend Themes
1. Raw Maternal Beauty - Other brands could follow Dove's lead and release campaigns that celebrate the natural beauty of motherhood, rather than promoting products that aim to 'fix' perceived flaws.
2. Authentic Advertising - More brands will shift towards authentic, emotion-driven advertising in order to connect with millennial moms and other key demographics.
3. Motherhood Realism - The trend towards celebrating the realities of motherhood will continue, with more ads, TV shows and movies showcasing the less glamorous side of parenting.
Industry Implications
1. Personal Care - Personal care brands could capitalize on the trend towards celebrating raw beauty by releasing products that enhance natural features rather than trying to completely transform them.
2. Advertising - The Authentic Advertising trend presents a great opportunity for advertising agencies to rethink their approach and create campaigns that genuinely resonate with audiences.
3. Entertainment - The Motherhood Realism trend could lead to more TV shows and movies that depict parenthood in a less idealized, more honest way, providing opportunities for writers, directors and producers in the entertainment industry.
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