For over a decade, Dove has established itself as a well-known and frequently used personal care brand amongst men, women, and children worldwide. Dove’s inspiration has been catered towards the belief that beauty is not one-dimensional. Moreover, Dove has targeted its focus on creating products for consumers to feel authentic, unique, real, and like the best version of themselves. Dove has also managed to uphold the prestigious ranking as #1 Dermatologist Recommended brand in the United States of America, Canada, and France.
In the company’s efforts to further develop its mission of making the idea of beauty a source of confidence, rather than anxiety, Dove developed a multicultural marketing team. The multicultural division was created in order to bridge communications, and best provide products for consumers of various racial demographics. Francheska Taveras and Sabrina Paez, public relations executives from Edelman in New York, recently traveled to Atlanta, GA as representatives for Dove’s multicultural marketing campaign, to network with consumers.
Explaining the reasoning behind Dove’s recent multicultural marketing campaign in Atlanta, Taveras stated, “This year we decided to do things a little differently. We usually focus on getting coverage for the brand and its products through media and influencer networks. When we do media events and experiences, we tend to have our launches in New York and LA. But, we realized that women of color are everywhere and not just in these big markets.”
“There was a window of opportunity for us to dive deeper into other markets this year. Knowing Atlanta has a huge market for Black women, women of color, and strong beauty industry, it just made sense for micro-engagement in Atlanta.”
Taveras and Paez partnered with iOne Digital to work directly with their women’s online divisions, so they could host a Dove beauty experience for African-American women influencers in Atlanta. The partnership included a collaboration with HelloBeautiful.com, a premier online platform dedicated to educate and uplift African-American women, and MadameNoire.com, the leading lifestyle website for Black women.
HelloBeautiful and MadameNoire assisted with event coordination and creating the guest list for the Atlanta Dove experience. They were able to contact and invite Atlanta influencers from their personal networks to attend the event. The experience was held on June 8thfrom 9 AM to about 4 PM at The St. Regis Atlanta hotel. Local influencers were essentially invited to the five-star luxury Atlanta hotel and resort for a day of beauty pampering and new Dove product sampling.
“It was great to have HelloBeautiful and MadameNoire as our partners. They helped us get the top influential women of Atlanta to come to the experience in a strictly earned capacity, where we didn’t have to pay them to attend, and they were able to experience the brand in a really organic way,” expressed Taveras.
Facilitators for the experience consisted of Taveras and Paez as Dove public relations representatives, including HelloBeautiful and MadameNoire staff members. The event kicked off with an introductory group conversation about what to expect throughout the day. Breakfast and drinks catered by the hotel were also served as the guests arrived.
Steve Harvey’s daughters, speaker, author, and wellness coach Brandi Harvey, along with public speaker and entrepreneur Karli Harvey-Raymond, were among the many influencers in attendance. All of the ladies came dressed in various comfortable yet stylish summer ensembles such as a yellow lace jumpsuit, coral bardot midi dress, cream embroidered lace crop top paired with light green high waist ankle jeans, fedora hats, head wraps, open-toe heels, and sandals.
After the meet and greet, the guests made their way to The St. Regis Atlanta Remède Spa, to indulge in pampering activities. The entire Remède Spa was redecorated for the special event and strictly reserved for Dove experience guests only. Dove brand signage, HelloBeautiful and MadameNoire embellished lettering, buckets stocked with chilled Moët and Chandon champagne bottles, trays full of assorted pastries, and shelves decked with Dove’s Dry Serum Antiperspirant Deodorant, replaced the normal Remède Spa decorations.
Participants changed into complimentary Remède Spa robes, savored glasses of champagne and sweets, and then received complimentary massages. Once they were finished with their massages, the guests utilized the spa’s showers. They changed back into their clothes in the changing rooms, while also testing Dove’s Dry Serum Antiperspirant Deodorant that launched this past February. After being able to test the deodorant, all of the ladies then shared their thoughts and opinions of the product. The influencers were encouraged to use their social media platforms, to share their experience, and promote the Dove Dry Serum Antiperspirant Deodorant.
International public relations expert and brand manager Jasmine Gray, better known as Ms. JGray, described her encounter with using Dove’s new antiperspirant deodorant at the event by stating, “It feels so soft on my skin – definitely excited to try this at home!”
Atlanta fashion, beauty, and lifestyle influencer Nikki Frenney, also known as Nikki Free, also shared, “I’m a Dove girl through and through. It’s amazing that you keep innovating with new products. Definitely look forward to trying this one out!”
Dove Dry Serum Antiperspirant Deodorant is available for purchase in Target stores for $10.99. It can also be purchased online through other retail stores like Wal-Mart and Walgreens. The ultra-lightweight formula comes in a 1.7-ounce bottle and provides women with 48-hour antiperspirant protection. So far, Dove has released the deodorant in three different fragrances, Rose Silk, Jasmine Touch, and Powder Finish.
“Dove really wants to position this product as a premium offering for women who are looking for something different with their deodorant options. So what’s special about this product is that the format of it feels like a serum. The product comes out in a creamy soft texture, and when it’s applied it absorbs instantly on the skin like a regular serum would. It’s a twist cap so you twist it out,” explained Taveras.
Following the activities in the spa, the experience concluded with an afternoon teatime and light refreshments in a private dining space within The St. Regis Atlanta. It gave the influencers the opportunity to unwind and network amongst each other. While they enjoyed their tea and hors d’oeuvres, the ladies chatted about their experience and posed for several group pictures.
Style and beauty Atlanta based expert Arkeedah McCormick acknowledged her enjoyment at the event by conveying, “I love my woman focused events and truly being pampered. So I’m having an amazing time with Dove today!”
Speaking on behalf of the Dove brand’s perception of the Atlanta experience and ideas for future marketing endeavors, Taveras proclaimed, “Personally I think we surpassed our expectations. We were going in a little blind because it was the first time we were doing something so dedicated in the area. I think the brand is pleased with all of the social media posts shared and positive relationships we were able to achieve on site.”
“I think for 2020 we’re looking at ways we can come back to Atlanta again, and see what we can do with another dedicated experience. Nothing is confirmed for next year, but we are definitely pushing to continue doing these organic experiences just because they were received so well.”