{"id":3866,"date":"2019-06-13T21:37:35","date_gmt":"2019-06-13T18:37:35","guid":{"rendered":"https:\/\/super-news.info\/es\/dove-la-belleza-real-que-rompe-el-statu-quo\/"},"modified":"2019-06-13T21:37:36","modified_gmt":"2019-06-13T18:37:36","slug":"dove-la-belleza-real-que-rompe-el-statu-quo","status":"publish","type":"post","link":"https:\/\/super-news.info\/es\/dove-la-belleza-real-que-rompe-el-statu-quo\/","title":{"rendered":"Dove, la belleza real que rompe el statu quo"},"content":{"rendered":"

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Sandra Andr\u00e9s, marketing manager Skin Cleansing & Skin Care en Unilever, cuenta en FOA Barcelona 2019 c\u00f3mo se ha gestado #ShowUs, la iniciativa de Dove que defiende la diversidad de la belleza femenina. <\/p>\n

Cuando una marca impacta a miles de millones de consumidores cada d\u00eda y lleva d\u00e9cadas formando parte de la vida de las personas, tiene la obligaci\u00f3n de devolver al menos una peque\u00f1a parte de esa fidelidad.<\/p>\n

Hoy en d\u00eda, esto solo consigue adquiriendo un compromiso que trascienda el producto, que transmita los valores de la marca y que genere un impacto positivo en la sociedad. Y es que las compa\u00f1\u00edas han dejado de ser solo empresas con \u00e1nimo de lucro para convertirse en agentes sociales a los que la sociedad demanda una mayor participaci\u00f3n.<\/p>\n

A medida que crece la concienciaci\u00f3n de la poblaci\u00f3n sobre diversos temas que le afectan, tambi\u00e9n lo hacen las exigencias para con las marcas. De hecho, la vinculaci\u00f3n de las marcas con causas sociales influye positivamente sobre la percepci\u00f3n que tienen de ellas para el 66% de los consumidores y el 58% afirma que afecta a su decisi\u00f3n de compra.<\/p>\n

Muchas compa\u00f1\u00edas ya han entendido la importancia de ser uno m\u00e1s en el conjunto social y comienzan a convertirse en las denominadas marcas con prop\u00f3sito.<\/strong> Una de ellas es Dove que, desde sus comienzos, ha sido una aut\u00e9ntica disruptora en el mundo de la belleza y el cuidado personal.<\/p>\n

Con su mensaje de apoyo a la mujer, que rompe estereotipos, tab\u00faes y c\u00e1nones de belleza a\u00f1ejos<\/strong>, la marca de Unilever ha conseguido marcar la diferencia. Pero, a pesar de su posici\u00f3n privilegiada, no baja la guardia y contin\u00faa apoyando, a trav\u00e9s de distintos proyectos sus valores.<\/p>\n

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Haciendo trizas los estereotipos de belleza m\u00e1s antediluvianos<\/strong><\/p>\n<\/blockquote>\n

El a\u00f1o 2003 marc\u00f3 un antes y un despu\u00e9s en la comunicaci\u00f3n de la marca. Fue entonces cuando se convirti\u00f3 en la abanderada de la belleza real y, desde entonces, todo ha girado en torno a la eliminaci\u00f3n de los estereotipos.<\/p>\n

Poco a poco otras marcas se han ido uniendo y, para seguir diferenci\u00e1ndose, Dove ha apostado por el que es su proyecto m\u00e1s ambicioso hasta el momento.<\/p>\n

“Estamos en un momento social en el que la voz femenina se est\u00e1 haciendo notar, los tiempos est\u00e1n cambiando. Por ello esta vez no solo quer\u00edamos lanzar una campa\u00f1a, sino llevar a cabo un cambio tangible.<\/strong> Ser una marca que hace, no solo que dice”, cuenta Sandra Andr\u00e9s, marketing manager Skin Cleansing & Skin Care en Unilever, cuenta en FOA Barcelona 2019.<\/p>\n

Dove, junto a Getty Images y Girlgaze, ha lanzado #ShowUs – #Mu\u00e9stranos (en espa\u00f1ol). <\/strong>Con m\u00e1s de 5.000 im\u00e1genes, \u201c#ShowUs\u201d se convierte en el banco de im\u00e1genes m\u00e1s grande del mundo creado por mujeres, con el objetivo de romper los estereotipos actuales de belleza<\/strong> y ponerlo al servicio de los medios de comunicaci\u00f3n y publicidad para que puedan usarlas en sus pr\u00f3ximos proyectos o campa\u00f1as.<\/p>\n

“Queremos que la industria cambie delante y detr\u00e1s de las c\u00e1maras”, se\u00f1ala Andr\u00e9s.<\/p>\n

\n\t\t\t\t\t\t\t\t\t\t\tNo te pierdas nada de MarketingDirecto.com y \u00fanete a nuestro Telegram t.me\/MarketingDirecto\n\t\t\t\t\t\t\t\t\t\t<\/p>\n<\/p><\/div>\n

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[ad_1] Sandra Andr\u00e9s, marketing manager Skin Cleansing & Skin Care en Unilever, cuenta en FOA Barcelona 2019 c\u00f3mo se ha gestado #ShowUs, la iniciativa de Dove que defiende la diversidad de la belleza femenina. Cuando una marca impacta a miles de millones de consumidores cada d\u00eda y lleva d\u00e9cadas formando parte de la vida de […]<\/p>\n","protected":false},"author":2,"featured_media":3867,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-3866","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-de-marketing-digital"],"yoast_head":"\nDove, la belleza real que rompe el statu quo - Super News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/super-news.info\/es\/dove-la-belleza-real-que-rompe-el-statu-quo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dove, la belleza real que rompe el statu quo - Super News\" \/>\n<meta property=\"og:description\" content=\"[ad_1] Sandra Andr\u00e9s, marketing manager Skin Cleansing & Skin Care en Unilever, cuenta en FOA Barcelona 2019 c\u00f3mo se ha gestado #ShowUs, la iniciativa de Dove que defiende la diversidad de la belleza femenina. 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