联合利华，同样是全球市场上的许多其他主要参与者，在真正的美到来之前，已经有了自己的营销原则和方法。该公司遵循传统的营销理念，必须依靠市场的细分市场、流行的定价方法、促销和大众媒体传播。然而，竞争的增加使得所有这些过程都是通用的，并且对消费者没有吸引力，这进一步导致了停滞的市场(DuBrin,2013)。在这种情况下，联合利华想要绕道而行，设计出一个创新的计划来对抗这种情况。作为联合利华的化妆品和化妆品品牌之一，多芬选择了一项公益营销活动。在许多情况下，公益营销的定义被认为类似于慈善活动。事实上，相关的营销策略暗示了联合利华品牌战略新时代的来临。
人们知道一个品牌并崇拜它不仅是因为它的产品和服务的特点和好处。除了好处之外，品牌还必须与消费者建立即时联系，这可以通过CRM实现。坚持传统的营销理念，对企业来说，对那些无法修改或改变的产品(如水泥、书籍、水等)有好处，但有了化妆品产品、竞争力量、新产品的修改和产品的变化，都是为了在竞争对手之前获得消费者的青睐(Desmond,2003)。化妆品制造商总是引进更新的特性，以便优于同行。如果化妆品产品不能满足消费者的期望，那么产品就很难忍受市场竞争的愤怒。建立一个庞大的消费群体并不会发生在光鲜的广告或响亮的声明中。只有当品牌为消费者提供独特的价值时才会建立品牌。随着市场营销策略的大幅改善，加上真正的美容运动的推出，联合利华为重新考虑品牌战略提供了一个完美的例子。
Unilever, alike many other major players in the global market, has had its own set of marketing principles and methods until the campaign for real beauty arrived. The company followed traditional concepts of marketing and must have relied on target segments in the market, prevalent pricing methods, promotions and mass media communication. However, the increase in competition made all these processes generic and unappealing to consumers which further resulted in a stagnant market (DuBrin, 2013). In such times, Unilever thought of taking a detour and devising an innovative plan to counter the situation. One of the cosmetic and toiletry products brand of Unilever, Dove was selected for a cause related marketing campaign. In many cases, the definition of cause related marketing was considered similar to a philanthropic activity. Actually, cause related marketing strategy implied the dawn of a new era of branding strategy for Unilever.
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People know a brand and adore it not only for the features and benefits of its products and services. In addition to benefits, a brand must also strike an instant connection with the consumers and that can be achieved by a CRM. Sticking to traditional marketing concepts is good for organizations to deal with products which can never be modified or changed, such as the cement, books, water, etc. But with cosmetic products, the competition forces, new modifications and changes in products are for gaining consumers ahead of competitors (Desmond, 2003). Cosmetic product manufacturers always introduce newer features in order to be superior to peers. If a cosmetic product fails to stand up to the expectations of consumers, it becomes difficult for the product to stand the ire of market competition. Building up a huge consumer base doesn’t happen with glossy advertisements or loud claims. A brand is built only when it offers a unique value for money of the consumers. With a drastic improvement in marketing strategy followed by the introduction of the campaign for real beauty, Unilever served a perfect example of rethinking branding strategy (Borkowski, 2015).
