A

Project
On
“Practical Task for Dove”
In partial fulfilment of the requirement for the subject Strategic
Brand Management

Submitted to
Dr Juhi Shah
Submitted By:

Nirav Popat 202100620010045

Yash Atara 202100620010004
Jainy Gor 202100620010017
Yeshvi Sheth 202100620010268
Rumil Patel 202100620010044
Khushboo Bamaniya 202100620010108
Hasmita Hinglajiya 202100620010147

Marketing
Semester IV
Date of Submission: 17.02.2023

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 PREFACE

The purpose of this project report is to throw light on how the strategic brand management
works. Here, we have studied Dove brand – A HUL Company. Here we have studied the history
of Dove, it’s market position, presence of Dove companies in the marketing platforms,
advertising agencies of Dove. We also have studied about the competitors of Dove in the market
and it’s geographical expansion.

Also, we believe that through this kind of industry analysis we will get a better understanding of
analysing, implementing and executing management principles.

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 ACKNOWLEDGEMENT

We would like to extend our sincere thanks to all the individuals, organizations and online
sources without whose support and help, it would not have been possible to prepare the report

We are highly indebted to Dr. Juhi Shah, professor of Strategic brand management, GLS
University for giving us this opportunity to expand our knowledge through studying, analyzing
and preparing this report, which helped us in better understanding of the importance of
Marketing. Also, for their guidance and supervision that helped us in the completion of this
project.

Our thanks and appreciations towards our colleagues, online sources and people who have
willingly helped us out with their abilities directly or indirectly.

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 TABLE OF CONTENT

SR No. CHAPTERS PAGE NO.

Preface 2

Acknowledgement 3

1 History of the DOVE 6

2 Market Position 15

3 Marketing Promotion 18

4 Presence on Social Networking websites 22

5 Advertising agencies 33

6 Competitors 34

7 Brand elements 49

8 Secondary brand associations 53

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9 Positioning guidelines 55

10 Product – brand Matrix 60

11 Geographical expansion 66

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CHAPTER:1 - INTRODUCTION OF DOVE

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Dove is a brand owned by the multinational consumer goods company Unilever. Dove products are
manufactured in countries around the world.

The products are sold in more than 150 countries and are offered for women, men, and babies.
Dove's logo is a silhouette profile of the brand's namesake bird. Vincent Lamberti was granted the
original patents related to the manufacturing of Dove in the 1950s, while he worked for Lever
Brothers.

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(A) HUL owns the brand DOVE.

Products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers,

hair care, or facial care products. Dove is primarily made from synthetic surfactants, vegetable
oils (such as palm kernel) and salts of animal fats (tallow). In some countries, Dove is derived
from tallow, and for this reason it is not considered vegan, unlike vegetable oil based soaps.

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(B) Managing Director Of HUL:-

Sanjiv Mehta (born 1959) is an Indian business executive, and the

chairman and managing director (MD) of Hindustan Unilever
Limited, India’s largest Fast Moving Consumer Goods Company and
the top five most valuable companies in the country. Mr.Mehta
became the CEO and MD of Hindustan Unilever in October 2013 and
in June 2018 was appointed as the chairman and MD. He also heads
Unilever's business in South Asia, as cluster president encompassing
businesses in India, Pakistan, Bangladesh, Sri Lanka and Nepal Mehta is a member of the
Unilever Leadership Executive, its global executive board.

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(C) Dove Enter in market:-

Since 1993, Indian women have relied on Dove for beautiful skin. Now, Dove helps you
pamper yourself in a new way every day, with a wide range that includes skin care, hair care
and deodorants.
Dove grew from a moisturising Beauty Bar into a global brand with a range of products: body
washes, hand and body lotions, facial cleansers, deodorants, shampoos, conditioners and hair
styling. In 2004, Dove began its Campaign for Real Beauty, followed by the creation of the
Dove Self-Esteem Fund in 2006. It aims to be “an agent of change to educate and inspire girls
on a wider definition of beauty and to make them feel more confident about themselves”. Dove
has created a number of online-only short films, including Daughters, Evolution, Onslaught and
Amy.

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(D) Changes adopted by Dove products:-

Ingredients used in india by dove : Sodium Lauroyl Isethionate, Stearic Acid, Sodium Tallowate
Or Sodium Palmitate, Lauric Acid, Sodium Isethionate, Water, Sodium Stearate,
Cocamidopropyl Betaine, Sodium Cocoate Or Sodium Palm Kernelate, Fragrance, Sodium
Chloride, Tetrasodium Edta, Tetrasodium Etidronate, Titanium Dioxide.
Dove also use same ingredients in us also, and any other countries where the dove product is
sold till now.

Packaging:-
Dove, one of the largest beauty brands in the world, unveils new initiatives and impact figures
to accelerate the global beauty industry’s progress to address plastic waste.
NO PLASTIC: Dove is paving the way for the rest of the sector with industry-leading
innovations – eliminating the use of plastics where possible by using alternative materials and
new packaging formats. Next year its iconic beauty bar single packs will be plastic-free
globally, and development is underway to replace the plastic outer-wrap of its beauty bar
multipacks with a zero-plastic material.

BETTER PLASTIC: - Dove is committed to investing in more sustainable plastic choices to

reduce the use of virgin plastic, supporting the creation of a circular economy for plastics. This
includes today’s announcement that Dove will start to launch new 100% recycled plastic (PCR)
bottles where technically feasible, in North America and Europe by the end of 2019 – across all
ranges. Dove continues to search for solutions where recycled plastic is not currently technically
feasible, including for caps and pumps.

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LESS PLASTIC:-Dove will leverage the technology behind its new reusable, refillable,
stainless steel format deodorant sticks minimum. This technology minimises waste by radically
reducing the amount of plastic required. The launch date is not yet confirmed but work is well
underway. Minimum will be trialled as part of the platform initiative: a first-of-its-kind,
minimal waste, direct-to-consumer shopping system. Dove follows this packaging strategy all
over the world.

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Pricing:-

Dove products were initially premium priced however due to low demand dove reduced the price.
The products are priced slightly higher than competitors. But due to high quality and unique features
of moisturizer and softener demand is high. The brand ensures it maintains its high product quality
& packaging which justifies its price. People who are loyal to the brand continue to purchase the
brand for its obviously qualities. Thus, the price strategy in the market mix mostly is governed by
the competition prices because of the several number of competitor products available.

In Dove, they use three types of strategies. Namely, Competition-based pricing, Product line,
Product Bundle pricing. Competition-based pricing is setting a price in comparison with
competitors. Surely a firm has three options and these are to price lower, price to same or price
higher. So anywhere the price should be same.

For enter in Indian market the Dove not change in any their ingredients or any other formula for
making their product but they change their marketing strategy in India.

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(E) Board of directors of HUL:-

Non-Executive Chairman - Mr Nitin Paranjpe

Chief Executive Officer & Managing Director - Mr Sanjiv Mehta
Executive Director, Finance & IT and Chief Financial Officer- Mr Ritesh Tiwari
Member of the Management Committee - Mr Dev Bajpai
Independent Director - Mr O. P. Bhatt
Independent Director - Dr Sanjiv Misra
Independent Director - Ms Kalpana Morparia
Independent Director - Mr Leo Puri
Independent Director - Dr Ashish Gupta
Independent Director - Ms. Ashu Suyash
Executive Director, Foods & Refreshment for Hindustan Unilever Limited and Executive Vice
President - Mr Srinandan Sundaram

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CHAPTER: 2 – MARKET POSITION

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Dove market share in 2020 and 2021
HUL controls almost half of the country’s Rs 17,000 crore soap market and Dove has a share
of about 5%. ITC’s Vivel, launched about eight years ago, and has a 3% share, which has been
stagnant for the past three years.
Bathing soaps with cooling agents and herbal ingredients are attracting more customers. People
these days prefer herbal soaps because of their therapeutic value. Nearly 315 Mn users in rural
areas will be connected to the internet by 2020. Increased internet penetration will help rural
consumers to explore the market and avail offers online. Growing awareness about sanitation
and increasing disposable income in rural India will be key drivers for the growth of the soap
market.
Dove was most popular in Italy in 2021. The personal care brand received around 49 million
CRP (Consumer Reach Points), which is a ranking calculated by multiplying population,
penetration, and consumer choice. Dove ranked third in Germany, with almost 29 percent of
households buying it. Dove was also a prevalent health and beauty brand globally: in 2021, the
brand was among the leading three health and beauty brands worldwide, with over two billion
consumer reach points.

Dove's sales promotion avtivities

As one of Unilever's most iconic brands, Dove needs constant effective marketing campaigns to
stay in the beauty industry, which is already highly competitive. Through innovative marketing
strategies since the 90s, Dove has been able to retain its market-leading position very well. Let's
see how Dove does it. The marketing strategy of Dove is very different from its competitors.
Instead of taking the regular and easier method of advertising by using beautiful actresses and
models, Dove decided to connect it with real people. Not only did this help the brand connect
with the customers, but it also acquired a distinct and unique brand image for Dove.

Over time, people's attitudes toward brand marketing and consumption patterns have changed a
lot. People no longer buy if they feel like they are being forced to buy or degraded by

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impossible beauty standards. So brand equity and brand image have become an important factor
in increasing retail sales and market share nowadays.

By taking a modern and responsible approach toward beauty care products, Dove and Unilever
earned great popularity for their unique marketing strategy decision.

Promote healthy products:

In its core, Dove's products have always been healthy and gentle for the skin. It helps moisturize
and clean, so customers can enjoy better skin. Dove offers a large range of beauty products,
including facial cleansers, body washes, hand and body lotion, shampoos, deodorants,
conditioners, and hair care products. But only great products are not enough to succeed; it also
needs great marketing.

In an industry where companies profit from insecurity and encourage people to fix their "flaws,”
especially women, Dove boldly addressed the issue of low self-esteem. Dove understood the
importance of being relatable and avoided selling products to make customers feel better, but
remove their insecurities about the human skin condition. So the products of Dove are not only
healthy on the outside, but also on the inside.

Through this, Dove achieves tremendous reach towards the target customers via the empathetic
marketing strategy.

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CHAPTER- 3: MARKETING PROMOTION

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Advertising is just words and images, so it won't convince anybody unless real actions are
taken. So Dove started several projects that focused on true beauty to represent women under a
more real lens in media and other marketing channels. These projects are often contributed by
real people to shatter the beauty stereotypes so women can have a more inclusive version of
beauty on the media.

Dove took its commitment to break impossible beauty standards by the 60th-anniversary
celebration with Dove Real Beauty Pledge's campaign, which had three vows:

We will always feature women, never models.

We will portray women as they are in real life. We won't digitally distort our images.
We will be helping young people build self-esteem and positive body confidence.
In short, Dove promotes beauty in its most real way, without makeup or picture-perfect shapes.
All of its marketing projects focus on strengthening the picture of original beauty, all the way
from the 2000s. This has become a compelling social mission of Dove to build women's self-
esteem ever since.

By long-term commitment and continuous campaigns, Dove can grow a strong connection
between the brand and the customers. Rather than being limited to product promotion or sales,
Dove's compelling marketing strategy addresses the larger issues among generations of women
and elevates the brand's position in the buyer's eyes.

Dove's notable marketing campaigns

Examining what Dove has created over the years shows how the brand is able to accomplish its
success by investing in unique, thoughtful, and sophisticated marketing strategies. In the digital
age, Dove also picked up pretty quickly and transformed its campaigns into activities on diverse
channels, such as stunt marketing or large content creation. This continues to reinforce Dove's
brand positioning while providing more touchpoints for the audience to interact with.

Let's see some of Dove's most notable marketing campaigns to see how they stayed on top of
the beauty industry for years.

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The Real Beauty campaign

In 2004, Dove launched the Real Beauty campaign that aimed to change, educate, and inspire
women on a wider definition of beauty, and make them feel more confident about their bodies.
The first stage featured a series of billboard advertisements that showed regular women instead
of professional models. The messages on these ads invited viewers to vote on whether a woman
was "Fat or Fab" or "Withered or Wonderful" with the results dynamically updated to be
displayed on the billboards.

The campaign connected with an issue of deep concern about the beauty standard among
women, while addressing the insecurities that women had to face. And Dove empathized with
all of them. It brought a higher purpose to the brand and resonated with customers at several
levels.

This continues to be one of the most iconic campaigns that Dove made and inspired many
customers to feel good about their bodies. People were sharing about Dove everywhere and felt
like: "finally, this is a brand that understands my struggle with beauty standards.”

A strong emotional connection with their customer. Dove demonstrates an acute understanding
of customer insights in every iteration of its messaging. Digital marketing campaigns are clever,
insightful and ground-breaking, such as their 2015 #SpeakBeautiful campaign, where they
partnered with Twitter to help counteract negative tweets about body image and to also respond
to these tweets in real-time. To launch the campaign, Twitter and Dove teamed up to create a
video ad about body shaming which aired during the 2015 Oscars pre-show.

Throughout 2015, women used #SpeakBeautiful more than 168,000 times and drove 800
million social media impressions of the campaign.

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For their 2017 ‘Real Women’ photo campaign, they worked with award-winning photographers
to take photos of ‘real women’, specifically highlighting their determination, grit and talent.
Partnering with Shutterstock, these photos were tagged as #beautiful and uploaded to the
content center so that subsequent searches would yield these photos in the results. Dove then
encouraged other photographers and brands to join the cause: a clever move to recruit positive
advocates for its #realbeauty message.

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CHAPTER: 4- PRESENCE ON SOCIAL NETWORKING
WEBSITES

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Social Media Presence:

Dove has the highest total fan followers over the various social media platforms compared to
other top brands like Ivory, Olay, and Suave. Dove has a large fan following on Facebook,
keeping users actively engaged with discount coupons and by keenly answering to the queries
and comments posted on their page.

Dove on Facebook:

Dove’s social media presence is gigantic and very much interactive. Their Facebook page is
updated most likely which has helped them to drive the fan following to 25.6 million over the
platform. The Facebook page is less about direct selling of the products and much about selling
the brand name and image. The posts are all about self-confidence and celebrating who you are
just as you are. Dove celebrates real women, using images of women who do not fit the
orthodox requirement of a model, and receives a lot of respect and followers for its commitment
of celebrating real women. Every comment on the Facebook page is properly and timely
responded that creates decent customer relationship.

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Dove on Twitter:

Dove’s Twitter page is full of empowering posts that has driven the fan following to over
183,300 followers over the platform. The brand posts very little promotional messages via
Twitter page unlike their Facebook page. Dove highly emphasize on developing a brand
personality and defining and broadcasting their beliefs.

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The Dove Website:

Dove’s website focuses on screening how Dove works and helps in improving the skin. The
website also contains information about social missions for which they are working like
celebrating real women, supporting positive self-esteem, and defining beauty as confidence. The
women featured in their advertisements are not any celebrity or a model; rather they are fresh-
faced, natural, and women of all ages. The Dove Insider program encourages interaction with
the brand and develops a sense of community.
https://www.dove.com/in/home.html

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The Dove App:

In the year 2012, Dove launched its mobile campaign as a way to “capitalize on the growth of
mobile devices”. The campaign used the same idea of comparing the advertisements through the
app where users can download the app which allows them to watch videos comparing different
body washes available to Dove. The app delivers evidence of why Dove is the best among the
category.

How Dove Has Evolved:

At the very beginning during 1950’s, Dove focused its advertisement on showcasing the benefit
of their beauty bar – “that it is made with ¼ cleansing cream and that it creams while it cleans.”
The ad was highly comparative, asking women to try Dove for themselves and compare it with
other usual soaps available in the market and feel the difference.

Dove is all about being different. The advertisements from the 1960 had started getting more
ladylike, featuring naturally beautiful and thin models. The 1970’s advertising period moved
ahead and took a turn toward the anti-aging benefits of using Dove soap. This advertisement
crossed all the barriers and went against what Dove stands for today. The period of 80’s and
90’s focused heavily on comparative advertising, using test strips to show the difference
between the moisturizing qualities of Dove compared to the harsh chemicals mixed in other
soap bars. The same method of advertising still persists for the company.

In 2004, the brand changed completely. The hard coming traditional advertisement from years
changed into a campaign with the introduction of the Dove Campaign for Real Beauty that
defined the brand in a new light, not as a company focused on selling their products but as a
movement passionate about activating self-esteem, redefining beauty, and challenging image.
This campaign gave birth to the Dove Movement for Self-Esteem and the Dove Self-Esteem
Fund, committed to mentor children and help them to have confidence and self-pride, and to
believe in their own beauty. Although Dove’s men’s care ads take an entirely different

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approach, Dove’s advertisement targeting women has been extremely focused on these efforts.
Dove is a promise of staying young and beautiful.

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Major events posted by Dove from April 2021:

1. Dove – #NoDigitalDistortion

Perhaps the most powerful campaign of the April 2021 month is Dove’s viral social content
focused on widespread use of digital distortion in online images. The brand, which has a
lengthy history of promoting diversity and authenticity in beauty, and combating harmful
modern beauty standards, is now centering its content on the next generation – the first to have
grown up surrounded by social media from a very young age.
On 20th April, Dove posted a short video on its Instagram feed depicting the rewound process
of a teenage girl taking and uploading a selfie for social media, which included a substantial
amount of in-app photo editing. The film, titled ‘Reverse Selfie’, promptly went viral, thanks in
part to several high-profile influencers and celebrities sharing it to their own feeds and Stories.
At the time of writing, the video has more than 765k views.

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Dove calls the new campaign #NoDigitalDistortion and it forms part of its ongoing Self-Esteem
Project, which has been in place since 2004. It comes as a US study reveals 80% of girls have
distorted the way they look online by the time they reach 13 years-old.

Alongside its compelling visual content, Dove is encouraging social media users to take the
#NoDigitalDistortion Pledge, which asks adults to talk openly to young people about the
dangers of retouching apps, as well as advocate for a more inclusive definition of beauty on
online platforms. Once signed, social users can use a dedicated lens created by the brand to
increase awareness of the pledge and the wider campaign.

Parents and teachers can also download special activity packs to help with these discussions.

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 2. The Dove Self-Esteem Project's #DetoxYourFeed Campaign Exposes the Insidious
Nature of Toxic Beauty Advice in Teens' Feeds:

ENGLEWOOD CLIFFS, N.J., April 27, 2022 /PRNewswire/ -- Teens in the US are spending
increasing amounts of time on social media. NEW Dove Self-Esteem Project research proves
this to be true. 2 in 3 girls in the US are spending more than an hour each day on social media,
which is more than they are spending in person with friends. Beauty advice fills their feeds, but
unfortunately, it is not all positive. In fact, 1 in 2 girls say idealized beauty content on social
media causes low self-esteem.

The Dove Self-Esteem Project research concluded that the majority of girls realize that less time
on social media and taking control of what they scroll, is part of the solution. In fact, 7 in 10
girls felt better after unfollowing idealized beauty content on social media.

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For years, Dove has championed wider definitions of beauty and has taken action towards
making social media a more positive place with campaigns like #SpeakBeautiful,
#NoDigitalDistortion and Reverse Selfie/Selfie Talk.

Today, the Dove Self-Esteem Project is launching the #DetoxYourFeed campaign to empower
teens to define their own beauty standards and choose their own influences by inviting them to
unfollow anything that doesn't make them feel good about themselves. Through a series of
films, educational content, and partnerships with inspiring voices, the campaign encourages
necessary conversations between parents, caregivers and teens about the dangers of toxic beauty
advice.

In a longform campaign film, Toxic Influence, moms and their teens engage in a dialogue
around harmful beauty advice on social media. The film highlights dangerous topics like
"fitspo," "thinspo" and the promotion of elective cosmetic procedures to young girls. Moms
who participated were surprised to learn that this type of harmful beauty advice has become
normalized for their daughters. They were inspired to have the important conversations around
what their daughters are seeing in their feeds.

"We've identified a clear problem that is eroding the self-esteem of our girls and needs
immediate attention and action. We created this #DetoxYourFeed campaign to not only raise
awareness around the insidious nature of toxic beauty advice, but to also help parents navigate
tough conversations and empower teens to unfollow content that makes them feel bad about
themselves," says Leandro Barreto, Global Vice President of Dove. "While it may be a bit
overwhelming at times, we hope it will contribute to important conversations that lead to a more
positive experience for teens on social media."

80% of girls would like their parents to talk to them about how to manage idealized beauty
posts, so the Dove Self-Esteem Project has developed academically-validated resources and
tools to help parents navigate important conversations with their kids and empower teens to
#DetoxYourFeed:

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"Detox Your Feed: The Parents Guide" – a three-minute educational film for parents, caregivers
and mentors on facilitating conversations with young people about the harms of social media.
"The Confidence Kit" – free Dove Self-Esteem Project workbook and tool featuring a new
section, "Detox Your Feed: Talking to Your Kids About Toxic Social Media Advice."

Registered Social Worker & Psychotherapist, Nadia Addesi, who has used her expertise to
foster digital self-esteem for her community on TikTok, says "This campaign is important as
public discourse grows around the harmful effects social media can have on girls. It
contextualizes the insidious nature of harmful beauty advice that's become normalized in teens'
feeds. While it might feel harmless, given half of girls say social media causes low self-esteem,
ongoing exposure has the potential to have a negative and lasting impact. "

The Dove Self-Esteem Project is the world's largest provider of body confidence education
globally, reaching more than 82 million young people across 150 countries to-date through
initiatives like the #DetoxYourFeed campaign. In the U.S alone, Dove reaches more than six
million kids per year, through partnerships with Boys & Girls Clubs of America and education
consultancy, Cairn Guidance. By 2030, Dove will have helped 250 million kids and teens boost
their self-esteem through educational programming and no-cost resources.

To help spread the #DetoxYourFeed message, Dove is partnering with Gabrielle Union and
Zaya Wade to remind everyone that the power to curate your feed and overall experience with
social media is in your hands. "As a parent and someone who's felt the pressures from social
media to look perfect, it's important to me that people realize what's on their teens' feeds and
help them confidently navigate conversations about it.' says Gabrielle Union. Zaya Wade adds,
"I want people to know they can prioritize themselves and set boundaries on social media, and
that it can be a positive place if you unfollow content that doesn't make you feel good."

Dove believes no one should follow anyone into thinking they aren't beautiful and empowering
teens to #DetoxYourFeed will help build the body confidence and self-esteem of a quarter
billion girls by 2030.

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 CHAPTER: 5- ADVERTISING AGENCY

World's most creative partnerships: Dove and Ogilvy & Mather. A 60-year relationship still
spawns some of the world's most influential advertising.

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CHAPTER: 6- COMPETITORS OF DOVE

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 Competitor’s of DOVE:

Dove is a popular brand of personal care products, owned by Unilever. It is considered as the
home for real beauty. It is originated from the United Kingdom. Dove has been working
towards making beauty a great source of confidence.
The various products of Dove are manufactured in many countries like Argentina,
Brazil, China, Canada, Germany, Indonesia, India, Ireland, Japan, Netherlands, Pakistan,
Poland, South Africa, Thailand and the United States. The various products manufactured by
Dove are deodorants, body washes, beauty bars, lotions, and facial and hair care products.
Basically, the dove products are produced from synthetic surfactants, vegetable oils, and salts of
animal fats.

Dove Competitors in Beauty segment

1) Olay:

Olay was originated from South Africa during the year 1949. It was initially popular with the
name Oil of Olay. Olay had a unique marketing campaign. It did not describe the product as a

35
moisturizer or a beauty product in its packing. They had the slogan as “Share the secret of a
younger looking you” and it mentioned about the beauty secret of using oil of Olay.

During the year 1985, Olay was acquired by Proctor & Gamble. Over the years it has been
recognized as one of the billion-dollar brands. Their various products fall under the category of
facial cleanser, daily treatment, facial moisturizer, BB cream, age protect, and classics.

The facial cleanser products include foaming cleanser, white radiance brightening foaming
cleanser, moisture balance foaming face wash with Vitamin E, and face wash with Aloe. The
daily treatment includes products related to eye treatment and serum. Olay produces
moisturizing cream for day, night, and sun. The Olay Age Protect Anti-ageing Cream is the
cream for age protection. Due to their various products, Olay is regarded as one of the top Dove
competitors.

2) Nivea:

Also regarded as a top personal care brand, Nivea is a German brand that was introduced in the
year 1911. It is focused on various products for body-care, face, sun, men, and highlights. It is
considered as one of the leading companies in the field of skin care. The products of Nivea cater
to the needs of our customers.

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Nivea Face Care products are produced to offer the right products for all the skin types and
ages. Their various face products are purifying face wash, total face cleanup, refreshing face
wash, skin refining scrub, Nivea crème, Nivea soft, dark spot reduction face wash, oil control
face wash, and all in one face wash.
Nivea Body products offer a wide range of creams that suit all types of skin. The various
products are Nivea cream, Nivea soft, Nivea fresh pure shower gel, oil shower gel, Crème care
shower gel, nourishing body milk, and body lotion.

Nivea Deocaters to the requirements of various consumers across the globe. It provides superior
deodorant protection that has been trusted care from Nivea. Nivea Sun offers the sun protection
creams that are more important for all individuals. Their products are Protect & Fresh, and
Refreshing Sun Lotion.

Nivea men offer various products for men to make them feel good and be well-groomed in their
looks. The products are Nivea Men Protect & Care, Moisturizing After Shave Balm, and
shaving gel. Due to their wide range of products, Nivea is considered as one of the top Dove
competitors.

3) Clinique:

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A well-known American brand, Clinique was established in the year 1968.It is a personal care
and cosmetic company that produces toiletries, skin care products, cosmetics, and fragrances. It
is basically sold in high-end department stores in the USA.

This brand is best suited for this having sensitive or problematic skin. It is considered as one of
the biggest skin care and cosmetic brands in the world. Clinique stores are seen in across 135
countries in the world. The products of Clinique are free from allergies and fragrance. It also
has some non-comedogenic makeup products whose prices are little more.

The various skin care products are cleaners & makeup, removers, exfoliators & masks, eye &
lip care, hand & body care, and moisturizers. Clinique also produces various products for
concern like anti-blemish, age prevention, dark spots or uneven skin tone, dryness, lines &
wrinkles, pores, and sun protection. Clinique also produces various makeup products for face,
eye, and lips. Their products for face include blush, bronzer, concealer, foundation, and powder.
For the eyes, Clinique produces brows, eyeliner, eyeshadow, and mascara. Lipstick and lip gloss
for lips. As Clinique is one of the fastest growing personal and cosmetic companies, it is
considered as one of the top Dove competitors.

4) L’Oreal:

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A popular French company, L’Oreal is the leading company in the personal care and cosmetic
industry. The company is headquartered in France and was established in the year 1909. It has
an annual sale of various products of about $27.2 billion dollars.

L’Oreal’s products are categorized for makeup, skin care, hair color, hair care, and
men. Loreal’s popular brands are L’Oreal Paris, Garnier, Softsheen and Maybelline New York.
Few luxury brands like Giorgio Armani, Lancome, Yves Saint Laurent, and Kiehl’s.

L’Oreal’s makeup products are catered for eyes, face, lips, and nails. They even produce
makeup tools. L’Oreal produces various skincare solutions for the beauty needs. The various
skincare products are developed with great care and tested with top scientists.

Their skin care products are cream, mask, day cream, eye cream, night cream, makeup remover,
mist, serum, sunscreen, cleanser, scrub, and toner. Their skin care products treat for various skin
types.

L’Oreal hair color makes the user feel young with their excellence cream and the various colors.
The hair care products are permanent hair color, semi-permanent hair color, and temporary hair
color. They even produce various hair care products like to beautify the hair.

They are shampoo, hair conditioner, oil-in-cream, serum, and masque. As L’Oreal is a leading
brand in personal care and beauty products, it is considered as one of the top Dove competitors.

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5) Lancome:

Lancome is a French company founded almost 83 years ago. It is a part of L’Oreal luxury
products and manufactures skin care, perfumes, fragrances and make-up products. The various
skin care products are cleansers & toners, moisturizers, face and eye serum, eye, and lip care,
men’s skin care, body care, sun care, masks, exfoliators, makeup removers, self-tan, and facial
peels.

Their skin care products help to brighten the skin with flawless and perfect skin. Lancome
produces various makeup products for face, eyes, lips, and nails. Their products cater to the
requirements of the customers whether they are looking for trend products, classics or basics.
Lancome’ perfume provides a new signature scent.

They have huge varieties of perfumes for men and women. Lancome products are available to
their customers through their online stores also. The company provides special offers for online
customers. They also have the membership scheme where the customers can earn points each
time when they purchase their products. Due to their various products, Lancome is considered
as one of the top Dove competitors.

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6) Neutrogena:

Neutrogena is an American brand of skin care, cosmetics, and hair care, headquartered in Los
Angles, California. Founded in the year 1930, their products are distributed across 70 countries.
It is dermatologist tested skincare brand and offers many products for hair and skin care. It is a
brand of Johnson & Johnson Company.

They produce various makeup products for eyes, face, and lips. They even produce makeup
removers. The eye makeup products make the eyes stand out and also that matches the color of
the skin. The face makeup products provide the user with beautiful makeup that takes care of
every skin.

Their skin care products provide facial cleanser, moisturizer, cream, serum, and masks. It also
provides acne concern, aging skin concern, dark circles cream, dry and sensitive cream, and oily
cream.

They also manufacture sunscreen cream for adult and kids. The sun products are in the form of
lotions, sprays, and sticks. As Neutrogena has gained acceptance in the medical profession and
due to their available products, it is regarded as one of the top Dove competitors.

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7) Estee Lauder:

A well-known cosmetic company, Estee Lauder is an American brand headquartered in New

York, United States. This brand is famous for various skin care products, makeup products, hair
care products and fragrances. It produces many products that are spread globally through
various channels like retail stores, online commerce, etc.

Established in the year 1946, Estee Lauder started its journey in manufacturing four products
like cleansing oil, all-purpose crème, skin lotion and crème pack. Later it expanded its
production to various other products for cosmetics, fragrances and hair care.

Estee Lauder produces various products for face, eye, and lip makeup. The various products for
face makeup are contouring, foundation, concealer, bronzer, powder, primer, and compacts. For
the eye makeup, their products are contouring, eyeshadow, mascara, eyeliner, and brow pencil.
Lipstick and lip gloss for lip makeup.

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Apart from these products, Estee Lauder produces advanced products like Advanced Night
Repair which helps to repair renews and hydrates the skin. The various products under
Advanced Night Repair are Advanced Night Repair night cleansing balm, Advanced Night
micro-cleansing foam, and Advanced Night Repair Eye. Due to their various kinds of products,
Estee Lauder is considered as one of the top Dove competitors in the world.

Dove Competitors in Baby products

8) Johnson and Johnson (For baby products):

Johnson cosmetic brand is a private business that is formed in Chicago, the United States of
America in the year 1954. It is known for manufacturing hair care and cosmetic products.
Cosmetics belong to the safest category of products.

Every cosmetic product of Johnson has been designed to meet the strict safety standard. Johnson
takes responsibility for ensuring safety in the products. Johnson conducts regular and specific
tests for the products and their ingredients used. The safety information is shared with health
authorities. The products are registered under US FDA.

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Johnson has their beauty product sales for about $5.9 million which includes baby, skin and oral
care products. The most famous brands of Johnson are Johnson’s Baby, Neutrogena, Aveeno,
and Listerine. The well-known baby products are the baby wash, cream, cotton buds, diaper
cream, gift packs, hair care, lotion, nappy pads, oil, powder, soap, shampoo, and toothbrush.
Due to their various available brands, Johnson is regarded as one of the top Dove competitors in
the world.

9) Himalaya

A well-known drug company, Himalaya was established in the year 1930 in Bangalore. It
started its production of various products with the intention to eradicate the old system of
medicine and to bring in Ayurveda to the society. Since its formation, the company has been
focused on developing safe, natural and advanced remedies. It helps people to lead a healthier
life. The health and personal care products of Himalaya are recommended by almost 400,000
doctors worldwide and have consumers in about 90 countries.

Himalaya is well-known for baby care products. It nourishes the baby’s skin with nature. The
various products are baby cream, baby lotion, baby powder, and diaper rash cream, gentle baby
bath, moisturizing baby bath, and gentle baby shampoo, gentle cleansing baby wipes,
moisturizing baby soap, and nourishing baby oil.

Apart from the baby care products, they also produce various products for face care, body care,
hand & foot care, hair care, baby care, health care, and oral care. The various face care products
are face wash, face scrubs, face masks, face creams, facial wipes, fairness, eye care, and lip
care. The various products for body care are general purpose cream, body lotions, and soaps.
For the hair, they produce shampoo, conditioners, hair creams, and hair oils.
The healthcare products are pain balm, cold balm, anti-stress massage oil, pain massage oil,
muscle and joint rub, and antiseptic cream. Due to their various available products, Himalaya is
regarded as one of the top Dove competitors in the world.

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Dove Competitors in Soaps & Shampoos

10) Lux:

Lux is a famous beauty brand whose products help the users to shine. The company’s business
operation includes manufacturing cosmetics, perfumes, and other toiletries. They manufacture
products for skin, body, hair. The bath and body products of Lux are prepared from the finest
ingredients and the user will enjoy the shower.

The magic spell body wash is a fragrance of rare black orchids that will last up to eight hours
after the shower. The soft touch body wash is finely scented. The fragrance of fresh blooming
Jasmines is felt in the velvet touch body wash.

The bars of Lux get a plush lather and they are prepared from the finest ingredients. Every care
is taken care that the skin is cleansed and moisturized. Due to the various products, Lux is
considered as one of the top Dove competitors.

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11) Pears:

A well-known soap brand, Pears has been manufacturing soap since 1807. It was established in
London. It is the world’s first translucent soap. The pears soap is manufactured in a different
way as compared to the other soaps. Tallow and other fats are mixed and saponified by an alkali
in methylated spirits. The soap bars are produced in 75 g and 125 g.

The various products of Pears soap are Pears oil clear & glow soap bar, Pears pure and gentle
soap, and pears soft and fresh soap bar.

The Pears pure and gentle bar is the oldest of all the pears soap. This soap is enhanced with
natural oils and glycerin. This will moisturize the skin to keep it smooth and flexible. The soap
is very gentle and it does not break or dry out the skin. Due to their brand, Pears is considered as
one of the top Dove competitors.

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12) Sunsilk:

Also regarded as a top Dove competitor, Sunsilk is a popular hair care brand that is produced by
the Unilever group. Founded in the year 1954 in the United Kingdom, Sunsilk products are
available in most of the countries. It is considered as the top hair care brand.

The various hair products of Sunsilk will keep up the hair in good form. It has various
shampoos and conditions for hair care like thick and long, soft and smooth, perfectly straight,
long and healthy, stunning black shine, and hair fall solution.

The hair care products of Sunsilk are simple, vibrant, scented, and colored. It stands shoulder to
shoulder with every step. It helps to keep the hair strong and well-groomed. Due to their brand
and various products, Sunsilk is considered as one of the top Dove competitors.

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13) Pantene:

One of the famous American hair care brands, Pantene is owned by Procter & Gamble. It was
established during the year 1945. Pantene’s product 2-in-1 shampoo which has shampoo and
conditioning became famous globally.
Their various products are advanced care, anti-breakage, and aqua light, beautiful lengths,
classic clean, curl perfection, daily moisture renewal, damage detox, everlasting ends, heat
shield, ice shine, the sheer volume and many more.
Few of the ingredients that are used by Pantene are fragrance, Propylparaben, isobutene,
Methylisothiazolinone, Bis-peg-4 Dimethicone, Octinoxate, Triisopropanolamine,
Methylchloroisothiazolinone, Potassium Hydroxide, Benzyl Alcohol, Triethanolamine and
many more. Due to their various available brands for hair products, Pantene is regarded as one
of the top Dove competitors.

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CHAPTER: 7- BRAND ELEMENTS

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Dove is an American personal care brand owned by the British multinational consumer goods
company Unilever. Dove products are manufactured in countries around the world. Dove’s logo
is a silhouette profile of the brand’s namesake bird.

Dove is committed to helping all women realize their personal beauty potential by creating
products that deliver real care. Dove believes that beauty should be for everyone, because when
you look and feel your best, you feel better about yourself.

Info

Product type: Personal care

Owner : Unilever
Introduced : March 8, 1957
Website : www.dove.com

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Dove Tagline / Slogan:

1. “Beauty is for everyone

2. Real beauty from Real Care.
3. The secret of beautiful hair.
4. Give your hair just the right level of care.
5. Nourished hair, beautiful hair.
6. Everyday Moisture is the key to beautiful skin.
7. Let’s change beauty.”

Mission statement:

Dove is committed to helping all women realize their personal beauty potential by creating
products that deliver real care. Dove believes that beauty should be for everyone, because
when you look and feel your best, you feel better about yourself.

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 Dove ditches ‘Real Beauty’ in favour of ‘Body
Language’:

Code named ’Darwin’, the Unilever-owned brand will launch the new strategy in the next few
weeks. Dove launched its global Real Beauty campaign in 2004 with the aim to highlight body
images issues, but is now tasking Ogilvy London with replacing it with a new ’Body Language’
marketing campaign that will instead talk about how Dove products make you feel confident
and attractive.

Sources say that the new campaign will aim to exude fun and be less ’preachy’ than the Real
Beauty message. Social media, with an emphasis on Facebook, will be the main focus of the
campaign. However, television and press will support the massive social media push.

In response, Unilever global communications marketing manager Stacie Bright has issued a
statement saying:
“The Dove Campaign for Real Beauty started a global conversation about the need for a wider
definition of beauty more than six years ago. The Campaign for Real Beauty slogan has not
been used consistently across the brand as the tagline depends on whether we are launching a
new product or having a master brand campaign.”

“Our bold vision for the brand remains exactly the same. We aim to create a world where
beauty is a source of confidence, not anxiety. We are excited to give all women the opportunity
to join us as we work to make our vision a reality. As discussed, we remain committed to real
beauty, which will continue to be evident in all of the work we are doing.”

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CHAPTER: 8- SECONDARY BRAND ASSOCIATIONS

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Dove also leveraged secondary associations to build their brand equity. They associated
themselves to third parties to further promote their “Real Beauty Campaign”.

They developed a strategic partnership with an advocacy organization, American Women in

Radio and Television, and created the “Dove Real Beauty Award” for the organization’s annual
gala.

They also established global Dove Self-Esteem Fund to raise the self-esteem of girls and young
women. They entered into partnership with Girl Scouts of USA that helped build self
confidence in girls aged 8 to 17 with educational resources and other activate

Understand your consumer and their emotions. When you build relationships with individual
people you normally compliment them on something they have done. Why not apply this to a
larger scale? Know you will have critics no matter what campaign you create and implement.
The difference between the successful campaigns and unsuccessful campaigns is whether or not
that message is a true, honest message your company stand behind no matter what, and appeals
to your target market.

Building a story, consumers can relate to is a crucial element when differentiating your brand.

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CHAPTER: 9- POSITIONING GUIDELINES

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In 1957 Dove launched, it differentiated itself from competitors by positioning itself as a
“beauty bar” as opposed to a soap (like its competitors), and emphasised that it contained one-
fourth moisturising cream, was gentle and was not drying to the skin like other brands in the
category. As the years went by, competitors started to mimic the brand in terms of its
moisturising aspect. Dove had to look at new ways to evolve and further differentiate itself in
the market and gain a competitive advantage.

This was how “the real beauty” campaign was born in 2003. This campaign was unconventional
in the sense that it stood to redefine unrealistic beauty standards by showcasing women of all
sizes, and across age, with all of their flaws and imperfections, which were portrayed as
beautiful, self-assured and confident women. It spoke to the masses of women who deal with
self-confidence issues and reassured them that they are beautiful as they naturally are. Due to
the unconventional boldness of the campaign’s commercials and advertisements, significant
conversation was generated both on and offline of the brand, including media coverage. This
new positioning strategy was great for the brand in the sense that it generated free publicity and
increased brand awareness. Dove sales increased by 700% during the first half of the year after
the launch.

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The functional product benefits such as gently, moisturising and not drying to the skin has
remained the core differentiating factor about the brand. The brand has managed to further
differentiate itself by offering intangible value to consumers. It has done this by positioning
itself as endorsing realistic beauty standards by encouraging real natural beauty in order to build
consumers (especially women) self-confidence, self-esteem and ultimate self-acceptance across
all consumer touch points. By doing this, it has managed to resonate with its target market who
believe and buy into the brand for what it represents and stands for, in support of the movement
towards celebrating realistic beauty standards. No other brand in its category has authentically
achieved this and Dove has gained a competitive advantage in its category due to this
positioning strategy.

Dove also differentiates itself from its competitors by consistently communicating and
endorsing real natural beauty, self-confidence and self-acceptance across all platforms
(commercials, print adverts, website and social media) by featuring imagery of real ordinary
women. It is also the only brand in its category that distinguishes itself by taking a real beauty
pledge not to distort or visually enhance any of their images of women. No other competitor can
promise this. Furthermore, Dove encourages dialogue and invites women to join the
conversation about beauty across their various social media platforms. This develops a sense of
community with the consumers, encourages engagement with the brand and also allows

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consumers to establish a connection with the brand. The Dove brand uses a customer-focused
approach and the brand is positioned as having the consumers best interest at heart in wanting to
empower consumers to be confident in their own skin as they naturally are. Dove gains a
favourable place in the consumers mind in this instance as this is not done by competitors in the
personal care category.

Furthermore, unlike other brands in its category, Dove differentiates itself by utilising a cause
marketing approach through its social mission initiatives to illustrate that dove is committed and
believes in what it portrays to be endorsing. The “Dove Self Esteem Project which looks at self-
esteem education to build self-confidence and empower women and girls across the world to
reach their full potential. This positions the brand as being committed to creating social value
and helps to distinguish the brand from competitors. Consumers emotionally buy-in to the brand
from this aspect as they feel that they are doing the right thing to help other women and girls
that may be struggling with self-esteem/confidence issues. This is also beneficial for the brand
in the sense that it establishes a base of customers that are brand loyalty and customers are more
likely to pay more for a brand that is committed to creating community value (Nielson Global
Online Survey; 2015) The brand can, therefore, ask a higher price as the perceived value is
high.

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Dove products are positioned as a personal care product that caters to the everyday women
across the world. They predominately focus on positioning their brand around aspects of
femininity and beauty that speak to the female market. The brand is positioned unlike other
brands in the personal care products category in that it aspires women to embrace their natural
looking beauty as they are regardless of their shape, size, age or race with the aims to celebrate
realistic beauty standards and ideals.

Dove has successfully managed to have a competitive advantage in its category because it has
looked beyond the product features of the brand to differentiate itself by focusing on endorsing
realistic beauty standards in a beauty-obsessed culture. It achieves this through its effective
positioning strategy that resonated with their target market in positioning the brand favourable
in the mind of the consumer. This has meant tremendous success for the brand in establishing
brand equity, brand loyalty and sales.

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CHAPTER: 10- PRODUCT – BRAND MATRIX

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BCG Matrix of Dove

The BCG Matrix for Dove will help Dove in implementing the business level strategies for its
business units. The analysis will first identify where the strategic business units of Dove fall within
the BCG Matrix for Dove.

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STARS:

 The financial services strategic business unit is a star in the BCG matrix of Dove. It operates
in a market that shows potential in the future. Dove earns a significant amount of its income
from this SBU. Dove should vertically integrate by acquiring other firms in the supply chain.
This will help it in earning more profits as this Strategic business unit has potential.
 The Number 1 brand Strategic business unit is a star in the BCG matrix of Dove, and this is
also the product that generates the greatest sales amongst its product portfolio. The potential
within this market is also high as consumers are demanding this and similar types of
products. Dove should undergo a product development strategy for this SBU, where it
develops innovative features on this product through research and development. This will
help Dove by attracting more customers and increases its sales.
 The Number 2 brand Strategic business unit is a star in the BCG matrix of Dove as Dove has
a 20% market share in this category. It also the market leader in this category. The overall
category is expected to grow at 5% in the next 5 years, which shows that the market growth
rate is expected to remain high. Dove should use its current products to penetrate the market.
This could be done by improving its distributions that will help in reaching out to untapped
areas. This will help increase the sales of Dove.

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CASH COWS:

 The supplier management service strategic business unit is a cash cow in the BCG matrix of
Dove. This has been in operation for over decades and has earned Dove a significant amount
in revenue. The market share for Dove is high, but the overall market is declining as
companies manage their supplier themselves rather than outsourcing it. The recommended
strategy for Dove is to stop further investment in this business and keep operating this
strategic business unit as long as its profitable.
 The Number 3 brand strategic business unit is a cash cow in the BCG matrix of Dove. This is
an innovative product that has a market share of 25% in its category. Dove is also the market
leader in this category. The overall category has been declining slowly in the past few years.
Dove has the power to influence the market as well in this category. It should, therefore,
invest in research and development so that the brand could be innovated. This will help the
category grow and will turn this cash cow into a star. The overall benefit would be an
increase in sales of Dove.
 The international food strategic business unit is a cash cow in the BCG matrix for Dove. This
business unit has a high market share of 30% within its category, but people are now inclined
less towards international food. This change in trends has led to a decline in the growth rate
of the market. The recommended strategy for Dove is to invest enough to keep this strategic
business unit under operations. If it no longer remains profitable and turns into a dog, then
Dove should divest this strategic business unit.

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QUESTION MARK:

 The local foods strategic business unit is a question mark in the BCG matrix for Dove. The
recent trends within the market show that consumers are focusing more towards local foods.
Therefore, this market is showing a high market growth rate. However, Dove has a low
market share in this segment. The recommended strategy for Dove is to invest in research
and development to come up with innovative features. This product development strategy
will ensure that this strategic business unit turns into a cash cow and brings profits for the
company in the future.
 The Number 4 brand strategic business unit is a question mark in the BCG matrix for Dove.
This strategic business unit is a part of a market that is rapidly growing. However, this
strategic business unit has been incurring losses in the past few years. It has also failed in the
attempts made at innovation by research and development teams. The recommended strategy
for Dove is to divest and prevent any future losses from occurring.
 The confectionery strategic business unit is a question mark in the BCG matrix for Dove.
The confectionery market is an attractive market that is growing over the years. However,
Dove has a low market share in this attractive market. The low sales are as a result of low
reach and poor distribution of Dove in this segment. The recommended strategy for Dove is
to undergo market penetration, where it pushes to make its product present on more outlets.
This will ensure increased sales for Dove and convert this strategic business unit into a cash
cow.

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DOGS:

 The plastic bags strategic business unit is a dog in the BCG matrix of Dove. This strategic
business unit has been in the loss for the last 5 years. It also operates in a market that is
declining due to greater environmental concerns. The recommended strategy for Dove is to
divest this strategic business unit and minimise its losses.
 The Number 5 brand strategic business unit is a dog in the BCG matrix for Dove. This is
operating in a market segment that is declining in the past 5 years. The company also has
negative profits for this strategic business unit. However, it is expected that the market will
grow in the future with environmental changes that are occurring. The recommended
strategy for Dove is to invest in the business enough to convert into a cash cow. This will
ensure profits for Dove if the market starts growing again in the future.
 The synthetic fibre products strategic business unit is a dog in the BCG matrix of Dove. The
market for such products has been declining, and as a result of this decline, Dove has been
facing a loss in the past 3 years. The market share for it is also less than 5%. The
recommended strategy for Dove is to divest this strategic business unit to minimise any
further losses.
 The artificially flavoured products strategic business unit is a dog in the BCG matrix for
Dove. These products were launched recently, with the prediction that this segment would
grow. However, with increasing health consciousness, people are now refraining from
consumption of artificial flavours. The market is shrinking, and Dove has no significant
market share. The recommended strategy for Dove is to call back this product.

Some of the strategic business units identified in the BCG matrix for Dove have the potential of
changing from their current classification. For example, a dog changing to a cash cow. These
have been identified in the BCG matrix of Dove and recommended strategies to ensure such
change have also been made.

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CHAPTER: 11- GEOGRAPHICAL EXPANSION

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Dove, launched as a bar soap brand in 1955 known for its moisturizing quality, was in a box
doing a respectable $200 million dollars in sales in the early 1990s. The brand then broke out of
the box and aggressively grew its sales with brand extensions, product innovation, and
geographic expansion.

Sales were over three billion in 2011, the last year that sales were reported, and are much more
now. This growth was earned in an intensively competitive arena with large, smart, established
competitors.

The extension strategy was to leverage the moisturizer attribute heritage of the brand into new
categories supported by meaningful innovation. The first extension success was the Dove
Moisturizing Body Wash with the innovative Dove Nutrium technology that deposited lipids,
Vitamin E and other ingredients onto the skin. This was followed by entries into deodorants,
disposable face cloths, shampoos with Weightless Moisturizer, Nutrium soap, and lotions with
Shea Butter. Dove also entered the male market with Dove Men+Care and recently entered the
baby market with baby Dove.
Each extension’s success was based in part on compelling value propositions. Additionally, an
aggressive global expansion resulted in the brand, once a factor in only a few countries, now
having a presence in over 80 countries.

An important ingredient to Dove’s successful growth was its “Campaign for Real Beauty”,
originated in Brazil by Ogilvy & Mather in 2004. The campaign set out to make women aware
that they have real beauty, not based on a standard of a young, model-thin body with excessive
make-up. The goal was to change the way that women are perceived and to improve their self-
esteem.

The campaign started with advertisements showing real women that may have been older or
heavier than the “ideal” but exhibited beauty. Billboard ads invited passers-by to vote on
whether a model was, for example, “Fat or Fab”, “Flawed or Flawless” or “Wrinkled or
Wonderful”, with the results of the votes dynamically updated.

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One of the campaign videos shows a forensic sketch artist drawing several women first based
only on their descriptions of themselves (he does not actually see them) and then based on the
descriptions of a stranger. The subject, seeing the resulting sketches side-by-side, realizes that
the sketches inspired by strangers are much more flattering than the versions from their own
self-descriptions show the tagline “You are more beautiful than you think.” The first two 3-
minute Dove Real Beauty Sketch ads each got over 35 million viewers within two weeks of
being posted on YouTube. Thirty-five million!!!

The Real Beauty Campaign expanded the brand and its relationship to customers by connecting
with an issue of deep concern: the appearance and self-confidence of themselves and their
daughters. It also provided energy and visibility that enhanced all the Dove products.
Regarding to geography, Dove targets the Midwestern United States since the weather from
November-March is very cold in this area. When our skin gets cold it gets dry. Dove beauty
bars will help nourished the skin to keep it smooth and healthy-looking skin.
Dove beauty bar soap uses competitive advertising. In the ad, Dove shows us that Dove is better
than soap. It is not an ordinary soap and it is different than others. Dove also uses health
advertising appeal for this ad. It shows that the product is gentle and keeps our skin nourished as

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well as clean. The PH formula is milder than ordinary soaps, which can result in dryness and
irritation. Dove creates a difference between its product and its competitor’s products. By using
this type of advertising, Dove can appeal to the consumers who are body conscious and want to
have healthy and beautiful skin. Therefore, Dove can influence the consumer’s purchasing
decision and acquire a larger market share.

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