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DOVE- the world’s top cleansing brand

DOVE- the world’s top cleansing brand feel good , look good. ORIGIN. STARTED IN 1957 AS A BEAUTY SOAP BAR CLINICALLY PROVEN MILDER FOR DRY SENSITIVE SKIN HALF OF THE WOMEN – DRY SKIN. Target Customer. WORLD OF HYPE AND STEREOTYPES

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DOVE- the world’s top cleansing brand

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  1. DOVE- the world’s top cleansing brand feel good , look good

  2. ORIGIN • STARTED IN 1957 • AS A BEAUTY SOAP BAR • CLINICALLY PROVEN • MILDER FOR DRY SENSITIVE SKIN • HALF OF THE WOMEN – DRY SKIN

  3. Target Customer • WORLD OF HYPE AND STEREOTYPES • PROVIDES ALTERNATIVES FOR WOMEN – BEAUTY COMES IN ALL SHAPES AND SIZES. • IMP – HOW YOU FEEL RATHER THAN HOW YOU LOOK

  4. MARKETING STRATEGY • Advertisements • Real women in their ads without any re-touching • Current campaign in major TV channels, newspapers and women’s magazines. • Ground breaking campaign – Dove firming lotion – features women of all shapes and sizes

  5. PRODUCTS • PRODUCTS REALLY MAKE A DIFFERENCE TO THE CONDITION AND FEEL OF HER HAIR AND SKIN • MOISTURISING BODY WASH, DEODARANT,BODY LOTIONS ,CLEANSERS,SHAMPOOS AND CONDITIONERS

  6. Certain Facts • Just 12%- satisfied with their physical attractiveness. • Only 2% - describe themselves as beautiful. • 68% - media sets an unrealistic std of beauty. • 75% - media should do a better job in portraying the diversity of women’s attractiveness across all ages.

  7. DSEF • Launched in 2004. • Committed to their mission • Aims to educate and inspire young girls –workshops- protect and nurture their body-related self esteem and become fully realized adults. • By 2010 they aim to reach the lives of 5 million young people.

  8. True You Workbook • Body Talk

  9. Conclusion • Dove aims at beauty at every age. • Helps women to feel good • Boosts their self esteem • Distorted the conventional definition of beauty.

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