Brand history of "Dove"

 

Dove soaps were created by an American chemist named Vincent Lamberti and are the trademark goods of Dove, a personal care company based in the United Kingdom. Dove products are manufactured in the United States, South Africa, Turkey, Thailand, India, Pakistan, Australia, Argentina, Egypt, Indonesia, Germany, Japan, China, Brazil, Canada, Mexico, Poland, Philippines, Ireland, and the Netherlands, all of which are owned by Unilever.

Although it began as a women's soap business, it now offers a variety of goods for newborns and men, including lotions, shampoos, oils, conditioners, creams, and bars. Alan Jope is the current CEO of Unilever.

 

How It All Began

While working for Lever Brothers in the early 1950s, Vincent Lamberti was the guy behind Dove soap manufacture, and he possesses the original Dove patents.

Although current advertising show women from non-modeling backgrounds, the first marketing years were different, with the major emphasis on offering true soap that "cremes" skin rather than just cleaning it.

 Launching

The development of Nutrium Moisture technology washing and bathing products focused on feeding the skin, replacing natural nutrients, and keeping it smoother and softer with 1/4th amount of moisturising cream.

 The skincare lotions and creams were developed with Deep Care Complex, which contains natural skin nutrients and essential oils to keep dry skin regenerated, perfumed, and nourished. Antiperspirant deodorants in spray and roll-on form were the company's first foray into personal care goods, and it was a huge success, due to the 1/4th part moisturiser that keeps underarm and body skin smooth by wicking perspiration away from textiles while leaving no trace.

Dove just released Intense Repair Shampoos with Nutritive Repair technology, which moisturises hair and helps it regain strength. The introduction of Oxygen Moisture Conditioners in this category is noteworthy since they improve the smoothness of flat hair by providing 95 percent more volume.

While Dove products have always been white, the unveiling of the Pink Beauty Cream Bar with 1/4th quantity moisturiser was a daring move that paid well. Another recently released product is the Intensive Nourishment Body Cream.

Dove’s Campaigns

Dove's campaigns have never been conventional, starting with the "Simple Face Test" in 1957 and ending with the breakthrough "Campaign for Real Beauty." While "The Perfect 10" featured five ladies selecting their best face for a fashion magazine cover, the #ChooseBeautiful campaign demonstrated how beauty originates from inside. Dove tackled the problem of body shaming by showcasing women of various physiques and questioning whether beauty is defined by one form.

 

Dove organised a photographic campaign in collaboration with Vogue India to illustrate how ladies from all throughout India have their own unique beauty. Dove India also created a series of video campaigns to challenge the stereotypical definition of beauty, in which women of various skin tones, physiques, hair colour, length, and shape, as well as various fashion attire, appeared in front of the camera to say that using Dove and having smooth skin and hair made them feel confident and beautiful from the inside.

Dove's Choose Beautiful campaign was a poll that had "Average" and "Beautiful" signboards placed on shopping centre entrances to assess how women across the world saw themselves.

 

 

 The short clip depicted ladies dressed in various outfits, some unsure which entrance to use, some confidently entering via "Beautiful," while others nervously and nonchalantly coming through "Average." Finally, the ladies being questioned declared confidently with a grin that if given another chance, they would confidently pass through the "Beautiful" door, and most women were observed smiling as they did so.

 

The video clip showed women with different getups, some confused over which entrance to choose, some confidently entering through “Beautiful” while others awkwardly and casually entering through “Average” door. In the end, the women being interviewed, stated confidently with a smile that they would confidently move through the “Beautiful” door if given another chance and most women were seen entering through that with a smile.

Gil Zamora, an FBI-trained forensic artist, came to do two sketches of each lady for Dove's Real Beauty campaign, one as reported by the woman herself and the other as told by another person. And when he showed the ladies two sketches, it was clear that the one described by another person was happier and fresher, making them emotional and aware that they were more attractive than they imagined.

 

Conclusion

Since 1957, the Dove soap has gone a  long way, and it has been complemented by a wide range of body care items from the same-named company. Dove's major goal has always been to enhance the attractiveness and confidence of women, men, and newborns by using cruelty-free and hydrating components in its products.

Dove's product collection is extensive and trustworthy for moisturised, pure, and clean skin that is naturally smooth to the touch, ranging  from soaps to shampoos, deodorants to hand wash. The controversy over Dove's  advertising being racist has been calmed by the company's drive to redefine  beauty.

 

Thank You for reading !!!!

 

References:

History & Marketing Strategies of Dove Brand - brandyuva.in