Dove Brand Analysis

Improved Essays
Brands and companies that are a part of the beauty industry have very important standards to uphold. This critical industry relies on the feelings and attitudes of their consumers in order to make a long-lasting presence and to become a household name brand. The company, Dove, known for its body bar and moisturizers, has achieved this quality. Due to the fact that Dove is not a makeup company, they have instilled a unique element to their brand by making their customers feel beautiful just by using their widely-known body wash. Dove was founded in 1957 by the Lever Bothers, which is now owned by its parent company, Unilever, which originated in the United Kingdom (Dove: Brand Profile 2017). The Idea for this new moisturizer came about during …show more content…
They came out with a dishwashing soap, although it was unsuccessful. Later in the 1990s, Dove used their famous formula and created new cleansing personal care products including, deodorants, facial, and hair care products (Dove: Brand Profile 2017). In 2004, Dove released its Dove Self Esteem Project and the start of the Real Beauty campaign and changed the way the company was viewed in the market. When it was found that only about 2 percent of women believe that they are beautiful, Dove took it upon themselves to spread awareness and to change this statistic (Dove 2017). Their mission is to create a world that women grow up with a positive body image, confidence, and feeling beautiful in their own natural skin (Welcome to Dove. 2017). Dove has been able to achieve this through using real women in advertisements and campaigns instead of models. They speak to women of all different shapes, sizes, colors, and backgrounds. The year 2010 led to another brand extension by Dove, opening their target market not only to women but, also to men in the Men+Care line. Now in 2017, Dove has also released a new line of products specifically for babies. This line includes gentle body wash, cleansers, and wipes all to accommodate the needs of the sensitive skin of babies (Dove: Brand Profile …show more content…
Marketing Mix of Dove - Dove Marketing Mix and 4 Ps. Retrieved October 16, 2017, from https://www.marketing91.com/marketing-mix-dove/
Carrine Aulia, Visual Merchandiser and Designer. (2014, July 16). Dove - Marketing Plan. Retrieved October 16, 2017, from https://www.slideshare.net/carrinekezia/dove-marketing-plan-37041827
Dove. (2017). Retrieved October 16, 2017, from https://www.unilever.com/brands/our-brands/dove.html
Dove: Brand Profile. (2017). Retrieved October 16, 2017, from https://www.adbrands.net/us/dove_us.htm
K. (2017, May 18). Dove Is Touting Its New Partnership With Shonda Rhimes During ABC's TGIT Tonight. Retrieved October 16, 2017, from http://www.adweek.com/brand-marketing/dove-is-touting-its-new-partnership-with-shonda-rhimes-during-abcs-tgit-tonight/
Kumar, S. (2014, September 10). DOVE DEEP PURE FACE WASH. Retrieved October 16, 2017, from http://sanjulkumar.blogspot.com/2014/09/segmentation-targeting-and-positioning.html
Kv, N. (2014, August 03). Dove soap. Retrieved October 16, 2017, from http://nikitakv1406.blogspot.com/2014/08/managing-retailing-wholesaling-and.html Marketing Plan of Dove. (n.d.). Retrieved October 16, 2017, from

Related Documents

  • Decent Essays

    In the 2013 issue of InStyle, Aveeno, a major company for women’s hygiene products, placed an ad in the magazine for a daily moisturizing lotion. The ad used popular celebrity Jennifer Aniston to help endorse their product. It captured the attention of millions of women who read the magazine monthly by making their product stand out from others. The ad convinced viewers that Jennifer Aniston has flawless skin from using Aveeno Active Naturals daily moisturizing lotion. They achieved this by focusing on the emotion appeal, credibility and logical reasoning of the advertisement.…

    • 745 Words
    • 3 Pages
    Decent Essays
  • Improved Essays

    Nine months ago the Mr. Clean | Cleaner of Your Dreams commercial aired and it was a sensation. It has a strong appeal to pathos and logos but not a strong support on the ethos end. The timing, or kairos, for the commercial also played a big role in how well it did. The commercial stars Mr. Clean and another woman who he begins to clean with around the house. As simple as that may sound there are many intricacies that make this commercial an effective advertisement for it’s product.…

    • 854 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Victoria Secret Beauty

    • 1090 Words
    • 5 Pages

    It is quite obvious to say that when it comes to advertising, Victoria's Secret and Dove use very different approaches, which has caused a controversial issue on how beauty should be portrayed in the media. As said before, Victoria's secret models project a very unrealistic image of beauty. The models have extremely similar bodies, for which they are kept on very strict diet Merunka 2 and physical training to maintain. In addition, all of the advertisements are retouched and photo shopped in order to obtain the look wanted. However, we can notice that this portrayal of beauty doesn't stop the company from being the most successful lingerie brand in the country, "with sales of approximately $870 million according" to Marie Smith (1).…

    • 1090 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    Campaign For Real Beauty

    • 960 Words
    • 4 Pages

    Dove extended its Real Beauty campaign’s boundaries by successfully empowering older women who are not really seen in many advertisements today. In various still ads, Dove uses nude older women from the side view in order to display beauty in any age…

    • 960 Words
    • 4 Pages
    Improved Essays
  • Superior Essays

    Dillard's Case Analysis

    • 1524 Words
    • 7 Pages

    Macy’s and Dillard’s are both major department stores in the United States. How these companies position themselves to customer are similar yet different. The Segmentation groups, geographical, demographical, psychographic, and behavior aspects are relevant toward the targeting and positioning made by these companies. What kind of targeting these department stores use, and the value proposition the companies have. These factors determining their positioning.…

    • 1524 Words
    • 7 Pages
    Superior Essays
  • Improved Essays

    Ulta Beauty Case Study

    • 1039 Words
    • 5 Pages

    Since they went public in 2007 ULTA has faced some declines in stock prices and faced management changes ULTA has maintained a steady rise in stock prices. This is a good company to invest in for the short term because they have a strong consumer base and has maintained their name in the beauty industry. As for a long term investment potential investors should keep a watch on the stock and the management systems. When this stabilizes I believe ULTA will be a strong contender for long-term as well as short-term investments. Bibliography AP News.…

    • 1039 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    “Stronger” by Kelly Clarkson. This song shows transcendentalism because after being down for some times, she finally tries to look at the positive things of her loneliness. When she finds it she feels happy. “Raise Your Glass” by Pink. This song shows transcendentalism because no matter who you are whether you are an outcast, you should be proud of who you are.…

    • 403 Words
    • 2 Pages
    Improved Essays
  • Improved Essays

    If I were a feminist analysis sociologist that was watching the Onslaught ad by dove. I would be mortified. First the media uses alienation to the public by doing the labelling theory by saying what is beautiful and what is not this can cause many issue such as discrimination against those who are not beautiful by the media idea of what is the norm. The mass media says that their norm is that you have to be very skinny like a pencil in order to be beautiful.…

    • 464 Words
    • 2 Pages
    Improved Essays
  • Improved Essays

    Old Spice Essay

    • 766 Words
    • 4 Pages

    1. Old Spice is the classic men’s grooming brand. It has existed for 75 years as an American product. Old Spice is the expert on the male grooming experience and has leveraged this legacy to become the number one selling antiperspirant/deodorant stick and body wash brand in the world. Old Spice brings authenticity, performance and self-confidence to male grooming and offers a wide range of products for the everyday man.…

    • 766 Words
    • 4 Pages
    Improved Essays
  • Decent Essays

    Only 10% of cancer is genetic; 90% is caused by environmental factors, including what we put in and on our bodies. At the youthful age of 15, after watching a news program, Ava Anderson discovered that her everyday products—from daily shampoo to deodorant to skincare products—were filled with harmful chemicals and toxins that could potentially be detrimental to her health and well-being. As she continued to educate herself on the issue, Ava realized that there was very little regulations on toxins in the country; in fact, the U.S. bans only 11 toxic chemicals from personal care products—as compared to the European Union which bans more than 1,300. Ava created a blog to share information and alternatives, but as she continued to learn about these so-called all natural products on the market, she realized she was being greenwashed and wasn’t left with much to use or recommend to family and friends.…

    • 284 Words
    • 2 Pages
    Decent Essays
  • Improved Essays

    With a communication strategy designed to maximize the buzz with both sexes, Old Spice definitely succeeded in dominating conversation. In the first three months following the launch of the campaign, Old Spice managed to draw 76% of online buzz, with over half coming from women (Effie Worldwide, 2011, pp. 5). By April, “The Man Your Man Could Smell Like” with a striking 10 million views, had garnered 10 times the number of views for Dove’s Super Bowl commercial (Effie Worldwide, 2011, pp. 4). The “Response” campaign had such a huge impact that it successfully gained over 35 million views (Visible Measure, 2010). In this modernized age, Old Spice has succeeded in winning over their old and new fans in social media networks with Twitter followers increased by 2700% and Facebook fans increased 60% (Effie Worldwide, pp.…

    • 1638 Words
    • 7 Pages
    Improved Essays
  • Superior Essays

    It is marketed towards average women with real bodies, real curves, and real flaws. By depicting models that the everyday mother and housewife can relate to, it attempts to broaden the definition of beauty in the media. Furthermore, the women in Dove’s advertisements are meant to establish commonality with average women, so that they may also see themselves as beautiful. In doing so, Dove hopes to show women that their imperfections and eccentricity is what makes them truly unique and beautiful, not their size, height, or hair…

    • 1318 Words
    • 6 Pages
    Superior Essays
  • Great Essays

    Colgate Brand Analysis

    • 1427 Words
    • 6 Pages

    Q1: Define brand. What do brands mean to you? What risks do they cover for customers and business firms? (by Mahnoor Aziz) Ans.…

    • 1427 Words
    • 6 Pages
    Great Essays
  • Improved Essays

    Personal Care Products for Men Name: Institution: Date: Personal Care Products for Men Personal care products are products that keep one healthy and clean (Belk, 2006). Marketing of these products must be very appealing in order to reflect their quality and essence of their use. The population targeted in the case study is men of middle age.…

    • 1142 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    3 Dove Figure 1.11: Dove products Dove is in the health and personal care category for Unilever and has several products such as shampoos, soaps etc. I t is manufactured in several countries including Argentina, , Brazil, Canada, China, Germany, India , Indonesia, Israel, Ireland, Mexico, Netherlands, Pakistan, Philippines, South Africa, Thailand, Turkey and United…

    • 1494 Words
    • 6 Pages
    Improved Essays