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Unilever’s “Real Beauty” Campaign for Dove (Abridged)
Background Note
As of 2005, Dove was the world’s largest cleansing brand with annual sales of €2.5 billion in more than 80 countries. Dove’s product portfolio included soap bars, body washes, face care products, antiperspirant/deodorants, hair care products, and styling aids. Dove was a very important part of Unilever’s brand portfolio and the only big brand in personal care that was showing a double digit growth. In 2005, the personal care segment accounted for 26% of the group’s turnover and 34% of operating profits...... |
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Unilever developed the formula for the Dove Soap Bar in 1940. During World War II, it was used for cleaning wounds before treatment. It did not irritate the skin and became recognized as a mild soap. In the 1950s, the formula was further refined and the original Dove Beauty Bar was developed. It was launched in the market in the 1960s. In the 1970s, Dove’s popularity increased as an independent clinical dermatological study proved that Dove Beauty Bar was milder than 17 other leading soap brands at that time.........
