This is Dove.

Why we created this book.



what Dove is, what it isn’t, what we want it to be.

us to speak with one voice.


us sustain the level of growth Dove has enjoyed in recent years.

everything created in the name of Dove.


us to produce work that makes our consumers take notice, that makes our competitors jealous, and that makes us proud.

a vision to guide us as we take Dove into new categories.

This is Dove. H OW D OV E C A M E TO B E T H E TA R G E T THE INSIGHT THE PROMISE 07 13 25 29 T H E D O V E W AY VA L U E S & P E RS O N A L IT Y VO I C E B E AUT Y T H E O RY 35 39 69 75 T H E D I S C R I M I N AT O R THE ESSENCE I N C LO S I N G 10 5 10 9 113 .

. D OV E B A R . U. 6 How Dove came to be. S .1 9 9 9 .

which the first time to advertise Dove. shared her discovery of Dove’s benefits with television viewers. With each decade. and more women were converted. more women heard Dove’s promise. J A PA N . consumers. T H U S B E G A N A V E R Y T R U S T I N G R E L AT I O N S H I P B E T W E E N T H E B R A N D A N D I T S U S E R S . a charismatic and memorable ( and anything I N 19 8 8 . Dove started its formal medical program in the U. I N 1 9 5 7. W O M E N T R I E D I T . I N 1969.S.S. Dove’s first direct marketing effort. and Dove’s “Conviction of Users” testimonial campaign was born. an independent clinical study proved the included an at-home Litmus test. T H E D O V E B E A U T Y B A R W A S I N T R O D U C E D I N T H E U N I T E D S TAT E S . Testimonials from real women were used for I N 1981. Newspaper articles featured it. A year later. 1 9 9 9 . I T P R O M I S E D W O M E N T H AT I T W O U L D N ’ T D R Y T H E I R S K I N T H E W AY S O A P D I D . Its creamy pouring shot became a Dove brand property. Friends told friends about it. Dove bar milder than seventeen leading bar soaps. but stereotypical ) “beauty” named Jean Shy joyfully I N 1979. was mailed to U.S. Dermatologists recommended it.How Dove came to be. D OV E B A R . A N D I T D I D N ’ T. Dove bar achieved its first double-digit share in the U. more women tried it.

D OV E B A R . A new adver- the cleansing bar category in the U. followed by an aggressive rollout during 2001 and 2002. Consistently. Around the world. And in 2000. U. I TA LY 19 5 0 S . J E A N S H Y. S . Dove was launched in Italy using the I N 1995. D OV E L A U N C H . 19 8 8 . TA I W A N of Unilever’s fastest-growing brands. Dove began its global rollout.S. C A N A DA 19 8 9 . D OV E H A I R . addi- I N 1991. D OV E B A R . U. 19 5 7. IN 1999. 19 8 0 S . 19 9 9 . . S . tising idea developed in Canada —“Litmus Test”— added a powerful weapon to Dove’s communication arsenal: the use of objective proof. with the launch tional categories swiftly followed: deodorants in 1997 and body lotions in 1998. Dove is a brand built on a simple and enduring principle: make the consumer a real promise. Test markets in France and Germany followed in 1990. D OV E D E O D O R A N T. D OV E B A R . L I T M U S T E S T. U. S . the Dove Hair Care launch took place in Taiwan. and keep it. D OV E B A R . Dove was successfully launched in Japan. as well as the medical program. S . 2 0 0 0 . J A PA N 19 9 1. of Moisturizing Body Wash.1 9 9 7. U. Dove took its first significant step outside D O V E E X I S T S T O D AY in over 80 countries and is one “Conviction of Users” testimonial campaign. I TA LY I N 198 9 .

.12 The Target.

O N E B E C O M E S O N E .” — Simone de Beauvoir .15 the target “ O N E I S N OT B O R N A WO M A N .

That ’s not to say she’s perfect. never. to others at 50. ‘Oh my God. more accepting of herself. not by what feels right to others. When she stops the frantic search and accepts herself.16 17 the target SAFFRON “I’m very happy with the way I am. Our target is more mature. .’ ” There is a point when a woman discovers who she is. imperfections and all. It just means she is more centered. does my bum look big in this. When she is guided by what feels right to her. This understanding comes to some women at 20. or without her share of insecurities. I certainly don’t go around thinking. to some.

It has more to do with how competent she feels in dealing with life ( be it work.” The “center of gravity ” of her self-esteem lies more in how she feels than in how she looks. play. relationships. when you’re fine with your family.18 19 the target F E R N A N DA “ When you have an active life. I think you get more beautiful. or parenting ) and with how good she feels about herself. She will be flattered by a compliment about her looks. you get more open to meeting people. but she may not notice if she does not get one for a few days. . She is unlikely to check her lipstick several times in a day.

But she won’t use it as a tool. or to withstand pain for the sake of beauty? No. . She’s keenly interested in beauty. Is she willing to spend DA N I E L A “ I’d do things for beauty but I wouldn’t go to an extreme. Is she willing to transform herself in the name of beauty ? Yes. Hers is a beauty quest with limits. nor need it as a crutch. Just not into someone other than herself. you know?” enormous amounts of time or money.21 the target The fact that how she feels is paramount to our target doesn’t mean she’s given up on how she looks.

She is in that group of women who could be called “beauty pragmatists. To her. What she is interested in is whether it is going to work. “ I’d rather have fewer quality items than a whole wardrobe full of cheap T-shirts. and will happily pay a premium for the latter.” JULIA . the cost of a beauty product isn’t the ” main issue.22 23 the target She can discern hype from quality.

24 The Insight .

real satisfactions. From its earliest beginnings as a cleansing bar. fake ingredients. Dove delivered real benefits. both functionally and emotionally.27 the insight T H E W O R L D I S E X P L O D I N G W I T H T E C H N O L O G Y. for the joy of real sensation. pseudo solutions. and virtual everything. There is decreasing opportunity for real human contact. in any culture. without any stretching. institutions and brands that represent the real deal. D OV E ’S G U I D I N G I N S I G H T I S : T H E Y E A R N I N G F O R T H E R E A L Dove can answer this yearning.” to people. for real answers. Credible authorities are harder and harder to find. Dove is firmly rooted in reality. Without any redefining. the “un-hyped. . consumers are increasingly attracted to the authentic. As a result.

28 The Promise .

_It will have “endorsable” mildness. and will reward the senses. It will be highly efficacious. . noticeable difference in the skin / hair feel.31 the promise FUNCTIONAL PROMISE Dove will constantly elevate and therefore redefine the standard of care in every category it enters. The product and package will be beautifully tactile. W H AT A D O V E P R O D U C T WILL DO: _It will work. _It will be perceivably superior. _It will make a genuine. _It will look and feel good. Dove promises its consumer that it will make no product that does not genuinely improve the condition and feel of her skin / hair.

And because it is a private and small feeling.32 33 the promise E M OT I O N A L P RO M I S E Dove gives a woman a highly personal. unexaggerated. uplifting little feeling about her own beauty. it is actually bigger and more meaningful to her. .

34 The Dove Way .

37 the dove way There is a distinctive Dove Way. I T I S W H AT M A K E S T H I S B R A N D W H AT I T I S . Dove’s voice and Dove’s point of view on beauty. It encompasses: Dove’s values and personality. and it informs and guides everything to do with the brand. .

” — T he Great Gatsby .38 39 the dove way T H E D O V E W AY Values & Personality “ P E R S O N A L I T Y I S A N U N B R O K E N S E R I E S O F S U C C E S S F U L G E S T U R E S .

Dove is Optimistic.40 41 the dove way values & personality Dove is Real. Dove is a Keeper of Promises. Dove is Beautifully Uncomplicated. . Dove is Timeless.

B. And it . Real is not a value to be talked about. Dove’s Real is never ugly or depressing. Dove is “alive” aware of the issues facing its consumers. Dove won’t make a product unless it understands its deeper meaning and relevance in a consumer’s life. It will never use “ad-land”speech. Its creative briefs will offer the clearest direction to creative teams. N. will often share a point of view about them. It is much more than a look or feel. Dove’s product and advertising concepts will hold meaningful promises. Nor passive or boring. it is a value to be demonstrated. D OV E I S F I R M LY C O N N E C T E D T O T H E R E A L W O R L D . D OV E S E E K S R E A L M E A N I N G . Dove will be better than its competitors at uncovering true insights. Because it believes that language drawn from reality will always hold more meaning. R E A L R E L E VA N C E . .42 43 the dove way values & personality Dove is Real. Dove draws its creative inspiration from lived experiences and emotions.

the Dove consumer feels little. Unlike what she does with most brands. P E R C E I VA B L E A N D P R OVA B L E . D OV E ’ S P R O M I S E S A R E TA N G I B L E . it must be true. Dove’s performance drives an enduring relationship with its users.44 45 the dove way values & personality Dove is a Keeper of Promises. if any. .” This should be nurtured and protected. need to “discount” the promises made by Dove to a level she is prepared to believe in. There is a perception that “if Dove says it.

47 the dove way values & personality Dove is Beautifully Uncomplicated. .

basic or boring. Rather. A stunningly simple beauty. A look and feel that lacks embellishment. Self-assured enough to be uncomplicated. Pure. Elegantly simple. because it simply doesn’t need it.48 49 the dove way values & personality beautifully uncomplicated D O V E I S C O N F I D E N T E N O U G H T O B E U N C L U T T E R E D. It is clean. Its simplicity doesn’t translate to cold. there’s a modernity to it. .

50 51 the dove way values & personality beautifully uncomplicated .

. Dove’s simplicity doesn’t need gratuitous touches. THIS IS. T H I S I S N ’ T. ( TO P ) …And should never feel cold. ( B OT TO M ) Dove’s simplicity should never be basic or boring.52 53 the dove way values & personality beautifully uncomplicated THIS IS. T H I S I S N ’ T.

55 the dove way values & personality Dove is Optimistic. .

Dove is uplifting. peace and all things positive. It sees the potential in its consumer and sets out to make the most of what she has. happiness. It is a brand name that symbolizes hope. right down to its name. There is nothing contrived or over the top about Dove’s optimism. rather than to fix what she doesn’t. .57 the dove way values & personality optimistic D OV E I S A B E A R E R O F G O O D N E W S .


Dove’s optimism isn’t the superficial “spring in your step. “ happy face” kind.60 61 the dove way values & personality optimistic T H I S I S N ’ T. ” . T H I S I S N ’ T.

.63 the dove way values & personality Dove is Timeless.

I T I S I C O N I C. or trying too hard to be modern. funky. .” But not trendy. R AT H E R . I T I S E N D U R I N G. Because it is enduring. Dove is a contemporary classic.64 65 the dove way values & personality timeless D O V E I S N O T T H E F L AV O R O F T H E M O N T H . Dove’s timelessness can be very “hip .

Dove should never be seen as trying to be trendy.the dove xxxxxxxxx & xxxxxxxx: xxxxxxx xxxxxxxxxx 66 67 the dove way values & personality timeless THIS IS. . or trying too hard to be modern. T H I S I S N ’ T.

the dove xxxxxxxxx & xxxxxxxx: xxxxxxx xxxxxxxxxx 68 69 the dove xxxxxxxxx & xxxxxxxx: xxxxxxx xxxxxxxxxx way T H E D O V E W AY Voice .

pure and uncluttered. This is the brand that was built on indictment. Dove speaks only when it has something to say. Its vocabulary contains no mumbo jumbo. . (“Dove doesn’t dry your skin the way soap can. Its voice is clean and clear. This in no way means Dove doesn’t indict its competition. no “ad-land” clichés. It is eye level and unpretentious. no puffery. Dove doesn’t “sell itself” or boast.70 71 the dove way voice Whatever Dove says must ring true. not to point a finger at the competition. no hype. ) But its ” purpose in using indictment is to let the consumer know what unmet need has now been met.

It doesn’t take it upon itself to tell consumers that it “knows what they want” or what to think. And though it’s sincere. Dove speaks to one person at a time.72 73 the dove way voice Dove is never presumptuous or patronizing. it’s far from overly earnest. but still true to Dove. these should feel fresh and new. Its voice is personal. and as much as possible. . Dove has a sense of humor. Dove is never judgmental. When Dove offers objective evidence. an offering. rather. but it doesn’t try to be “funny. rather than impose its own. And as Dove begins to speak in new voices. It presents the facts and lets the consumer reach her own conclusion.” Often. it is a voice of shared discovery — one woman to another— about how Dove has proved itself to her. it is just that — objective. no matter how many people may be listening. When Dove users speak for the brand. It makes the consumer feel she’s being talked to as an individual. It is never an onslaught of information. intimate. Dove will embrace the voice of its users.

the dove xxxxxxxxx & xxxxxxxx: xxxxxxx xxxxxxxxxx



way the dove xxxxxxxxx & xxxxxxxx: xxxxxxx xxxxxxxxxx


Beauty Theory



the dove way beauty theory is

Unlike its competitors, Dove makes it clear that it sees beauty in imperfections, and doesn’t worship stereotypes. Dove’s beauty is self-defined, beauty with brains, democratic. Dove recognizes not only the exterior, but also the woman within. There is depth of character behind the eyes, a strength and vitality of personality showing through.

Dove doesn’t insult women by depicting them with arrows or squiggles drawn across their faces. Although it is natural, Dove’s beauty does not look like the cliché of natural beauty, of “fresh faces, or of “wind blowing across the face .” ”


When Dove captures a moment of emotion, it feels unguarded and very personal. It is never faked.



ST Y L E O F P HOTOG R A P H Y Dove’s beauty should be portrayed with uncluttered photography that does not camouflage the depth of a woman’s beuty. .


.ST R E N G T H O F C H A R AC T E R Dove’s beauty captures the strength of character behind the eyes.



94 95 the dove way beauty theory is not T H I S I S N ’ T. fresh. natural beauty. Dove’s beauty is not the cliché. T H I S I S N ’ T. .

T H I S I S N ’ T. Dove’s beauty is natural.96 97 the dove way beauty theory is not T H I S I S N ’ T. but never unattractive. .

T H I S I S N ’ T. Dove’s beauty is not the seen-everywhere. clean look.98 99 the dove way beauty theory is not T H I S I S N ’ T. undistinctive. .

Dove’s beauty should never feel posed. .100 101 the dove way beauty theory is not T H I S I S N ’ T. T H I S I S N ’ T.

Dove’s beauty is not the stereot ypical model beauty. . T H I S I S N ’ T.102 103 the dove way beauty theory is not T H I S I S N ’ T.

104 The Discriminator .

_Dove’s value of Real. _Dove’s Beauty Theory.106 107 the discriminator _In each of its categories. This will most often be related to moisturization. meaningful functional discriminator of superior care. . Dove will have an important.

.108 The Essence .

It guides us to give our consumers beauty promises and products that hold real meaning and performance.110 111 the essence Beauty Without Artifice This Essence guides us to build Dove into a true beauty care icon. while honoring our unique point of view on beauty. steering away from puffery. cluttered messages and clichés. .

.112 In closing .

Y O U W I L L F I N D V A N I T Y . YO U W I L L F I N D B E AUT Y. I F Y O U S E A R C H F O R B E A U T Y.” — Moishe Safvie .114 115 in closing “ I F YO U S E A R C H F O R T R UT H .

Hair.116 117 in closing This book has been developed by the Dove Global Brand Teams (Skin. and to those whose future efforts. It is dedicated to all those whose past efforts have made the brand what it is today. passion. . imagination and perseverance will make this brand even greater. Deodorants)—to inspire our efforts to build Dove into a C 4 billion beauty care brand by 2006.

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