You are on page 1of 61

This is Dove.

Why we created this book.

TO DEFINE

TO A L LOW

what Dove is, what it isnt, what we want it to be.

us to speak with one voice.

TO H E L P TO INFORM

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

everything created in the name of Dove.

TO I N S P I R E TO P R OV I D E

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

1 9 9 9 , D OV E B A R , U. S .

How Dove came to be.

How Dove came to be.

I N 1 9 5 7, 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 . 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 . W O M E N T R I E D I T . A N D I T D I D N T. 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 .

I N 1969,

Testimonials from real women were used for

I N 1981,

Doves first direct marketing effort, which

the rst time to advertise Dove. With each decade, more women heard Doves promise, more women tried it, and more women were converted. Its creamy pouring shot became a Dove brand property. an independent clinical study proved the

included an at-home Litmus test, was mailed to


U.S.

consumers. a charismatic and memorable ( and anything

I N 19 8 8 ,

but stereotypical ) beauty named Jean Shy joyfully


I N 1979,

shared her discovery of Doves benets with television viewers, and Doves Conviction of Users testimonial campaign was born. Dove bar achieved its rst double-digit share in the
U.S.

Dove bar milder than seventeen leading bar soaps. Dermatologists recommended it. Newspaper articles featured it. Friends told friends about it. A year later, Dove started its formal medical program in the
U.S.

1 9 9 9 , D OV E B A R , J A PA N

1 9 9 7, D OV E D E O D O R A N T, I TA LY

I N 198 9 ,

Dove was launched in Italy using the

I N 1995,

Dove took its rst signicant 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, as well as the medical program. Test markets in France and Germany followed in 1990. Dove began its global rollout. A new adver-

the cleansing bar category in the U.S. with the launch tional categories swiftly followed: deodorants in 1997 and body lotions in 1998.
2 0 0 0 , D OV E H A I R , TA I W A N

of Unilevers fastest-growing brands. Dove is a brand built on a simple and enduring principle: make the consumer a real promise, and keep it. Consistently.

of Moisturizing Body Wash. Around the world, addi-

I N 1991,

tising idea developed in Canada Litmus Test added a powerful weapon to Doves communication arsenal: the use of objective proof.

IN 1999,

Dove was successfully launched in Japan.

And in 2000, the Dove Hair Care launch took place in Taiwan, followed by an aggressive rollout during 2001 and 2002.

19 9 9 , D OV E L A U N C H , J A PA N

19 9 1, L I T M U S T E S T, C A N A DA

19 8 9 , D OV E B A R , I TA LY

19 5 0 S , D OV E B A R , U. S .

19 8 0 S , D OV E B A R , U. S .

19 5 7, D OV E B A R , U. S .

19 8 8 , J E A N S H Y, U. S .

12

The Target.

15

the target

O N E I S N OT B O R N A WO M A N ; O N E B E C O M E S O N E .

Simone de Beauvoir

16

17

the target

SAFFRON

Im very happy with the way I am. I certainly dont go around thinking, Oh my God, does my bum look big in this.

There is a point when a woman discovers who she is. When she stops the frantic search and accepts herself, imperfections and all. When she is guided by what feels right to her, not by what feels right to others. This understanding comes to some women at 20, to others at 50, to some, never. Our target is more mature, more accepting of herself. That s not to say shes perfect, or without her share of insecurities. It just means she is more centered.

18

19

the target

F E R N A N DA

When you have an active life, when youre ne with your family, you get more open to meeting people. I think you get more beautiful.

The center of gravity of her self-esteem lies more in how she feels than in how she looks. It has more to do with how competent she feels in dealing with life ( be it work, play, relationships, or parenting ) and with how good she feels about herself. She will be attered by a compliment about her looks, 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.

21

the target

The fact that how she feels is paramount to our target doesnt mean shes given up on how she looks. Shes keenly interested in beauty. But she wont use it as a tool, nor need it as a crutch. Is she willing to transform herself in the name of beauty ? Yes. Just not into someone other than herself. Is she willing to spend
DA N I E L A

Id do things for beauty but I wouldnt go to an extreme, you know?

enormous amounts of time or money, or to withstand pain for the sake of beauty? No. Hers is a beauty quest with limits.

22

23

the target

She can discern hype from quality, and will happily pay a premium for the latter. She is in that group of women who could be called beauty pragmatists. To her, the cost of a beauty product isnt the main issue. What she is interested in is whether it is going to work.
Id rather have fewer quality items than a whole wardrobe full of cheap T-shirts.
JULIA

24

The Insight

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,

fake ingredients, pseudo solutions, and virtual everything.

Credible authorities are harder and harder to nd, in any culture. There is decreasing opportunity for real human contact, for real answers, for the joy of real sensation. As a result, consumers are increasingly attracted to the authentic, the un-hyped, to people, 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. Without any redening, without any stretching. Dove is rmly rooted in reality. From its earliest beginnings as a cleansing bar, Dove delivered real benets, real satisfactions, both functionally and emotionally.

28

The Promise

31

the promise

FUNCTIONAL PROMISE

Dove will constantly elevate and therefore redene the standard of care in every category it enters. Dove promises its consumer that it will make no product that does not genuinely improve the condition and feel of her skin / hair.
W H AT A D O V E P R O D U C T WILL DO:

_It will work. It will be highly efcacious. _It will be perceivably superior. _It will make a genuine, noticeable difference in the skin / hair feel. _It will have endorsable mildness. _It will look and feel good. The product and package will be beautifully tactile, and will reward the senses.

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. And because it is a private and small feeling, it is actually bigger and more meaningful to her.

34

The Dove Way

37

the dove way

There is a distinctive Dove Way, and it informs and guides everything to do with the brand. It encompasses: Doves values and personality, Doves voice and Doves point of view on beauty.
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 .

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 .

T he Great Gatsby

40

41

the dove way values

&

personality

Dove is Real. Dove is a Keeper of Promises. Dove is Beautifully Uncomplicated. Dove is Optimistic. Dove is Timeless.

42

43

the dove way values

&

personality

Dove is Real.
D OV E S E E K S R E A L M E A N I N G . R E A L R E L E VA N C E . 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 .

Dove wont make a product unless it understands its deeper meaning and relevance in a consumers life. Dove will be better than its competitors at uncovering true insights. Doves product and advertising concepts will hold meaningful promises. Its creative briefs will offer the clearest direction to creative teams.

Dove is alive aware of the issues facing its consumers. And it , will often share a point of view about them. Dove draws its creative inspiration from lived experiences and emotions. It will never use ad-landspeech. Because it believes that language drawn from reality will always hold more meaning.
N.B.

Doves Real is never ugly or depressing. Nor passive or boring. Real is not a value to be talked about, it is a value to be demonstrated. It is much more than a look or feel.

44

45

the dove way values

&

personality

Dove is a Keeper of Promises.


D OV E S P R O M I S E S A R E TA N G I B L E , P E R C E I VA B L E A N D P R OVA B L E .

Doves performance drives an enduring relationship with its users. Unlike what she does with most brands, the Dove consumer feels little, if any, 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, it must be true. This should be nurtured and protected.

47

the dove way values

&

personality

Dove is Beautifully Uncomplicated.

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.

Self-assured enough to be uncomplicated. It is clean. Pure. Elegantly simple. Its simplicity doesnt translate to cold, basic or boring. Rather, theres a modernity to it. A stunningly simple beauty. A look and feel that lacks embellishment, because it simply doesnt need it.

50

51

the dove way values

&

personality beautifully uncomplicated

52

53

the dove way values

&

personality beautifully uncomplicated

THIS IS.

T H I S I S N T.

THIS IS.

T H I S I S N T.

Doves simplicity doesnt need gratuitous touches. ( TO P ) And should never feel cold. ( B OT TO M )

Doves simplicity should never be basic or boring.

55

the dove way values

&

personality

Dove is Optimistic.

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 .

It sees the potential in its consumer and sets out to make the most of what she has, rather than to x what she doesnt. Dove is uplifting, right down to its name. It is a brand name that symbolizes hope, happiness, peace and all things positive. There is nothing contrived or over the top about Doves optimism.

60

61

the dove way values

&

personality optimistic

T H I S I S N T.

T H I S I S N T.

Doves optimism isnt the supercial spring in your step, happy face kind.

63

the dove way values

&

personality

Dove is Timeless.

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 . R AT H E R , I T I S I C O N I C. I T I S E N D U R I N G.

Because it is enduring, Doves timelessness can be very hip . But not trendy, funky, or trying too hard to be modern. Dove is a contemporary classic.

the dove xxxxxxxxx & xxxxxxxx: xxxxxxx xxxxxxxxxx

66

67

the dove way values

&

personality timeless

THIS IS.

T H I S I S N T.

Dove should never be seen as trying to be trendy, or trying too hard to be modern.

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

70

71

the dove way voice

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

72

73

the dove way voice

Dove is never presumptuous or patronizing. It doesnt take it upon itself to tell consumers that it knows what they want or what to think. Dove is never judgmental. And though its sincere, its far from overly earnest. Dove has a sense of humor, but it doesnt try to be funny.

Often, and as much as possible, Dove will embrace the voice of its users, rather than impose its own. When Dove users speak for the brand, it is a voice of shared discovery one woman to another about how Dove has proved itself to her. When Dove offers objective evidence, it is just that objective.

Dove speaks to one person at a time, no matter how many people may be listening. Its voice is personal, intimate. It makes the consumer feel shes being talked to as an individual.

It presents the facts and lets the consumer reach her own conclusion. It is never an onslaught of information, rather, an offering. And as Dove begins to speak in new voices, these should feel fresh and new, but still true to Dove.

the dove xxxxxxxxx & xxxxxxxx: xxxxxxx xxxxxxxxxx

74

75

way the dove xxxxxxxxx & xxxxxxxx: xxxxxxx xxxxxxxxxx

T H E D O V E W AY

Beauty Theory

76

77

the dove way beauty theory is

Unlike its competitors, Dove makes it clear that it sees beauty in imperfections, and doesnt worship stereotypes. Doves beauty is self-dened, 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 doesnt insult women by depicting them with arrows or squiggles drawn across their faces. Although it is natural, Doves beauty does not look like the clich of natural beauty, of fresh faces, or of wind blowing across the face .
A N D I N C A S E YO U A R E W O N D E R I N G , D OV E S B E AU TY LO O K S B E AU T I F U L .

CAPTURES A MOMENT

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

CAPTURES A MOMENT

CAPTURES A MOMENT

CAPTURES A MOMENT

ST Y L E O F P HOTOG R A P H Y

Doves beauty should be portrayed with uncluttered photography that does not camouflage the depth of a womans beuty.

ST Y L E O F P HOTOG R A P H Y

ST R E N G T H O F C H A R AC T E R

Doves beauty captures the strength of character behind the eyes.

ST R E N G T H O F C H A R AC T E R

ST R E N G T H O F C H A R AC T E R

ST R E N G T H O F C H A R AC T E R

94

95

the dove way beauty theory is not

T H I S I S N T.

T H I S I S N T.

Doves beauty is not the clich, fresh, natural beauty.

96

97

the dove way beauty theory is not

T H I S I S N T.

T H I S I S N T.

Doves beauty is natural, but never unattractive.

98

99

the dove way beauty theory is not

T H I S I S N T.

T H I S I S N T.

Doves beauty is not the seen-everywhere, undistinctive, clean look.

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.

Doves beauty should never feel posed.

102

103

the dove way beauty theory is not

T H I S I S N T.

T H I S I S N T.

Doves beauty is not the stereot ypical model beauty.

104

The Discriminator

106

107

the discriminator

_In each of its categories, Dove will have an important, meaningful functional discriminator of superior care. This will most often be related to moisturization. _Doves value of Real. _Doves Beauty Theory.

108

The Essence .

110

111

the essence

Beauty Without Artice


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 clichs. It guides us to give our consumers beauty promises and products that hold real meaning and performance.

112

In closing .

114

115

in closing

I F YO U S E A R C H F O R T R UT H , 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, Y O U W I L L F I N D V A N I T Y .

Moishe Safvie

116

117

in closing

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

2 0 0 2 L E V E R B R O T H E R S C O M PA N Y