This is Dove.

Why we created this book.

TO DEFINE

TO A L LOW

what Dove is, what it isn’t, 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.

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 .This is Dove.

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

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

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

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

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

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. . Hers is a beauty quest with limits. 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. you know?” enormous amounts of time or money. or to withstand pain for the sake of beauty? No. nor need it as a crutch. She’s keenly interested in beauty. But she won’t use it as a tool. Just not into someone other than herself. Is she willing to transform herself in the name of beauty ? Yes.

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

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. From its earliest beginnings as a cleansing bar. institutions and brands that represent the real deal. and virtual everything. fake ingredients. both functionally and emotionally. . Dove delivered real benefits. pseudo solutions. the “un-hyped. As a result. in any culture. Credible authorities are harder and harder to find. without any stretching. Without any redefining. real satisfactions. 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. for real answers. Dove is firmly rooted in reality. for the joy of real sensation.” to people. There is decreasing opportunity for real human contact. consumers are increasingly attracted to the authentic.

28 The Promise .

_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. _It will have “endorsable” mildness. . It will be highly efficacious. noticeable difference in the skin / hair feel. _It will make a genuine. 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. and will reward the senses. The product and package will be beautifully tactile.31 the promise FUNCTIONAL PROMISE Dove will constantly elevate and therefore redefine the standard of care in every category it enters.

uplifting little feeling about her own beauty.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. . it is actually bigger and more meaningful to her. And because it is a private and small feeling.

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 . It encompasses: Dove’s values and personality. . and it informs and guides everything to do with the brand. Dove’s voice and Dove’s point of view on beauty.

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

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

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

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

because it simply doesn’t need it. Elegantly simple. Self-assured enough to be uncomplicated. Pure. basic or boring. there’s a modernity to 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. . A look and feel that lacks embellishment. Its simplicity doesn’t translate to cold. A stunningly simple beauty. Rather.

50 51 the dove way values & personality beautifully uncomplicated .

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

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

It is a brand name that symbolizes hope. rather than to fix what she doesn’t. Dove is uplifting. happiness. . There is nothing contrived or over the top about Dove’s optimism. It sees the potential in its consumer and sets out to make the most of what she has. right down to its name. peace and all things positive.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 .

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

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

R AT H E R . Because it is enduring. funky. Dove’s timelessness can be very “hip . I T I S I C O N I C.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 . I T I S E N D U R I N G. . Dove is a contemporary classic. or trying too hard to be modern.” But not trendy.

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

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 .

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

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

the dove xxxxxxxxx & xxxxxxxx: xxxxxxx xxxxxxxxxx

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way the dove xxxxxxxxx & xxxxxxxx: xxxxxxx xxxxxxxxxx

T H E D O V E W AY

Beauty Theory

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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 .” ”
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 Dove’s beauty should be portrayed with uncluttered photography that does not camouflage the depth of a woman’s 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 Dove’s 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 .

T H I S I S N ’ T.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.

but never unattractive.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. Dove’s beauty is natural. .

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

100 101 the dove way beauty theory is not T H I S I S N ’ T. Dove’s beauty should never feel posed. . 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. This will most often be related to moisturization. Dove will have an important. . meaningful functional discriminator of superior care. _Dove’s Beauty Theory.106 107 the discriminator _In each of its categories.

.108 The Essence .

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

112 In closing . .

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

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. Hair. 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.

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