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.

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.

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

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

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

12 The Target. .

” — Simone de Beauvoir .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 .

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

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

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

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

24 The Insight .

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

28 The Promise .

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

uplifting little feeling about her own beauty. it is actually bigger and more meaningful to her. unexaggerated. . 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.

34 The 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. and it informs and guides everything to do with the brand.37 the dove way There is a distinctive Dove Way. . It encompasses: Dove’s values and personality.

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 .

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

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

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

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

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

50 51 the dove way values & personality beautifully uncomplicated .

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

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

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


“ happy face” kind.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. ” .

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

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

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

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 .

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

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

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.



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

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

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

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

Dove’s beauty is not the stereot ypical model beauty.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.

104 The Discriminator .

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

108 The Essence . .

steering away from puffery. 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. . cluttered messages and clichés. while honoring our unique point of view on beauty.

.112 In closing .

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

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

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

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