This is Dove.

W hy w e cre at e d this book.

TO DEFINE

TO ALLO W

w hat D ove is, w hat it isnt,

us to sp e ak w ith on e voic e .

w hat w e w ant it to b e .
TO HELP
TO INF ORM

us sustain th e level of gro w th

e v er ything cre at e d

D ove has e njoye d in re c e nt ye ars.

in th e na m e of D ov e .
TO IN SPIRE
TO PROVIDE

us to produc e w ork that m ake s

a vision to guid e us as w e take

our consu m ers take notic e ,

D ove into n e w cat e gorie s.

that m ake s our co m p e titors je alous,

and that m ake s us proud.

This is Dove.

HO W DOVE CA ME TO BE

07

T H E TA R G E T

13

THE INSIGHT

25

THE PRO MISE

29

T H E D O V E W AY

35

VA L U E S & P E RS O N A LITY

39

VOICE

69

B E AUTY T H E O RY

75

T H E D I S C R I M I N AT O R

10 5

THE ESSENCE

10 9

IN CLO SIN G

11 3

1 9 9 9 , D O V E B A R , U. S .

Ho w Dove cam e to be.

19 9 9, D O V E B A R , JA PA N

Ho w Dove cam e 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 T A T 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 wom en w ere used for

I N 1981,

D oves first dire ct m arke ting e ffort, w hich

the first tim e to advertise Dove. W ith each decade,

includ e d an at-ho m e Lit m us t e st, w as m ail e d to

more wom en heard Doves promise, more wom en

U.S.

consu m ers.

tried it, and more wom en w ere converted. Its creamy

pouring shot becam e a Dove brand property.

I N 19 8 8 ,

a charismatic and m e morable ( and anything

but stereotypical ) beauty nam ed Jean Shy joyfully

an independent clinical study proved the

shared her discovery of Doves benefits w ith televi-

Dove bar milder than sevente en leading bar soaps.

sion vie w ers, and Doves Conviction of Users testi-

D ermatologists recom m ended it. N e w spaper articles

monial campaign was born. Dove bar achieved its first

featured it. Friends told friends about it. A year later,

double -digit share in the

I N 1979,

Dove started its formal m edical program in the

U.S.

U.S.

D ove w as launch e d in Italy using th e

C onviction of U s ers t e stim onial ca m paign, as w ell

Dove took its first significant step outside

I N 1995,

D O V E E X I S T S T O D AY

19 9 9 , D O V E L A U N C H , J A P A N

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

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

1 9 8 9 , D O V E B A R , I T A LY

1 9 8 8 , J E A N S H Y, U . S .

1 9 8 0 S , D O V E B A R , U. S .

1 9 5 0 S , D O V E B A R , U. S .

1 9 5 7, D O V E B A R , U. S .

I N 198 9 ,

in over 8 0 countrie s and is on e

of U nilevers fast e st-gro w ing brands. D ove is a brand

as th e m e dical progra m. Te st m arke ts in Franc e and

of M oisturizing Body Wash. Around the w orld, addi-

built on a sim ple and e nduring principle: m ake th e

G erm any follo w e d in 1990.

tional categories s w iftly follo w ed: deodorants in 19 9 7

U.S.

and body lotions in 19 9 8 .

I N 1991,

D ove b e gan its global rollout. A n e w adver-

tising id e a d evelop e d in C anada Litm us Te st

I N 1999,

add e d a po w erful w e apon to D oves co m m unication

A nd in 2000, th e D ove H air C are launch took plac e in

ars e nal: th e us e of obje ctive proof.

Tai w an, follo w ed by an aggressive rollout during 2 0 01

D ove w as succ e ssfully launch e d in Japan.

and 2 0 0 2 .

2 0 0 0, D O V E H A IR , TA I W A N

w ith the launch

the cleansing bar category in the

consum er a real promise, and ke ep it. Consistently.

12

The Target.

15

th e targ et

O N E I S N O T B O R N A W O M A N ; O N E B E C O M E S O N E .

Simone de Beauvoir

16

SAFFRO N

17

th e targ et

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 w hen a w oman discovers w ho she is. W hen she

stops the frantic search and accepts herself, imperfections and all.
W hen she is guided by w hat fe els right to her, not by w hat fe els
right to others. This understanding com es to som e w om en at 20 ,
to others at 50 , to som e, never.
O ur targ e t is m ore m ature , m ore acc e pting of h ers elf. That s not
to say sh e s p erfe ct, or w ithout h er share of ins e curitie s. It just
m e ans sh e is m ore c e nt ere d.

18

FERNANDA

19

th e targ et

When you have an active life, when youre fine

with your family, you get more open to
meeting people. I think you get more beautiful.

Th e c e nt er of gravity of h er s elf- e st e e m lie s m ore in ho w sh e

fe els than in ho w sh e looks. It has m ore to do w ith ho w co m p et e nt sh e fe els in d e aling w ith life ( b e it w ork, play, relationships,
or pare nting ) and w ith ho w good sh e fe els about h ers elf.
Sh e w ill b e flatt ere d by a co m plim e nt about h er looks, but sh e
m ay not notic e if sh e do e s not g e t on e for a fe w days. Sh e is
unlikely to ch e ck h er lipstick s everal tim e s in a day.

21

th e targ et

Th e fact that ho w sh e fe els is para m ount to our targ e t do e snt

m e an sh es give n up on ho w sh e looks. Sh es ke e nly int ere st e d
in b e auty. B ut sh e w ont us e it as a tool, nor n e e d it as a crutch.
Is sh e w illing to transform h ers elf in th e na m e of b e auty ? Ye s.
Just not into so m e on e oth er than h ers elf. Is sh e w illing to sp e nd
DANIELA

Id do things for beauty

but I wouldnt go to
an extreme, you know?

e norm ous a m ounts of tim e or m on ey, or to w ithstand pain for

th e sake of b e auty ? N o. H ers is a b e auty qu e st w ith limits.

22

23

th e targ et

She can discern hype from quality, and w ill happily pay a pre mium
for the latter. She is in that group of wom en w ho could be called
beauty pragmatists. To her, the cost of a beauty product isnt the
main issue. W hat she is interested in is w hether 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

th e insig ht

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 find, in any culture. There is decreasing opportunity for real human
contact, for real ans w ers, for the joy of real sensation. As a result, consum ers are increasingly attracted to the
authentic, the un-hyped , to people, institutions and brands that represent the real deal.

DOVES G UIDIN G INSIGHT IS: THE YEARNIN G FOR THE REAL

D ove can ans w er this ye arning . W ithout any re d e fining , w ithout

any stre tching . D ove is firmly root e d in re alit y. Fro m its e arlie st
b e ginnings as a cle ansing bar, D ove d elivere d re al b e n e fits, re al
satisfactions, both functionally and e m otionally.

28

The Promise

31

th e pro m ise

FU NCTIO N AL PRO MISE

D ove w ill constantly elevat e and th ere fore re d e fin e th e standard

of care in every cat e gory it e nt ers. D ove pro mis e s its consu m er
that it w ill m ake no product that do e s not g e nuin ely im prove th e
condition and fe el of h er skin / hair.
W H AT A D O V E P R O D U C T

WILL DO:

_It w ill w ork. It w ill b e highly e fficacious.

_It w ill b e p erc eivably sup erior.
_It w ill m ake a g e nuin e , notic e able differe nc e in th e skin / hair fe el.
_It w ill have e ndorsable mildn e ss.
_It w ill look and fe el good. Th e product and packag e w ill b e
b e autifully tactile , and w ill re w ard th e s e ns e s.

32

33

th e pro m ise

E M OTIO N AL PRO M ISE

D ove give s a w o m an a highly p ersonal, un exagg erat e d, uplifting

little fe eling about h er o w n b e auty. A nd b e caus e it is a privat e and
s m all fe eling, it is actually bigg er and m ore m e aningful to h er.

34

The Dove Way

37

th e d ov e w a y

Th ere is a distinctive D ove Way, and it inform s and guid e s everything to do w ith th e brand. It e nco m pass e s : D ove s valu e s and
p ersonality, D ove s voic e and D ove s point of vie w on b e auty.
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

th e d ov e w a y

T H E D O V E W AY

Valu e s & Personalit y

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

th e d ov e w a y v alu es

&

p erso n ality

D ove is Re al.
Dove is a Ke eper of Promises.
D ove is B e autifully U nco m plicat e d.
D ove is O ptimistic.
D ove is Tim ele ss.

42

43

th e d ov e w a y v alu es

&

p erso n ality

Dove is Real.
D O V 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 O V 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 ove w ont m ake a product unle ss it und erstands its d e e p er

Dove is alive, a w are of the issues facing its consum ers. And it

m e aning and relevanc e in a consu m ers life . D ove w ill b e b e tt er

w ill often share a point of vie w about the m. Dove dra w s its cre-

than its co m p e titors at uncovering tru e insights. D oves product

ative inspiration from lived experiences and e motions. It w ill never

and advertising conc e pts w ill hold m e aningful pro mis e s. Its cre-

us e ad-land sp e e ch. B e caus e it b elieve s that languag e dra w n

ative brie fs w ill offer th e cle are st dire ction to cre ative t e a m s.

from reality w ill al w ays hold more m eaning.

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

th e d ov e w a y v alu es

&

p erso n ality

Dove is a
Ke eper of Promises.
D O V 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 V A B L E A N D P R O V A B L E .

Doves p erform anc e drive s an e nduring relationship w ith its us ers.

U nlike w hat sh e do e s w ith m ost brands, th e D ove consu m er fe els
little , if any, n e e d to discount th e pro mis e s m ad e by D ove 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

th e d ov e w a y v alu es

&

p erso n ality

Dove is B eautifully
Uncomplicated.

48

49

th e d ov e w a y v alu es

&

p erso n ality b e a utifully u nco m plicate d

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.

S e lf-assure d e nough to b e unco m plicat e d. It is cl e an. Pure .

E l e gantly si m pl e . Its si m plicit y do e snt translat e to cold, basic
or boring . Rath er, th eres a m od ernit y to it. A stunningly si m pl e
b e aut y. A look and fe e l that lacks e m b e llish m e nt, b e caus e it
si m ply do e snt n e e d it.

50

51

th e d ov e w a y v alu es

&

p erso n ality b e a utifully u nco m plicate d

52

THIS IS.

T H I S I S N T.

Doves simplicity doesnt need

gratuitous touches. ( T O P )
And should never feel cold. ( B O T T O M )

53

th e d ov e w a y v alu es

THIS IS.

&

p erso n ality b e a utifully u nco m plicate d

T H I S I S N T.

Doves simplicity should never

be basic or boring.

55

th e d ov e w a y v alu es

&

p erso n ality

Dove is O ptimistic.

57

th e d ov e w a y v alu es

&

p erso n ality o pti m istic

D OVE IS A BEARER O F G O O D NE W S.

It s e e s th e pot e ntial in its consu m er and s e ts out to m ake th e

m ost of w hat sh e has, rath er than to fix w hat sh e do e snt. D ove
is uplifting , right do w n to its na m e . It is a brand na m e that sy mbolize s hop e , happin e ss, p e ac e and all things positive . Th ere is
nothing contrive d or over th e top about D oves optimis m .

60

T H I S I S N T.

61

th e d ov e w a y v alu es

&

p erso n ality o pti m istic

T H I S I S N T.

Doves optimism isnt the superficial

spring in your step, happy face kind.

63

th e d ov e w a y v alu es

&

p erso n ality

Dove is Tim eless.

64

65

th e d ov e w a y v alu es

&

p erso n ality ti m eless

D O V E I S N O T T H E F L A V 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.

B e caus e it is e nduring , D oves

tim ele ssn e ss can b e very hip .
B ut not tre ndy, funk y, or trying
too hard to b e m od ern. D ove is
a cont e m porary classic.

th e d ov e x x x x x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x

66

67

th e d ov e w a y v alu es

THIS IS.

&

p erso n ality ti m eless

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.

th e d ov e x x x x x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x

68

69

th e d ov e xwxaxyx x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x

T H E D O V E W AY

Voic e

70

71

th e d ov e w a y voice

W hatever Dove says must ring true. Its voice is clean and clear,
pure and uncluttered. It is eye level and unpretentious.
Dove speaks only w hen it has som ething 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 m eans Dove
doesnt indict its competition. This is the brand that was built on
indictm ent. ( Dove doesnt dry your skin the way soap can.) But its
purpose in using indictm ent is to let the consum er know w hat unm et ne ed has now be en m et, not to point a finger at the competition.

72

73

th e d ov e w a y voice

D ove is n ever pre su m ptuous or patronizing. It do e snt take it

O ft e n, and as m uch as possible , D ove w ill e m brac e th e voic e of

upon its elf to t ell consu m ers that it kno w s w hat th ey w ant or

its us ers, rath er than im pos e its o w n. W h e n D ove us ers sp e ak for

w hat to think. D ove is n ever judg m e ntal. A nd though its sinc ere ,

th e brand, it is a voic e of share d discovery on e w oman to

its far fro m overly e arn e st. D ove has a s e ns e of hu m or, but it

anoth er about ho w D ove has prove d its elf to h er.

do e snt try to b e funny.

W h e n D ove offers obje ctive evid e nc e , it is just that obje ctive .
D ove sp e aks to on e p erson at a tim e , no m att er ho w m any p e o-

It pre s e nts th e facts and le ts th e consu m er re ach h er o w n con-

ple m ay b e list e ning. Its voic e is p ersonal, intim at e . It m ake s th e

clusion. It is never an onslaught of information, rather, an offering.

consu m er fe el sh es b eing talke d to as an individual.

And as Dove begins to speak in ne w voices, these should fe el

fresh and ne w, but still true to Dove.

th e d ov e x x x x x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x

74

75

th e d ov e xwxaxyx x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x

T H E D O V E W AY

B e aut y Th e or y

76

77

th e d ov e w a y b e a uty th e ory is

U nlike its co m p e titors, D ove m ake s it cle ar that it s e e s b e auty in

D ove do e snt insult w o m e n by d e picting th e m w ith arro w s or

im p erfe ctions, and do e snt w orship st ere ot yp e s. D oves b e aut y

squiggle s dra w n across th eir fac e s. Although it is natural, D oves

is s elf-d e fin e d, b e aut y w ith brains, d e m ocratic. D ove re cognize s

b e auty do e s not look like th e clich of natural b e auty, of fre sh

not only th e ext erior, but also th e w o m an w ithin. Th ere is d e pth

fac e s, or of w ind blo w ing across th e fac e .

of charact er b e hind th e eye s, a stre ngth and vit alit y of p ersonalit y sho w ing through.

A N D I N C A S E YO U A RE W O N D E RI N G ,
D OVES BEAUTY LO OKS BEAUTIF UL .

CAPTURES A M O M ENT

When Dove captures a moment of emotion, it feels

unguarded and very personal. It is never faked.

CAPTURES A M O M ENT

CAPTURES A M O M ENT

CAPTURES A M O M ENT

STYLE O F PH OTO GRAPHY

Doves beauty should be portrayed with uncluttered

photography that does not camouflage the depth
of a womans beuty.

STYLE O F PH OTO GRAPHY

STRE N GTH O F C H ARACTER

Doves beauty captures the strength

of character behind the eyes.

STRE N GTH O F C H ARACTER

STRE N GTH O F C H ARACTER

STRE N GTH O F C H ARACTER

94

T H I S I S N T.

95

th e d ov e w a y b e a uty th e ory is n ot

T H I S I S N T.

Doves beauty is not the clich,

fresh, natural beauty.

96

T H I S I S N T.

97

th e d ov e w a y b e a uty th e ory is n ot

T H I S I S N T.

Doves beauty is natural,

but never unattractive.

98

T H I S I S N T.

99

th e d ov e w a y b e a uty th e ory is n ot

T H I S I S N T.

Doves beauty is not the seen-everywhere,

undistinctive, clean look.

100

T H I S I S N T.

101

th e d ov e w a y b e a uty th e ory is n ot

T H I S I S N T.

Doves beauty should never

feel posed.

102

T H I S I S N T.

103

th e d ov e w a y b e a uty th e ory is n ot

T H I S I S N T.

Doves beauty is not the stereot ypical

model beauty.

104

The Discriminator

106

107

th e discri m in ator

_In each of its categories, Dove w ill have an important, m eaningful

functional discriminator of superior care. This w ill most often be
related to moisturization.
_Doves value of Real.
_Doves B eauty Theory.

108

The Essence.

110

111

th e esse nce

B eauty W ithout
Artifice
This E ss e nc e guid e s us to build D ove into a tru e b e auty care
icon, w hile honoring our uniqu e point of vie w on b e auty, st e ering
a w ay fro m puffery, clutt ere d m e ssag e s and clich s. It guid e s us
to give our consu m ers b e auty pro mis e s and products that hold
re al m e aning and p erform anc e .

112

In closing.

114

115

in closin g

I F Y O U S E A R C H F O R T R U T H , Y O U W IL L F I N D B E A U T 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 closin g

This book has b e e n d evelop e d by th e D ove Global Brand Te a m s

(Skin, H air, D e odorants ) to inspire our e fforts to build D ove into
a C 4 billion b e auty care brand by 2006 . It is d e dicat e d to all thos e
w hos e past e fforts have m ad e th e brand w hat it is today, and to
thos e w hos e future e fforts, passion, im agination and p ers everanc e w ill m ake this brand eve n gre at er.

 20 02 L E V E R B R O T H E R S C O M PA N Y