Core Values Promoting Real beauty through Self-esteem & self-love, empowering women, and

authenticity/transparency of products

Purpose Our purpose is to help people embrace the uniqueness in them that forms the crux of
their beauty through self-love and being radiant in their own skin

Vision "To create a world where beauty is inclusive, diverse, and where people of all ages,
races, body types, and genders feel comfortable in their own skin. We aim to
challenge traditional beauty standards and promote self-esteem and body
confidence."

Audience All women & female identifying people of the age group 18-35yrs form the core TG
while adolescent and young men who prioritize skincare, are the TG for Men care

Voice The brand has the attributes of caring, empowering, inclusive, and supportive of all
women, socially responsible and authentic which are aligned with its vision and
purpose statements

Personality The brand personality mostly reflects the ideology of embracing reality and not be
pressurized by the beauty norms/standards set by the society’s perception of beauty

Brand Dove promises to provide products that celebrate real beauty, embrace diversity, and
foster self-esteem. We are committed to challenging traditional beauty standards and
Promise promoting a positive, inclusive vision of beauty for everyone.

Taglines “Dove: celebrating your unique beauty”

“Beauty is more than skin deep”