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This is Dove.
Why we created this book.
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.
6 How Dove came to be. . D OV E B A R .1 9 9 9 . S . U.
D OV E B A R . an independent clinical study proved the included an at-home Litmus test. a charismatic and memorable ( and anything I N 19 8 8 . Dove’s first direct marketing effort. W O M E N T R I E D I T . I N 1 9 5 7. shared her discovery of Dove’s beneﬁts with television viewers.S. was mailed to U. Dermatologists recommended it.S. A N D I T D I D N ’ T. 1 9 9 9 . J A PA N . but stereotypical ) “beauty” named Jean Shy joyfully I N 1979. which the ﬁrst time to advertise Dove. A year later. Its creamy pouring shot became a Dove brand property. and Dove’s “Conviction of Users” testimonial campaign was born.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 . more women heard Dove’s promise. Newspaper articles featured it. Dove bar milder than seventeen leading bar soaps.How Dove came to be. Dove started its formal medical program in the U. more women tried it. 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 . consumers. 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 . Testimonials from real women were used for I N 1981. With each decade. Dove bar achieved its ﬁrst double-digit share in the U. I N 1969. and more women were converted. Friends told friends about it.
D OV E B A R . D OV E D E O D O R A N T. Dove is a brand built on a simple and enduring principle: make the consumer a real promise. S . D OV E B A R . L I T M U S T E S T. U. U. IN 1999. and keep it. U. tising idea developed in Canada —“Litmus Test”— added a powerful weapon to Dove’s communication arsenal: the use of objective proof. Test markets in France and Germany followed in 1990. addi- I N 1991. 19 9 9 . S . C A N A DA 19 8 9 . I TA LY 19 5 0 S . D OV E H A I R . Dove began its global rollout. of Moisturizing Body Wash. TA I W A N of Unilever’s fastest-growing brands. the Dove Hair Care launch took place in Taiwan. 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. J A PA N 19 9 1. Around the world. A new adver- the cleansing bar category in the U. 19 8 8 . Dove was successfully launched in Japan. I TA LY I N 198 9 . 19 5 7. with the launch tional categories swiftly followed: deodorants in 1997 and body lotions in 1998.S. S . D OV E L A U N C H . as well as the medical program. Consistently. U. followed by an aggressive rollout during 2001 and 2002. Dove was launched in Italy using the I N 1995. And in 2000. . 2 0 0 0 . 19 8 0 S . D OV E B A R . D OV E B A R . S .1 9 9 7. J E A N S H Y.
12 The Target. .
O N E B E C O M E S O N E .15 the target “ O N E I S N OT B O R N A WO M A N .” — Simone de Beauvoir .
to others at 50. not by what feels right to others. I certainly don’t go around thinking. This understanding comes to some women at 20. more accepting of herself. Our target is more mature. . never. does my bum look big in this. or without her share of insecurities. imperfections and all. It just means she is more centered. ‘Oh my God. That ’s not to say she’s perfect.’ ” There is a point when a woman discovers who she is. When she stops the frantic search and accepts herself. to some.16 17 the target SAFFRON “I’m very happy with the way I am. When she is guided by what feels right to her.
She is unlikely to check her lipstick several times in a day. relationships. when you’re ﬁne with your family. or parenting ) and with how good she feels about herself. It has more to do with how competent she feels in dealing with life ( be it work. . I think you get more beautiful. She will be ﬂattered by a compliment about her looks. play.” 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. but she may not notice if she does not get one for a few days. you get more open to meeting people.
you know?” enormous amounts of time or money. nor need it as a crutch. Just not into someone other than herself. or to withstand pain for the sake of beauty? No. 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. She’s keenly interested in beauty. But she won’t use it as a tool. Hers is a beauty quest with limits. . Is she willing to transform herself in the name of beauty ? Yes.
” JULIA . What she is interested in is whether it is going to work. To her. “ I’d rather have fewer quality items than a whole wardrobe full of cheap T-shirts. She is in that group of women who could be called “beauty pragmatists.22 23 the target She can discern hype from quality. and will happily pay a premium for the latter. 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. Credible authorities are harder and harder to ﬁnd.” to people. and virtual everything. institutions and brands that represent the real deal. pseudo solutions. . Dove is ﬁrmly rooted in reality. real satisfactions. As a result. From its earliest beginnings as a cleansing bar. without any stretching. Without any redeﬁning. for the joy of real sensation. for real answers. 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. fake ingredients. the “un-hyped. consumers are increasingly attracted to the authentic. Dove delivered real beneﬁts. both functionally and emotionally. There is decreasing opportunity for real human contact. in any culture.
28 The Promise .
Dove promises its consumer that it will make no product that does not genuinely improve the condition and feel of her skin / hair. noticeable difference in the skin / hair feel. It will be highly efﬁcacious. 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. _It will look and feel good. The product and package will be beautifully tactile. _It will make a genuine. _It will have “endorsable” mildness.31 the promise FUNCTIONAL PROMISE Dove will constantly elevate and therefore redeﬁne the standard of care in every category it enters. and will reward the senses. .
unexaggerated.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. And because it is a private and small feeling. uplifting little feeling about her own beauty. . it is actually bigger and more meaningful to her.
34 The Dove Way .
It encompasses: Dove’s values and personality. 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 . and it informs and guides everything to do with the brand. Dove’s voice and Dove’s point of view on beauty. .37 the dove way There is a distinctive Dove Way.
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 Timeless.40 41 the dove way values & personality Dove is Real. . Dove is Optimistic. Dove is Beautifully Uncomplicated.
It is much more than a look or feel. it is a value to be demonstrated.B. It will never use “ad-land”speech. N. Real is not a value to be talked about.42 43 the dove way values & personality Dove is Real. . Its creative briefs will offer the clearest direction to creative teams. Dove’s Real is never ugly or depressing. D OV E S E E K S R E A L M E A N I N G . will often share a point of view about them. 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 . Because it believes that language drawn from reality will always hold more meaning. Dove draws its creative inspiration from lived experiences and emotions. Nor passive or boring. Dove won’t make a product unless it understands its deeper meaning and relevance in a consumer’s life. Dove will be better than its competitors at uncovering true insights. Dove’s product and advertising concepts will hold meaningful promises. Dove is “alive” aware of the issues facing its consumers. And it . R E A L R E L E VA N C E .
P E R C E I VA B L E A N D P R OVA B L E . Dove’s performance drives an enduring relationship with its users. if any.” This should be nurtured and protected. Unlike what she does with most brands. it must be true. the Dove consumer feels little. .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 . 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.
47 the dove way values & personality Dove is Beautifully Uncomplicated. .
Its simplicity doesn’t translate to cold. basic or boring. Self-assured enough to be uncomplicated. It is clean. A look and feel that lacks embellishment. Rather. because it simply doesn’t need it. there’s a modernity to it. A stunningly simple beauty. Elegantly simple. . Pure.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.
50 51 the dove way values & personality beautifully uncomplicated .
( TO P ) …And should never feel cold.52 53 the dove way values & personality beautifully uncomplicated THIS IS. ( B OT TO M ) Dove’s simplicity should never be basic or boring. Dove’s simplicity doesn’t need gratuitous touches. THIS IS. T H I S I S N ’ T. T H I S I S N ’ T. .
55 the dove way values & personality Dove is Optimistic. .
There is nothing contrived or over the top about Dove’s optimism. peace and all things positive. rather than to ﬁx what she doesn’t. Dove is uplifting. It is a brand name that symbolizes hope. It sees the potential in its consumer and sets out to make the most of what she has. right down to its name.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 . . happiness.
“ happy face” kind. Dove’s optimism isn’t the superﬁcial “spring in your step. ” .60 61 the dove way values & personality optimistic T H I S I S N ’ T. T H I S I S N ’ T.
63 the dove way values & personality Dove is Timeless. .
R AT H E R . Dove is a contemporary classic. I T I S E N D U R I N G.” But not trendy. funky. I T I S I C O N I C. Dove’s timelessness can be very “hip . Because it is enduring. or trying too hard to be modern.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 . .
.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 .
Dove speaks only when it has something to say. It is eye level and unpretentious. Its voice is clean and clear. This in no way means Dove doesn’t indict its competition. ) But its ” purpose in using indictment is to let the consumer know what unmet need has now been met. no “ad-land” clichés. no puffery. pure and uncluttered. Dove doesn’t “sell itself” or boast.70 71 the dove way voice Whatever Dove says must ring true. . not to point a ﬁnger at the competition. Its vocabulary contains no mumbo jumbo. This is the brand that was built on indictment. (“Dove doesn’t dry your skin the way soap can. no hype.
it’s far from overly earnest. but it doesn’t try to be “funny. rather. And as Dove begins to speak in new voices. When Dove offers objective evidence. Dove speaks to one person at a time. It doesn’t take it upon itself to tell consumers that it “knows what they want” or what to think. It is never an onslaught of information. It presents the facts and lets the consumer reach her own conclusion. intimate.72 73 the dove way voice Dove is never presumptuous or patronizing. it is a voice of shared discovery — one woman to another— about how Dove has proved itself to her. When Dove users speak for the brand. It makes the consumer feel she’s being talked to as an individual. but still true to Dove. it is just that — objective. and as much as possible. Dove will embrace the voice of its users. And though it’s sincere.” Often. Its voice is personal. Dove has a sense of humor. an offering. these should feel fresh and new. no matter how many people may be listening. . Dove is never judgmental. rather than impose its own.
the dove xxxxxxxxx & xxxxxxxx: xxxxxxx xxxxxxxxxx
way the dove xxxxxxxxx & xxxxxxxx: xxxxxxx xxxxxxxxxx
T H E D O V E W AY
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 .
94 95 the dove way beauty theory is not T H I S I S N ’ T. natural beauty. fresh. . T H I S I S N ’ T. Dove’s beauty is not the cliché.
. but never unattractive. T H I S I S N ’ T. Dove’s beauty is natural.96 97 the dove way beauty theory is not T H I S I S N ’ T.
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. . clean look. Dove’s beauty is not the seen-everywhere. undistinctive.
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.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. _Dove’s Beauty Theory. _Dove’s value of Real. Dove will have an important. This will most often be related to moisturization.106 107 the discriminator _In each of its categories.
108 The Essence . .
while honoring our unique point of view on beauty.110 111 the essence Beauty Without Artiﬁce This Essence guides us to build Dove into a true beauty care icon. cluttered messages and clichés. It guides us to give our consumers beauty promises and products that hold real meaning and performance. . steering away from puffery.
112 In closing . .
Y O U W I L L F I N D V A N I T Y .” — 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 .
116 117 in closing This book has been developed by the Dove Global Brand Teams (Skin. imagination and perseverance will make this brand even greater. and to those whose future efforts. . passion. Hair. It is dedicated to all those whose past efforts have made the brand what it is today. 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 .
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