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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.

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

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

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

12 The Target. .

15 the target “ O N E I S N OT B O R N A WO M A N .” — Simone de Beauvoir . O N E B E C O M E S O N E .

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

I think you get more beautiful.” The “center of gravity ” of her self-esteem lies more in how she feels than in how she looks. or parenting ) and with how good she feels about herself. She will be flattered by a compliment about her looks. play. you get more open to meeting people. It has more to do with how competent she feels in dealing with life ( be it work. She is unlikely to check her lipstick several times in a day. when you’re fine with your family.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. relationships.

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

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

24 The Insight .

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

28 The Promise .

. _It will have “endorsable” mildness. It will be highly efficacious. noticeable difference in the skin / hair feel.31 the promise FUNCTIONAL PROMISE Dove will constantly elevate and therefore redefine the standard of care in every category it enters. W H AT A D O V E P R O D U C T WILL DO: _It will work. The product and package will be beautifully tactile. _It will look and feel good. and will reward the senses. 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 make a genuine. _It will be perceivably superior.

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

Dove’s voice and Dove’s point of view on beauty. and it informs and guides everything to do with the brand. . 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 .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 Optimistic. Dove is Timeless. . Dove is Beautifully Uncomplicated.40 41 the dove way values & personality Dove is Real.

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

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

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

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

50 51 the dove way values & personality beautifully uncomplicated .

THIS IS.52 53 the dove way values & personality beautifully uncomplicated 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. T H I S I S N ’ T. Dove’s simplicity doesn’t need gratuitous touches.

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

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 . 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. happiness. rather than to fix what she doesn’t. right down to its name. Dove is uplifting. It is a brand name that symbolizes hope. peace and all things positive.


” . T H I S I S N ’ 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.

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

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

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

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

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.



Dove’s beauty is not the cliché. fresh. natural beauty. 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.

96 97 the dove way beauty theory is not T H I S I S N ’ T. but never unattractive. T H I S I S N ’ T. Dove’s beauty is natural. .

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

Dove’s beauty should never feel posed.100 101 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 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 .

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

108 The Essence . .

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

112 In closing . .

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.” — Moishe Safvie . YO U W I L L F I N D B E AUT Y. Y O U W I L L F I N D V A N I T Y .

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. . Hair. and to those whose future efforts. Deodorants)—to inspire our efforts to build Dove into a C 4 billion beauty care brand by 2006. passion. It is dedicated to all those whose past efforts have made the brand what it is today.

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