Unilever Sub brand information DOVE

Dove

In a world of hype and stereotypes, the Dove brand provides a refreshing alternative for women who recognise that beauty isn’t simply about how you look.

Making a genuine difference
Dove is committed to widening the definition of beauty for women because we believe real beauty comes in all ages, shapes and sizes. To help you enjoy your own brand of beauty, Dove provides an extensive range of cleansing and personal care products that make a genuine difference to the condition and feel of your skin and hair.
Dove is the UK’s top Bar Soap brand with an amazing 23% of the population having bought a Dove product in 2008. And it doesn’t end there: 10 million women use Dove every week in the UK.
How it all started
• First launched in the US during the 1950s, Dove cleansing bar with its moisturising properties was originally developed to treat burn victims during the war.
• In 1957 the basic Dove bar formula was refined and developed into the “Original Dove Beauty bar”. It was launched as a beauty soap that was clinically proven to be milder on dry and sensitive skins.
• In the 1970s an independent clinical dermatological study proved Dove “Beauty bar” milder than 17 leading bar soaps.
• Dove was launched in the UK in the 1990s. The following years saw the launch of more bath time treats like beauty baths and moisturising body washes.
• In 2001 Dove made its first foray into antiperspirant deodorant lines. Hair care products soon followed in 2003.
• 2004 saw the launch of the Campaign for Real Beauty, which highlighted the Dove brand’s commitment to broadening definitions of beauty.
• Following on from this Dove launched the Self Esteem Fund in 2005 which acts as an agent of change to educate and inspire young girls on a wider definition of beauty. It aims to boost the self-confidence of young girls and women, enabling them to reach their full potential in life.
• Also in 2007 Dove launched ProAge, a range of skin care, deodorant and hair care that has been specifically designed to give mature skin what it needs right now
• British girls suffer the lowest self esteem in the world, after Japan. Almost ¾ (74%) of girls aged 8 – 12 are so dissatisfied with their bodies that they would like to change something about their appearance.
• The Dove team is committed to help girls build positive self-esteem and a healthy body image, with a goal of reaching 5 million girls worldwide by 2010.
Dove has grown from a US-only soap bar into one of Unilever's biggest global brands. It is now the world's #1 cleansing brand, and #3 in the Anglo-Dutch company's portfolio behind Knorr and Lipton. During the 1990s, the group began to extend the brand across the complete personal care spectrum, and Dove now encompasses a wide range of products from bar soap to shower gel, and from deodorants to shampoo-conditioners. Dove has attracted widespread media attention since 2004 for its marketing. That year, Ogilvy & Mather launched a series of ads for Dove portraying the "real beauty" of ordinary women. The brand competes fiercely with Procter & Gamble's Olay, Beiersdorf's Nivea and Johnson & Johnson's Neutrogena, all of which have a similarly broad product range.