Brand History Of Dove

BRAND HISTORY

Dove, being an American personal care brand owned by the company Unilever, has always tried to stand out in the industry rather than blend in. Dove Beauty Bar, introduced by Lever Brothers in 1957, was the first Dove-branded excursion into the soap business. Dove's soap ads reflected similar efforts to stand out, boasting that Dove soap was "far healthier for your skin" than conventional soap because of its mildness and the presence of "one-quarter washing cream". 'Suddenly soap is old-fashioned!' and 'Dove creams your skin while you wash' were some statements used in Dove advertising to attract the customers.

Dove's soap bars took on a unique, curved shape, and Dove packaging featured simple and elegant colouring around the now-iconic Dove bird design. Dove soon established itself as an innovator and outsider in the world of soap as a result of this easy brand recognition and differentiation in the minds of consumers.

During 1950s:

Dove back in 1950's had beauty bar which was positioned upon its function as a superior product as it did not dry out the skin as the soap did. It was marketed through a variety of marketing communication tools like Bill Boards, TVs and Print Media. 

In terms of television commercials, which were still a new marketing medium in the 1950s, Dove showed cream bring poured into a Dove bar to demonstrate the soap's moisturising properties. The Dove Face Test Campaign was another early Dove marketing campaign that featured a woman washing half of her face with generic soap and half with Dove. Of course, the half cleansed with Dove soap would have a clear, clean and moisturised skin, whereas the non-Dove side would be dry and show soap residue. 

During 1960s:

1960s was the phase when the Dove experienced the expansion into a number of new international markets, as well as an evolution of Dove's advertising efforts. Dove created advertisement in such a way that empowered the women in response to the current situation. A new wave of feminism swept the United States in the 1960s, with women demonstrating a fresh willingness to work. Dove's initial REAL WOMEN tagline appeared in a series of ads featuring fake hidden camera testimonials from professional women praising Dove goods.

During 1980s:

Dove's catalogue grew increasingly sophisticated and specialised as the twentieth century proceeded, as the corporation integrated more complex and specialised products meant to adequately address every aspect of personal care. Dove would introduce moisturisers and dry skin care, among other items, for the skin. The company created specialist hair care treatments for dry or damaged hair, as well as hair oils, in the 1980s. To complement their skin and soap supremacy, Dove became a global leader in bath time hair care. As Dove matured and continued to empower women, the advertising evolved as well, including the renowned phrase 'I Am Woman, Hear Me Roar,' as well as 'A woman's place, we all know, is anywhere she wants it to be.'

During 1990s:

Dove expanded its product range and expanded its global product roll-out to over 80 countries in the 1990s. Dove began to diversify their product line by offering various shampoos, deodorants, and cleansers. The company made it a goal to cover the entire range of skin and hair washing, and it succeeded by releasing products with the same moisturising properties as their proprietary Dove soap bars. They advertised the product by doing an experiment by using a strip to determine the harshness of various soaps.

During 2000s:

Finally, the Dove period began in the 2000s, with the debut of even more new and interesting products, as well as the previously mentioned Dove Real Beauty campaign. The company became more complex and aimed to cover every end of individual care. Dove would focus on cream and dry skin management as far as skin is concerned. Dove, since then, has the confidence in assisting and attracting the potential customers.

Conclusion:

Dove is the first company to launch a campaign, and it may set a new trend for others to follow. Dove, I feel, had the first mover advantage in these campaigns. Their steps work towards their bright future and suitable for the customers worldwide.