DOVE- the world’s top cleansing brand feel good, look good

ORIGIN STARTED IN 1957 AS A BEAUTY SOAP BAR CLINICALLY PROVEN MILDER FOR DRY SENSITIVE SKIN HALF OF THE WOMEN – DRY SKIN

Target Customer WORLD OF HYPE AND STEREOTYPES PROVIDES ALTERNATIVES FOR WOMEN – BEAUTY COMES IN ALL SHAPES AND SIZES. IMP – HOW YOU FEEL RATHER THAN HOW YOU LOOK

MARKETING STRATEGY Advertisements Real women in their ads without any re- touching Current campaign in major TV channels, newspapers and women’s magazines. Ground breaking campaign – Dove firming lotion – features women of all shapes and sizes

PRODUCTS PRODUCTS REALLY MAKE A DIFFERENCE TO THE CONDITION AND FEEL OF HER HAIR AND SKIN MOISTURISING BODY WASH, DEODARANT,BODY LOTIONS,CLEANSERS,SHAMPOOS AND CONDITIONERS

Certain Facts Just 12%- satisfied with their physical attractiveness. Only 2% - describe themselves as beautiful. 68% - media sets an unrealistic std of beauty. 75% - media should do a better job in portraying the diversity of women’s attractiveness across all ages.

DSEF Launched in Committed to their mission Aims to educate and inspire young girls – workshops- protect and nurture their body- related self esteem and become fully realized adults. By 2010 they aim to reach the lives of 5 million young people.

True You Workbook Body Talk

Conclusion Dove aims at beauty at every age. Helps women to feel good Boosts their self esteem Distorted the conventional definition of beauty.