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This is Dove.
W hy w e cre at e d this book.


TO DEFINE                               TO ALLO W

w hat D ove is, w hat it isn’t,         us to sp e ak w ith on e voic e .
w hat w e w ant it to b e .
                                        TO HELP

TO INF ORM                              us sustain th e level of gro w th
e v er ything cre at e d                D ove has e njoye d in re c e nt ye ars.
in th e na m e of D ov e .
                                        TO IN SPIRE

TO PROVIDE                              us to produc e w ork that m ake s
a vision to guid e us as w e take       our consu m ers take notic e ,
D ove into n e w cat e gorie s.         that m ake s our co m p e titors je alous,
                                        and that m ake s us proud.
This is Dove.


HO W DOVE CA ME TO BE                 07

T H E TA R G E T                      13

THE INSIGHT                           25

THE PRO MISE                          29



T H E D O V E W AY                    35

VA L U E S & P E RS O N A LITY        39

VOICE                                 69

B E AUTY T H E O RY                   75



T H E D I S C R I M I N AT O R       10 5

THE ESSENCE                          10 9

IN CLO SIN G                         11 3
1 9 9 9 , D O V E B A R , U. S .
                                             6




Ho w Dove cam e to be.
19 9 9, D O V E B A R , JA PA N
Ho w Dove cam e to be.




                                I N 1 9 5 7, 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 T A T E S .

                                                       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 . W O M E N T R I E D I T . A N D I T D I D N ’ T . 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 .




I N 1969,   Testimonials from real wom en w ere used for            I N 1981,      D ove’s first dire ct m arke ting e ffort, w hich
the first tim e to advertise Dove. W ith each decade,                includ e d an at-ho m e Lit m us t e st, w as m ail e d to
more wom en heard Dove’s promise, more wom en                       U.S.   consu m ers.
tried it, and more wom en w ere converted. Its creamy
pouring shot becam e a Dove brand property.                         I N 19 8 8 ,   a charismatic and m e morable ( and anything
                                                                    but stereotypical ) “ beauty ” nam ed Jean Shy joyfully
I N 1979,    an independent clinical study proved the               shared her discovery of Dove’s benefits w ith televi-
Dove bar milder than sevente en leading bar soaps.                  sion vie w ers, and Dove’s “ Conviction of Users ” testi-
D ermatologists recom m ended it. N e w spaper articles             monial campaign was born. Dove bar achieved its first
featured it. Friends told friends about it. A year later,           double -digit share in the       U.S.

Dove started its formal m edical program in the       U.S.
1 9 9 7, D O V E D E O D O R A N T , I T A LY




                                                                                                                                                                                                                                                                                                                                                                                                                                               19 9 9 , D O V E L A U N C H , J A P A N
                                                                                                                                                                                                                                                                                                        1 9 9 1 , L I T M U S T E S T, C A N A D A
                                                                                                                                                                                                                            1 9 8 9 , D O V E B A R , I T A LY
                                                                     1 9 5 0 S , D O V E B A R , U. S .




                                                                                                                               1 9 8 0 S , D O V E B A R , U. S .
    1 9 5 7, D O V E B A R , U. S .




                                                                                                                                                                                         1 9 8 8 , J E A N S H Y, U . S .
 I N 198 9 ,                           D ove w as launch e d in Italy using th e                          I N 1995,       Dove took its first significant step outside                                                                                                                                                                                 D O V E E X I S T S T O D AY                                   in over 8 0 countrie s and is on e
“ C onviction of U s ers ” t e stim onial ca m paign, as w ell                                            the cleansing bar category in the                         U.S.   w ith the launch                                                                                                                                                          of U nilever’s fast e st-gro w ing brands. D ove is a brand
 as th e m e dical progra m. Te st m arke ts in Franc e and                                               of M oisturizing Body Wash. Around the w orld, addi-                                                                                                                                                                                       built on a sim ple and e nduring principle: m ake th e




                                                                                                                                                                                                                                                                 2 0 0 0, D O V E H A IR , TA I W A N
 G erm any follo w e d in 1990.                                                                           tional categories s w iftly follo w ed: deodorants in 19 9 7                                                                                                                                                                               consum er a real promise, and ke ep it. Consistently.
                                                                                                          and body lotions in 19 9 8 .
 I N 1991,                            D ove b e gan its global rollout. A n e w adver-
 tising id e a d evelop e d in C anada — “ Litm us Te st ”—                                               I N 1999,   D ove w as succ e ssfully launch e d in Japan.
 add e d a po w erful w e apon to D ove’s co m m unication                                                A nd in 2000, th e D ove H air C are launch took plac e in
 ars e nal: th e us e of obje ctive proof.                                                                Tai w an, follo w ed by an aggressive rollout during 2 0 01
                                                                                                          and 2 0 0 2 .
12




     The Target.
15   th e targ et




                    “ O N E I S N O T B O R N A W O M A N ; O N E B E C O M E S O N E .”
                                                           — Simone de Beauvoir
16   17   th e targ et




SAFFRO N   “I’m very happy with the way I am.
            I certainly don’t go around
            thinking, ‘Oh my God, does my bum
            look big in this.’ ”




                                                          There is a point w hen a w oman discovers w ho she is. W hen she
                                                          stops the frantic search and accepts herself, imperfections and all.
                                                          W hen she is guided by w hat fe els right to her, not by w hat fe els
                                                          right to others. This understanding com es to som e w om en at 20 ,
                                                          to others at 50 , to som e, never.


                                                          O ur targ e t is m ore m ature , m ore acc e pting of h ers elf. That ’ s not
                                                          to say sh e ’ s p erfe ct, or w ithout h er share of ins e curitie s. It just
                                                          m e ans sh e is m ore c e nt ere d.
18   19   th e targ et




FERNANDA   “ When you have an active life, when you’re fine
             with your family, you get more open to
             meeting people. I think you get more beautiful.”




                                                                          Th e “ c e nt er of gravity ” of h er s elf- e st e e m lie s m ore in ho w sh e
                                                                          fe els than in ho w sh e looks. It has m ore to do w ith ho w co m p e-
                                                                          t e nt sh e fe els in d e aling w ith life ( b e it w ork, play, relationships,
                                                                          or pare nting ) and w ith ho w good sh e fe els about h ers elf.


                                                                          Sh e w ill b e flatt ere d by a co m plim e nt about h er looks, but sh e
                                                                          m ay not notic e if sh e do e s not g e t on e for a fe w days. Sh e is
                                                                          unlikely to ch e ck h er lipstick s everal tim e s in a day.
21   th e targ et




                                            Th e fact that ho w sh e fe els is para m ount to our targ e t do e sn’t
                                            m e an sh e’s give n up on ho w sh e looks. Sh e’s ke e nly int ere st e d
                                            in b e auty. B ut sh e w on’t us e it as a tool, nor n e e d it as a crutch.


                                            Is sh e w illing to transform h ers elf in th e na m e of b e auty ? Ye s.
                                            Just not into so m e on e oth er than h ers elf. Is sh e w illing to sp e nd
DANIELA   “ I’d do things for beauty        e norm ous a m ounts of tim e or m on ey, or to w ithstand pain for
           but I wouldn’t go to
            an extreme, you know?”          th e sake of b e auty ? N o. H ers is a b e auty qu e st w ith limits.
22   23   th e targ et




 She can discern hype from quality, and w ill happily pay a pre mium
 for the latter. She is in that group of wom en w ho could be called                                “ I’d rather have fewer quality items than    JULIA

                                                                                                      a whole wardrobe full of cheap T-shirts.”
“ beauty pragmatists.” To her, the cost of a beauty product isn’t the
 main issue. W hat she is interested in is w hether it is going to work.
24




     The Insight
27   th e insig ht




     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,   fake ingredients, pseudo solutions, and virtual everything.
     Credible authorities are harder and harder to find, in any culture. There is decreasing opportunity for real human
     contact, for real ans w ers, for the joy of real sensation. As a result, consum ers are increasingly attracted to the
     authentic, the “ un-hyped ,” to people, institutions and brands that represent the real deal.




     DOVE’S G UIDIN G INSIGHT IS: THE YEARNIN G FOR THE REAL


     D ove can ans w er this ye arning . W ithout any re d e fining , w ithout
     any stre tching . D ove is firmly root e d in re alit y. Fro m its e arlie st
     b e ginnings as a cle ansing bar, D ove d elivere d re al b e n e fits, re al
     satisfactions, both functionally and e m otionally.
28




     The Promise
31   th e pro m ise




                                                                                      FU NCTIO N AL PRO MISE



     D ove w ill constantly elevat e and th ere fore re d e fin e th e standard
     of care in every cat e gory it e nt ers. D ove pro mis e s its consu m er
     that it w ill m ake no product that do e s not g e nuin ely im prove th e
     condition and fe el of h er skin / hair.

     W H AT A D O V E P R O D U C T   WILL DO:   _It w ill w ork. It w ill b e highly e fficacious.
                                                 _It w ill b e p erc eivably sup erior.
                                                 _It w ill m ake a g e nuin e , notic e able differe nc e in th e skin / hair fe el.
                                                 _It w ill have “e ndorsable” mildn e ss.
                                                 _It w ill look and fe el good. Th e product and packag e w ill b e
                                                  b e autifully tactile , and w ill re w ard th e s e ns e s.
32   33   th e pro m ise




                                                              E M OTIO N AL PRO M ISE



          D ove give s a w o m an a highly p ersonal, un exagg erat e d, uplifting
          little fe eling about h er o w n b e auty. A nd b e caus e it is a privat e and
          s m all fe eling, it is actually bigg er and m ore m e aningful to h er.
34




     The Dove Way
37   th e d ov e w a y




     Th ere is a distinctive D ove Way, and it inform s and guid e s every-
     thing to do w ith th e brand. It e nco m pass e s : D ove ’ s valu e s and
     p ersonality, D ove ’ s voic e and D ove ’ s point of vie w on b e auty.

                                           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 .
38   39   th e d ov e w a y




                                                                                                            T H E D O V E W AY


                                                     Valu e s & Personalit y


                              “ 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
40   41   th e d ov e w a y v alu es   &   p erso n ality




                                                                                      D ove is Re al.
                                                                  Dove is a Ke eper of Promises.
                                                            D ove is B e autifully U nco m plicat e d.
                                                                               D ove is O ptimistic.
                                                                                 D ove is Tim ele ss.
42   43   th e d ov e w a y v alu es   &   p erso n ality




Dove is Real.

D O V E S E E K S R E A L M E A N I N G. R E A L R E L E VA N C E.                                                                 D O V 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 ove w on’t m ake a product unle ss it und erstands its d e e p er                      Dove is “alive” a w are of the issues facing its consum ers. And it
                                                                                                       ,
m e aning and relevanc e in a consu m er’s life . D ove w ill b e b e tt er              w ill often share a point of vie w about the m. Dove dra w s its cre-
than its co m p e titors at uncovering tru e insights. D ove’s product                   ative inspiration from lived experiences and e motions. It w ill never
and advertising conc e pts w ill hold m e aningful pro mis e s. Its cre-                 us e “ ad-land ” sp e e ch. B e caus e it b elieve s that languag e dra w n
ative brie fs w ill offer th e cle are st dire ction to cre ative t e a m s.             from reality w ill al w ays hold more m eaning.

                                                                                         N.B.    Dove’s Real is never ugly or depressing. Nor passive or boring. Real is not a value to be talked about,
                                                                                                 it is a value to be demonstrated. It is much more than a look or feel.
44   45   th e d ov e w a y v alu es   &   p erso n ality




                                                               Dove is a
                                                    Ke eper of Promises.

          D O V 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 V A B L E A N D P R O V A B L E .



          Dove’s p erform anc e drive s an e nduring relationship w ith its us ers.
          U nlike w hat sh e do e s w ith m ost brands, th e D ove consu m er fe els
          little , if any, n e e d to “discount ” th e pro mis e s m ad e by D ove to a
          level she is prepared to believe in. There is a perception that “ if Dove
          says it, it must be true.” This should be nurtured and protected.
47   th e d ov e w a y v alu es   &   p erso n ality




                                                       Dove is B eautifully
                                                          Uncomplicated.
48   49   th e d ov e w a y v alu es   &   p erso n ality b e a utifully u nco m plicate d




                                           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.



          S e lf-assure d e nough to b e unco m plicat e d. It is cl e an. Pure .
          E l e gantly si m pl e . Its si m plicit y do e sn’t translat e to cold, basic
          or boring . Rath er, th ere’s a m od ernit y to it. A stunningly si m pl e
          b e aut y. A look and fe e l that lacks e m b e llish m e nt, b e caus e it
          si m ply do e sn’t n e e d it.
50   51   th e d ov e w a y v alu es   &   p erso n ality b e a utifully u nco m plicate d
52   53   th e d ov e w a y v alu es   &   p erso n ality b e a utifully u nco m plicate d




THIS IS.                              T H I S I S N ’ T.                 THIS IS.                                                                                       T H I S I S N ’ T.




                Dove’s simplicity doesn’t need                                                                                                          Dove’s simplicity should never
                       gratuitous touches. ( T O P )                                                                                                                be basic or boring.
           …And should never feel cold. ( B O T T O M )
55   th e d ov e w a y v alu es   &   p erso n ality




                                                       Dove is O ptimistic.
57   th e d ov e w a y v alu es   &   p erso n ality o pti m istic




                                                                     D OVE IS A BEARER O F G O O D NE W S.



     It s e e s th e pot e ntial in its consu m er and s e ts out to m ake th e
     m ost of w hat sh e has, rath er than to fix w hat sh e do e sn’t. D ove
     is uplifting , right do w n to its na m e . It is a brand na m e that sy m-
     bolize s hop e , happin e ss, p e ac e and all things positive . Th ere is
     nothing contrive d or over th e top about D ove’s optimis m .
60   61   th e d ov e w a y v alu es   &   p erso n ality o pti m istic




T H I S I S N ’ T.                                                                                                      T H I S I S N ’ T.




                                                                                                  Dove’s optimism isn’t the superficial
                                                                                               “spring in your step, “ happy face” kind.
                                                                                                                   ”
63   th e d ov e w a y v alu es   &   p erso n ality




                                                       Dove is Tim eless.
64   65   th e d ov e w a y v alu es   &   p erso n ality ti m eless




                                            D O V E I S N O T T H E F L A V O R O F T H E M O N T H . R AT H E R ,

                                                                        I T I S I C O N I C. I T I S E N D U R I N G.



                                                                        B e caus e it is e nduring , D ove’s
                                                                        tim ele ssn e ss can b e very “ hip .”
                                                                        B ut not tre ndy, funk y, or trying
                                                                        too hard to b e m od ern. D ove is
                                                                        a cont e m porary classic.
th e d ov e x x x x x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x   66   67   th e d ov e w a y v alu es   &   p erso n ality ti m eless




                                                                                                  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.
th e d ov e x x x x x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x   68   69   th e d ov e x x xyx x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x
                                                                                                           wa




                                                                                                                                                                                    T H E D O V E W AY


                                                                                                                                                                                    Voic e
70   71   th e d ov e w a y voice




          W hatever Dove says must ring true. Its voice is clean and clear,
          pure and uncluttered. It is eye level and unpretentious.


          Dove speaks only w hen it has som ething to say. Its vocabulary con-
          tains no mumbo jumbo, no “ ad-land ” clichés, no hype, no puffery.


          Dove doesn’t “sell itself ” or boast. This in no way m eans Dove
          doesn’t indict its competition. This is the brand that was built on
          indictm ent. (“ Dove doesn’t dry your skin the way soap can.”) But its
          purpose in using indictm ent is to let the consum er know w hat un-
          m et ne ed has now be en m et, not to point a finger at the competition.
72   73   th e d ov e w a y voice




D ove is n ever pre su m ptuous or patronizing. It do e sn’t take it                        O ft e n, and as m uch as possible , D ove w ill e m brac e th e voic e of
upon its elf to t ell consu m ers that it “ kno w s w hat th ey w ant ” or                  its us ers, rath er than im pos e its o w n. W h e n D ove us ers sp e ak for
w hat to think. D ove is n ever judg m e ntal. A nd though it’s sinc ere ,                  th e brand, it is a voic e of share d discovery — on e w oman to
it’s far fro m overly e arn e st. D ove has a s e ns e of hu m or, but it                   anoth er— about ho w D ove has prove d its elf to h er.
do e sn’t try to b e “ funny.”
                                                                                            W h e n D ove offers obje ctive evid e nc e , it is just that — obje ctive .
D ove sp e aks to on e p erson at a tim e , no m att er ho w m any p e o-                   It pre s e nts th e facts and le ts th e consu m er re ach h er o w n con-
ple m ay b e list e ning. Its voic e is p ersonal, intim at e . It m ake s th e             clusion. It is never an onslaught of information, rather, an offering.
consu m er fe el sh e’s b eing talke d to as an individual.                                 And as Dove begins to speak in ne w voices, these should fe el
                                                                                            fresh and ne w, but still true to Dove.
th e d ov e x x x x x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x   74   75   th e d ov e x xaxyx x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x
                                                                                                           w




                                                                                                                                                                                               T H E D O V E W AY


                                                                                                                                                                                    B e aut y Th e or y
76   77   th e d ov e w a y b e a uty th e ory is




U nlike its co m p e titors, D ove m ake s it cle ar that it s e e s b e auty in             D ove do e sn’t insult w o m e n by d e picting th e m w ith arro w s or
im p erfe ctions, and do e sn’t w orship st ere ot yp e s. D ove’s b e aut y                 squiggle s dra w n across th eir fac e s. Although it is natural, D ove’s
is s elf-d e fin e d, b e aut y w ith brains, d e m ocratic. D ove re cognize s               b e auty do e s not look like th e clich é of natural b e auty, of “ fre sh
not only th e ext erior, but also th e w o m an w ithin. Th ere is d e pth                   fac e s,” or of “ w ind blo w ing across th e fac e .”
of charact er b e hind th e eye s, a stre ngth and vit alit y of p erson-
                                                                                                                                           A N D I N C A S E YO U A RE W O N D E RI N G ,
alit y sho w ing through.
                                                                                                                                           D OVE’S BEAUTY LO OKS BEAUTIF UL .
CAPTURES A M O M ENT


When Dove captures a moment of emotion, it feels
unguarded and very personal. It is never faked.
CAPTURES A M O M ENT   CAPTURES A M O M ENT
CAPTURES A M O M ENT
STYLE O F PH OTO GRAPHY


Dove’s beauty should be portrayed with uncluttered
photography that does not camouflage the depth
of a woman’s beuty.
STYLE O F PH OTO GRAPHY
STRE N GTH O F C H ARACTER


Dove’s beauty captures the strength
of character behind the eyes.
STRE N GTH O F C H ARACTER   STRE N GTH O F C H ARACTER
STRE N GTH O F C H ARACTER
94   95   th e d ov e w a y b e a uty th e ory is n ot




T H I S I S N ’ T.                                                                            T H I S I S N ’ T.




                                                                              Dove’s beauty is not the cliché,
                                                                                       fresh, natural beauty.
96   97   th e d ov e w a y b e a uty th e ory is n ot




T H I S I S N ’ T.                                                                      T H I S I S N ’ T.




                                                                              Dove’s beauty is natural,
                                                                               but never unattractive.
98   99   th e d ov e w a y b e a uty th e ory is n ot




T H I S I S N ’ T.                                                                                       T H I S I S N ’ T.




                                                                              Dove’s beauty is not the seen-everywhere,
                                                                                               undistinctive, clean look.
100   101   th e d ov e w a y b e a uty th e ory is n ot




T H I S I S N ’ T.                                                                           T H I S I S N ’ T.




                                                                                Dove’s beauty should never
                                                                                                 feel posed.
102   103   th e d ov e w a y b e a uty th e ory is n ot




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.
104




      The Discriminator
106   107   th e discri m in ator




            _In each of its categories, Dove w ill have an important, m eaningful
             functional discriminator of superior care. This w ill most often be
             related to moisturization.

            _Dove’s value of Real.

            _Dove’s B eauty Theory.
108




      The Essence.
110   111   th e esse nce




                                        B eauty W ithout
                                                 Artifice
            This E ss e nc e guid e s us to build D ove into a tru e b e auty care
            icon, w hile honoring our uniqu e point of vie w on b e auty, st e ering
            a w ay fro m puffery, clutt ere d m e ssag e s and clich é s. It guid e s us
            to give our consu m ers b e auty pro mis e s and products that hold
            re al m e aning and p erform anc e .
112




      In closing.
114   115   in closin g




                          “ I F Y O U S E A R C H F O R T R U T H , Y O U W IL L F I N D B E A U T Y.

                           I F Y O U S E A R C H F O R B E A U T Y , Y O U W I L L F I N D V A N I T Y .”

                                                                                  — Moishe Safvie
116   117   in closin g




            This book has b e e n d evelop e d by th e D ove Global Brand Te a m s
            (Skin, H air, D e odorants )— to inspire our e fforts to build D ove into
            a C 4 billion b e auty care brand by 2006 . It is d e dicat e d to all thos e
            w hos e past e fforts have m ad e th e brand w hat it is today, and to
            thos e w hos e future e fforts, passion, im agination and p ers ever-
            anc e w ill m ake this brand eve n gre at er.
© 20 02 L E V E R B R O T H E R S C O M PA N Y

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Dove Brand Book

  • 1.
  • 3. W hy w e cre at e d this book. TO DEFINE TO ALLO W w hat D ove is, w hat it isn’t, us to sp e ak w ith on e voic e . w hat w e w ant it to b e . TO HELP TO INF ORM us sustain th e level of gro w th e v er ything cre at e d D ove has e njoye d in re c e nt ye ars. in th e na m e of D ov e . TO IN SPIRE TO PROVIDE us to produc e w ork that m ake s a vision to guid e us as w e take our consu m ers take notic e , D ove into n e w cat e gorie s. that m ake s our co m p e titors je alous, and that m ake s us proud.
  • 4. This is Dove. HO W DOVE CA ME TO BE 07 T H E TA R G E T 13 THE INSIGHT 25 THE PRO MISE 29 T H E D O V E W AY 35 VA L U E S & P E RS O N A LITY 39 VOICE 69 B E AUTY T H E O RY 75 T H E D I S C R I M I N AT O R 10 5 THE ESSENCE 10 9 IN CLO SIN G 11 3
  • 5. 1 9 9 9 , D O V E B A R , U. S . 6 Ho w Dove cam e to be.
  • 6. 19 9 9, D O V E B A R , JA PA N Ho w Dove cam e to be. I N 1 9 5 7, 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 T A T E S . 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 . W O M E N T R I E D I T . A N D I T D I D N ’ T . 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 . I N 1969, Testimonials from real wom en w ere used for I N 1981, D ove’s first dire ct m arke ting e ffort, w hich the first tim e to advertise Dove. W ith each decade, includ e d an at-ho m e Lit m us t e st, w as m ail e d to more wom en heard Dove’s promise, more wom en U.S. consu m ers. tried it, and more wom en w ere converted. Its creamy pouring shot becam e a Dove brand property. I N 19 8 8 , a charismatic and m e morable ( and anything but stereotypical ) “ beauty ” nam ed Jean Shy joyfully I N 1979, an independent clinical study proved the shared her discovery of Dove’s benefits w ith televi- Dove bar milder than sevente en leading bar soaps. sion vie w ers, and Dove’s “ Conviction of Users ” testi- D ermatologists recom m ended it. N e w spaper articles monial campaign was born. Dove bar achieved its first featured it. Friends told friends about it. A year later, double -digit share in the U.S. Dove started its formal m edical program in the U.S.
  • 7. 1 9 9 7, D O V E D E O D O R A N T , I T A LY 19 9 9 , D O V E L A U N C H , J A P A N 1 9 9 1 , L I T M U S T E S T, C A N A D A 1 9 8 9 , D O V E B A R , I T A LY 1 9 5 0 S , D O V E B A R , U. S . 1 9 8 0 S , D O V E B A R , U. S . 1 9 5 7, D O V E B A R , U. S . 1 9 8 8 , J E A N S H Y, U . S . I N 198 9 , D ove w as launch e d in Italy using th e I N 1995, Dove took its first significant step outside D O V E E X I S T S T O D AY in over 8 0 countrie s and is on e “ C onviction of U s ers ” t e stim onial ca m paign, as w ell the cleansing bar category in the U.S. w ith the launch of U nilever’s fast e st-gro w ing brands. D ove is a brand as th e m e dical progra m. Te st m arke ts in Franc e and of M oisturizing Body Wash. Around the w orld, addi- built on a sim ple and e nduring principle: m ake th e 2 0 0 0, D O V E H A IR , TA I W A N G erm any follo w e d in 1990. tional categories s w iftly follo w ed: deodorants in 19 9 7 consum er a real promise, and ke ep it. Consistently. and body lotions in 19 9 8 . I N 1991, D ove b e gan its global rollout. A n e w adver- tising id e a d evelop e d in C anada — “ Litm us Te st ”— I N 1999, D ove w as succ e ssfully launch e d in Japan. add e d a po w erful w e apon to D ove’s co m m unication A nd in 2000, th e D ove H air C are launch took plac e in ars e nal: th e us e of obje ctive proof. Tai w an, follo w ed by an aggressive rollout during 2 0 01 and 2 0 0 2 .
  • 8. 12 The Target.
  • 9. 15 th e targ et “ O N E I S N O T B O R N A W O M A N ; O N E B E C O M E S O N E .” — Simone de Beauvoir
  • 10. 16 17 th e targ et SAFFRO N “I’m very happy with the way I am. I certainly don’t go around thinking, ‘Oh my God, does my bum look big in this.’ ” There is a point w hen a w oman discovers w ho she is. W hen she stops the frantic search and accepts herself, imperfections and all. W hen she is guided by w hat fe els right to her, not by w hat fe els right to others. This understanding com es to som e w om en at 20 , to others at 50 , to som e, never. O ur targ e t is m ore m ature , m ore acc e pting of h ers elf. That ’ s not to say sh e ’ s p erfe ct, or w ithout h er share of ins e curitie s. It just m e ans sh e is m ore c e nt ere d.
  • 11. 18 19 th e targ et FERNANDA “ When you have an active life, when you’re fine with your family, you get more open to meeting people. I think you get more beautiful.” Th e “ c e nt er of gravity ” of h er s elf- e st e e m lie s m ore in ho w sh e fe els than in ho w sh e looks. It has m ore to do w ith ho w co m p e- t e nt sh e fe els in d e aling w ith life ( b e it w ork, play, relationships, or pare nting ) and w ith ho w good sh e fe els about h ers elf. Sh e w ill b e flatt ere d by a co m plim e nt about h er looks, but sh e m ay not notic e if sh e do e s not g e t on e for a fe w days. Sh e is unlikely to ch e ck h er lipstick s everal tim e s in a day.
  • 12. 21 th e targ et Th e fact that ho w sh e fe els is para m ount to our targ e t do e sn’t m e an sh e’s give n up on ho w sh e looks. Sh e’s ke e nly int ere st e d in b e auty. B ut sh e w on’t us e it as a tool, nor n e e d it as a crutch. Is sh e w illing to transform h ers elf in th e na m e of b e auty ? Ye s. Just not into so m e on e oth er than h ers elf. Is sh e w illing to sp e nd DANIELA “ I’d do things for beauty e norm ous a m ounts of tim e or m on ey, or to w ithstand pain for but I wouldn’t go to an extreme, you know?” th e sake of b e auty ? N o. H ers is a b e auty qu e st w ith limits.
  • 13. 22 23 th e targ et She can discern hype from quality, and w ill happily pay a pre mium for the latter. She is in that group of wom en w ho could be called “ I’d rather have fewer quality items than JULIA a whole wardrobe full of cheap T-shirts.” “ beauty pragmatists.” To her, the cost of a beauty product isn’t the main issue. W hat she is interested in is w hether it is going to work.
  • 14. 24 The Insight
  • 15. 27 th e insig ht 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, fake ingredients, pseudo solutions, and virtual everything. Credible authorities are harder and harder to find, in any culture. There is decreasing opportunity for real human contact, for real ans w ers, for the joy of real sensation. As a result, consum ers are increasingly attracted to the authentic, the “ un-hyped ,” to people, institutions and brands that represent the real deal. DOVE’S G UIDIN G INSIGHT IS: THE YEARNIN G FOR THE REAL D ove can ans w er this ye arning . W ithout any re d e fining , w ithout any stre tching . D ove is firmly root e d in re alit y. Fro m its e arlie st b e ginnings as a cle ansing bar, D ove d elivere d re al b e n e fits, re al satisfactions, both functionally and e m otionally.
  • 16. 28 The Promise
  • 17. 31 th e pro m ise FU NCTIO N AL PRO MISE D ove w ill constantly elevat e and th ere fore re d e fin e th e standard of care in every cat e gory it e nt ers. D ove pro mis e s its consu m er that it w ill m ake no product that do e s not g e nuin ely im prove th e condition and fe el of h er skin / hair. W H AT A D O V E P R O D U C T WILL DO: _It w ill w ork. It w ill b e highly e fficacious. _It w ill b e p erc eivably sup erior. _It w ill m ake a g e nuin e , notic e able differe nc e in th e skin / hair fe el. _It w ill have “e ndorsable” mildn e ss. _It w ill look and fe el good. Th e product and packag e w ill b e b e autifully tactile , and w ill re w ard th e s e ns e s.
  • 18. 32 33 th e pro m ise E M OTIO N AL PRO M ISE D ove give s a w o m an a highly p ersonal, un exagg erat e d, uplifting little fe eling about h er o w n b e auty. A nd b e caus e it is a privat e and s m all fe eling, it is actually bigg er and m ore m e aningful to h er.
  • 19. 34 The Dove Way
  • 20. 37 th e d ov e w a y Th ere is a distinctive D ove Way, and it inform s and guid e s every- thing to do w ith th e brand. It e nco m pass e s : D ove ’ s valu e s and p ersonality, D ove ’ s voic e and D ove ’ s point of vie w on b e auty. 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 .
  • 21. 38 39 th e d ov e w a y T H E D O V E W AY Valu e s & Personalit y “ 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
  • 22. 40 41 th e d ov e w a y v alu es & p erso n ality D ove is Re al. Dove is a Ke eper of Promises. D ove is B e autifully U nco m plicat e d. D ove is O ptimistic. D ove is Tim ele ss.
  • 23. 42 43 th e d ov e w a y v alu es & p erso n ality Dove is Real. D O V E S E E K S R E A L M E A N I N G. R E A L R E L E VA N C E. D O V 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 ove w on’t m ake a product unle ss it und erstands its d e e p er Dove is “alive” a w are of the issues facing its consum ers. And it , m e aning and relevanc e in a consu m er’s life . D ove w ill b e b e tt er w ill often share a point of vie w about the m. Dove dra w s its cre- than its co m p e titors at uncovering tru e insights. D ove’s product ative inspiration from lived experiences and e motions. It w ill never and advertising conc e pts w ill hold m e aningful pro mis e s. Its cre- us e “ ad-land ” sp e e ch. B e caus e it b elieve s that languag e dra w n ative brie fs w ill offer th e cle are st dire ction to cre ative t e a m s. from reality w ill al w ays hold more m eaning. N.B. Dove’s Real is never ugly or depressing. Nor passive or boring. Real is not a value to be talked about, it is a value to be demonstrated. It is much more than a look or feel.
  • 24. 44 45 th e d ov e w a y v alu es & p erso n ality Dove is a Ke eper of Promises. D O V 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 V A B L E A N D P R O V A B L E . Dove’s p erform anc e drive s an e nduring relationship w ith its us ers. U nlike w hat sh e do e s w ith m ost brands, th e D ove consu m er fe els little , if any, n e e d to “discount ” th e pro mis e s m ad e by D ove to a level she is prepared to believe in. There is a perception that “ if Dove says it, it must be true.” This should be nurtured and protected.
  • 25. 47 th e d ov e w a y v alu es & p erso n ality Dove is B eautifully Uncomplicated.
  • 26. 48 49 th e d ov e w a y v alu es & p erso n ality b e a utifully u nco m plicate d 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. S e lf-assure d e nough to b e unco m plicat e d. It is cl e an. Pure . E l e gantly si m pl e . Its si m plicit y do e sn’t translat e to cold, basic or boring . Rath er, th ere’s a m od ernit y to it. A stunningly si m pl e b e aut y. A look and fe e l that lacks e m b e llish m e nt, b e caus e it si m ply do e sn’t n e e d it.
  • 27. 50 51 th e d ov e w a y v alu es & p erso n ality b e a utifully u nco m plicate d
  • 28. 52 53 th e d ov e w a y v alu es & p erso n ality b e a utifully u nco m plicate d THIS IS. T H I S I S N ’ T. THIS IS. T H I S I S N ’ T. Dove’s simplicity doesn’t need Dove’s simplicity should never gratuitous touches. ( T O P ) be basic or boring. …And should never feel cold. ( B O T T O M )
  • 29. 55 th e d ov e w a y v alu es & p erso n ality Dove is O ptimistic.
  • 30. 57 th e d ov e w a y v alu es & p erso n ality o pti m istic D OVE IS A BEARER O F G O O D NE W S. It s e e s th e pot e ntial in its consu m er and s e ts out to m ake th e m ost of w hat sh e has, rath er than to fix w hat sh e do e sn’t. D ove is uplifting , right do w n to its na m e . It is a brand na m e that sy m- bolize s hop e , happin e ss, p e ac e and all things positive . Th ere is nothing contrive d or over th e top about D ove’s optimis m .
  • 31.
  • 32. 60 61 th e d ov e w a y v alu es & p erso n ality o pti m istic T H I S I S N ’ T. T H I S I S N ’ T. Dove’s optimism isn’t the superficial “spring in your step, “ happy face” kind. ”
  • 33. 63 th e d ov e w a y v alu es & p erso n ality Dove is Tim eless.
  • 34. 64 65 th e d ov e w a y v alu es & p erso n ality ti m eless D O V E I S N O T T H E F L A V O R O F T H E M O N T H . R AT H E R , I T I S I C O N I C. I T I S E N D U R I N G. B e caus e it is e nduring , D ove’s tim ele ssn e ss can b e very “ hip .” B ut not tre ndy, funk y, or trying too hard to b e m od ern. D ove is a cont e m porary classic.
  • 35. th e d ov e x x x x x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x 66 67 th e d ov e w a y v alu es & p erso n ality ti m eless 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.
  • 36. th e d ov e x x x x x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x 68 69 th e d ov e x x xyx x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x wa T H E D O V E W AY Voic e
  • 37. 70 71 th e d ov e w a y voice W hatever Dove says must ring true. Its voice is clean and clear, pure and uncluttered. It is eye level and unpretentious. Dove speaks only w hen it has som ething to say. Its vocabulary con- tains no mumbo jumbo, no “ ad-land ” clichés, no hype, no puffery. Dove doesn’t “sell itself ” or boast. This in no way m eans Dove doesn’t indict its competition. This is the brand that was built on indictm ent. (“ Dove doesn’t dry your skin the way soap can.”) But its purpose in using indictm ent is to let the consum er know w hat un- m et ne ed has now be en m et, not to point a finger at the competition.
  • 38. 72 73 th e d ov e w a y voice D ove is n ever pre su m ptuous or patronizing. It do e sn’t take it O ft e n, and as m uch as possible , D ove w ill e m brac e th e voic e of upon its elf to t ell consu m ers that it “ kno w s w hat th ey w ant ” or its us ers, rath er than im pos e its o w n. W h e n D ove us ers sp e ak for w hat to think. D ove is n ever judg m e ntal. A nd though it’s sinc ere , th e brand, it is a voic e of share d discovery — on e w oman to it’s far fro m overly e arn e st. D ove has a s e ns e of hu m or, but it anoth er— about ho w D ove has prove d its elf to h er. do e sn’t try to b e “ funny.” W h e n D ove offers obje ctive evid e nc e , it is just that — obje ctive . D ove sp e aks to on e p erson at a tim e , no m att er ho w m any p e o- It pre s e nts th e facts and le ts th e consu m er re ach h er o w n con- ple m ay b e list e ning. Its voic e is p ersonal, intim at e . It m ake s th e clusion. It is never an onslaught of information, rather, an offering. consu m er fe el sh e’s b eing talke d to as an individual. And as Dove begins to speak in ne w voices, these should fe el fresh and ne w, but still true to Dove.
  • 39. th e d ov e x x x x x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x 74 75 th e d ov e x xaxyx x x x x x & x x x x x x x x: x x x x x x x x x x x x x x x x x w T H E D O V E W AY B e aut y Th e or y
  • 40. 76 77 th e d ov e w a y b e a uty th e ory is U nlike its co m p e titors, D ove m ake s it cle ar that it s e e s b e auty in D ove do e sn’t insult w o m e n by d e picting th e m w ith arro w s or im p erfe ctions, and do e sn’t w orship st ere ot yp e s. D ove’s b e aut y squiggle s dra w n across th eir fac e s. Although it is natural, D ove’s is s elf-d e fin e d, b e aut y w ith brains, d e m ocratic. D ove re cognize s b e auty do e s not look like th e clich é of natural b e auty, of “ fre sh not only th e ext erior, but also th e w o m an w ithin. Th ere is d e pth fac e s,” or of “ w ind blo w ing across th e fac e .” of charact er b e hind th e eye s, a stre ngth and vit alit y of p erson- A N D I N C A S E YO U A RE W O N D E RI N G , alit y sho w ing through. D OVE’S BEAUTY LO OKS BEAUTIF UL .
  • 41. CAPTURES A M O M ENT When Dove captures a moment of emotion, it feels unguarded and very personal. It is never faked.
  • 42. CAPTURES A M O M ENT CAPTURES A M O M ENT
  • 43. CAPTURES A M O M ENT
  • 44. STYLE O F PH OTO GRAPHY Dove’s beauty should be portrayed with uncluttered photography that does not camouflage the depth of a woman’s beuty.
  • 45. STYLE O F PH OTO GRAPHY
  • 46. STRE N GTH O F C H ARACTER Dove’s beauty captures the strength of character behind the eyes.
  • 47. STRE N GTH O F C H ARACTER STRE N GTH O F C H ARACTER
  • 48. STRE N GTH O F C H ARACTER
  • 49. 94 95 th e d ov e w a y b e a uty th e ory is n ot T H I S I S N ’ T. T H I S I S N ’ T. Dove’s beauty is not the cliché, fresh, natural beauty.
  • 50. 96 97 th e d ov e w a y b e a uty th e ory is n ot T H I S I S N ’ T. T H I S I S N ’ T. Dove’s beauty is natural, but never unattractive.
  • 51. 98 99 th e d ov e w a y b e a uty th e ory is n ot T H I S I S N ’ T. T H I S I S N ’ T. Dove’s beauty is not the seen-everywhere, undistinctive, clean look.
  • 52. 100 101 th e d ov e w a y b e a uty th e ory is n ot T H I S I S N ’ T. T H I S I S N ’ T. Dove’s beauty should never feel posed.
  • 53. 102 103 th e d ov e w a y b e a uty th e ory is n ot 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.
  • 54. 104 The Discriminator
  • 55. 106 107 th e discri m in ator _In each of its categories, Dove w ill have an important, m eaningful functional discriminator of superior care. This w ill most often be related to moisturization. _Dove’s value of Real. _Dove’s B eauty Theory.
  • 56. 108 The Essence.
  • 57. 110 111 th e esse nce B eauty W ithout Artifice This E ss e nc e guid e s us to build D ove into a tru e b e auty care icon, w hile honoring our uniqu e point of vie w on b e auty, st e ering a w ay fro m puffery, clutt ere d m e ssag e s and clich é s. It guid e s us to give our consu m ers b e auty pro mis e s and products that hold re al m e aning and p erform anc e .
  • 58. 112 In closing.
  • 59. 114 115 in closin g “ I F Y O U S E A R C H F O R T R U T H , Y O U W IL L F I N D B E A U T Y. I F Y O U S E A R C H F O R B E A U T Y , Y O U W I L L F I N D V A N I T Y .” — Moishe Safvie
  • 60. 116 117 in closin g This book has b e e n d evelop e d by th e D ove Global Brand Te a m s (Skin, H air, D e odorants )— to inspire our e fforts to build D ove into a C 4 billion b e auty care brand by 2006 . It is d e dicat e d to all thos e w hos e past e fforts have m ad e th e brand w hat it is today, and to thos e w hos e future e fforts, passion, im agination and p ers ever- anc e w ill m ake this brand eve n gre at er.
  • 61. © 20 02 L E V E R B R O T H E R S C O M PA N Y