In 1955, Dove soap was launched in US. Dove contained a patented, mild cleansing ingredient, into the soap category. It was positioned - then and now - as a "beauty bar" with one-fourth cleansing cream that moisturizes skin while washing as opposed to the drying effect of regular soap. Advertisements reinforced the message by showing the cream being poured into the beauty bar. In 1979, the phrase "cleansing cream" was replaced with "moisturizer cream". In 1979, a Pennsylvania dermatologist showed that Dove dried and irritated skin significantly less than ordinary soaps, based on which Unilever started aggressive marketing and won more than 24% of the market by 2003.
Dove All Day Body Wash gives you soft, smooth skin all day so you can truly enjoy your shower and feel great in your skin throughout the day. Dove's special all-day formula contains hydrating emollients that sink into your skin to moisturize as it cleans so your skin feels soft, smooth, and supple all day long.