ROLL NO. 731
Parent Company: HUL (Unilever)
Category: Personal Health Care – Soap
Tagline/Slogan: Everyday moisture is the key to
USP: Deep moisturizer for Skin
Dove is a personal care brand owned by Unilever.
Dove soaps are manufactured in countries such as
Argentina, Australia, Brazil, Canada, Germany, India, Ireland,
Dove is primarily made from synthetic surfactants, soaps
(derived from vegetable oils such as palm kernel) and salts of
animal fats (tallow).
The Dove beauty bar was first developed and introduced in
the Netherlands in 1955 when Unilever purchased a Dutch
After the booming success of the product in Europe, it was
brought to the United States in 1957. Dove proved successful
by touting that it contained moisturizers.
Dove continued to thrive in the 1960s as a niche skin care
product before an advertising campaign in the 1970s won
market share in the industry by publicizing dermatologist test
findings that stated that Dove dried and irritated skin less
than ordinary soap.
Dove segments the market on the basis of:
Under this segmentation, Dove focuses on Women of all age
groups above 18.
Women who use beauty products.
Women who are well aware about beauty and care for their
Women who have high purchasing power and belong to
upper middle class.
Dove aims to create a psychology in women where ‘beauty’
incorporates all ages, body shapes and sizes.
‘You are beautiful the way you are’ is the message Dove
promotes and wants every woman to believe.
Targets women of all ages, shapes and sizes.
Highly focuses on working women as they
don’t have much time to take care of
themselves, so it uses its USP of double
benefits (soap and moisturizer) to attract
Also targets high income groups and upper
middle class as they would be willing to pay a
price of 28INR for soap.
Dove soap is positioned as a personal care
Dove does not call itself a soap but a mild
moisturizing bar that is one fourth
moisturizer. It is also called a beauty bar.
It uses its high moisturizer content to
differentiate itself from competitors.
Dove has positioned itself in a way that encourages women all
around the world to feel good about themselves. Dove does
not position itself to help you ‘become’ beautiful, Dove
positions itself to help you be beautiful as you have always
To promote this message, Dove has launched several
campaigns such as
Dove Campaign for Real Beauty
This is where Dove launched a global conversation to discuss
what truly defined the term beauty and how in the current
scenario the concept of beauty has many limitations and is
tagged difficult to attain.
Dove Movement for Self Esteem
This movement aimed at building positive self esteem among
women and helping them to reach their full potential.
Tagline: Imagine a world where beauty is a source of
confidence, not anxiety.
Dove Real Role Models
A campaign aimed at finding out who inspire the women of
Tagline: Strong Role Models Build Stronger Self Esteem.
Olay has a product called the Olay Moisture Bar. It
serves the same purpose as Dove beauty bar and is
targeted at women. It highlights its high moisture
content that prevents dry skin.
Vivel Luxury Crème Soap
The ITC owned Vivel has also come up with its own
moisturising soaps that come in two variants : Vivel Luxury
Crème Olive Butter Or Shea Butter. Its positioned as a
moisturiser and promoted by celebrity Kareena Kapoor.
The Himalaya Drug Company has a range of soaps under
which two soaps are in the moisturising category:
Moisturising Almond Soap
Nourishing Cream and Honey Soap
Unlike Olay and Vivel, Himalaya’s moisturising soaps are not
targeted at only women, but even men are a target segment.
They are also not called beauty soaps but Herbal soaps.