IntroductionThis case study on Dove Men+ Care forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks how the brand is aiming for success by building on the strength of the Dove's women's range of products.Reasons to Purchase*Gain insight into the methods used by important industry players to give them a competitive edge*Identify specific areas for operational improvements*Capitalize on the knowledge of experienced companies when entering a new niche or market

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Dove Men + Care Case Study: extending a brand to a new audience
to benefit from significant brand equity
Published on February 2010
Report Summary
Introduction
This case study on Dove Men+ Care forms part of Datamonitor's case studies series, which explores business practices across a
variety of disciplines and business sectors. It looks how the brand is aiming for success by building on the strength of the Dove's
women's range of products.
Reasons to Purchase
*Gain insight into the methods used by important industry players to give them a competitive edge
*Identify specific areas for operational improvements
*Capitalize on the knowledge of experienced companies when entering a new niche or market
Table of Content
DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
Dove Men + Care range seeks a defined market audience 2
Men are historically under targeted in personal care 3
Men's approach to personal hygiene varies widely across the world 5
Women are more interested in both personal hygiene and in looking good 6
Recession means that private label is a greater threat in the personal care market 7
Dove Men+ Care has mixed prospects for commercial success 8
The key to Dove Men+ Care's success could be in the targeted buyers, not users 9
Industry commentators believe Dove Men+ Care has good prospects for success 11
Conclusions 12
APPENDIX 13
Case study series 13
Methodology 13
Secondary sources 13
Further reading 14
Ask the analyst 14
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Datamonitor consulting 14
Disclaimer 14
List of Tables
Table 1: Consumer Survey 2009: Importance of looking one's best everyday, male consumers, the Americas, Asia Pacific, Europe,
and the Middle East, 2009 5
Table 2: Consumer Survey 2009: Importance of good personal hygiene, male consumers, the Americas, Asia Pacific, Europe, and the
Middle East, 2009 6
Table 3: Consumer Survey 2009: Shopping behaviour of male consumers in the Bath and Shower products category, the Americas,
Asia Pacific, Europe, and the Middle East, 2009 10
Table 4: Consumer Survey 2009: Shopping behaviour of male consumers in the Deodorants category, the Americas, Asia Pacific,
Europe, and the Middle East, 2009 11
List of Figures
Figure 1: Dove Men+ Care is initially to be a limited range of products aimed at an older male demographic 3
Figure 2: Consumer Survey 2009: Gender variance in the importance of looking good, the Americas, Asia Pacific, Europe, and the
Middle East, 2009 4
Figure 3: Consumer Survey 2009: Gender variance in the importance of personal hygiene, the Americas, Asia Pacific, Europe, and
the Middle East, 2009 7
Figure 4: Gender difference in the agreement that private label personal care products are of comparable quality to famous brands,
the Americas, Asia Pacific, Europe, and the Middle East, 2009 8
Figure 5: The Dove Men+ Care range packaging may prove a limitation 9
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