Brand history of Dove

 

Brand history of Dove

Having unilever as its parent company, the personal care brand from the United States, “Dove”, has come a long way. Famous for soap manufacturing, this brand is owned by lever brothers, however, the original patents of dove soap are still owned by Vincent Lamberti, the man behind its manufacturing.

The entry of dove soap bars in the market brought about a major change. Although in modern times dove features non-modelling women in advertisements, in the initial years its marketing strategy was different, it prioritized providing a genuine soap that moisturizes the skin along with cleansing. Bathing and washing products were launched with nutrium moisture technology which prioritized nutrifying the skin and keeping it soft and smooth. It also aims at renewing the natural glow of the skin. Followed by it, dove launched skincare products and creams which claimed to keep the skin young, nourished and fragranced. The skincare products contained the nutrients and oils necessary for healthy skin. In the 2000s, dove took another step and launched deodorants in spray and roll ons that keep the skin smooth by wicking sweat and left no trace on the clothes.

Then came the most-popular venture of dove, the launch of haircare products which included shampoo, conditioners, hair masks and oils. No frizz, damage control, dandruff control, and hair nourishment are the features that justify the popularity of these products. Also, its products very well address the problems of hair damage, dry, dull, rough and frizzy hair, split ends and itchy scalp.

Another line of products launched by Dove was baby care products. Since it was already a well-established brand it did not take much time to succeed to launch and popularize baby lotions, creams and oils.

Other than the regular long- running products Dove has also launched some noteworthy separated products like the go fresh products which have an excellent scent and are available in different aromas like shea butter coconut, jasmine, hibiscus, vanilla and almond.

Choose beautiful campaign, simple face test, the perfect 10 and campaign for real beauty are some of the famous campaigns of Dove. It promoted the idea that beauty comes from within. They also addressed the issue of associating beauty with physique or body shape. Dove also collaborated with Vogue India for a photoshoot campaign where women from different corners of the country came in front of the camera and told how they all are different and beautiful in their own skin and are confident in their physique and complexion. Dove hasn’t yet stepped into the field of cosmetics and beauty products because the very notion of this brand is to encourage people to accept their real self.

The campaigns played a huge role in building a base for the brand. Dove is also accredited under PETA (people for the ethical treatment of animals) which means there is no animal testing involved in the manufacturing of the product.

Logo – The logo of the brand has surely evolved a bit with time but its originality has been maintained during the evolution, till today the style hasn’t changed a lot. It has the same symbol, color palette and style as the original or per say the first official logo had.