This successful and universally celebrated campaign has helped the Dove brand grow to unprecedented heights — the company continues to achieve new milestones all the time. From the very beginning, Dove attempted to stand out in the personal care scene rather than blend in.
This made for easy brand recognition and distinction within the minds of consumers — Dove quickly succeeded in establishing itself as an innovator and outsider in the world of soap.
The half washed with Dove soap would, of course, display a clear, clean, and moisturized complexion while the non-Dove side was dry and featured soap residue. Dove responded to the climate of the times by developing ads that empowered women. In terms of skin, Dove would introduce moisturizers and dry skin care, among other products. This Dove become a global leader in bath time hair care to supplement their skin and soap dominance. For starters, Dove began to branch out by producing different kinds of shampoos, deodorants, and cleansers.
The company made it a conscious goal to cover the full range of skin and hair cleaning, and did so effectively by introducing products that exhibited the same moisturizing qualities as their patented Dove soap bars. This shocking statistical revelation has been buffered by a Dove advertisement which drove home the same message. In a viral Dove video advert, a sketch artist drew two pictures of the same women based on their self-description, as well as description by a third party.
In each case, the sketch based off of the third party description was more flattering than that of the one based off of the self-description. Responding to their findings, Dove decided to launch a campaign that promoted self-confidence, as well as the promotion of realistic beauty standards.
The votes were updated in real time on the billboard, which were generally overwhelmingly positive — encouraging real women in the real world. However, the campaign has been polarizing to some degree. It must be noted, however, that Dove is essentially its own entity, unable to control the actions of different companies and brands.
Ultimately, Dove has received a mixture of praise and criticism that has been consistent with the political leanings of the entities which have provided that praise and criticism. A research paper from was critical of the campaign, or rather of its influence. As the Huffington Post accurately pointed out , we will have to wait until a generation of young women raised through this prominent message grows up to see its ultimate results.
Dove has experienced tremendous growth throughout the course of this campaign, and it shows no intent of slowing down any time soon. The Dove Beauty Bar is the most popular consumer bar of soap in the world, and for good reason — the results and reputation speak for themselves. Meanwhile, for those who do not favor the traditional bar of soap, Dove offers a variety of liquid body washes.
The Nutrium Moisture tech which the Deep Moisture wash employs is based on the surfactant glycinate. The glycinate-based body wash was preferred over a competitive mild cleansing product overall.
And in , Wonderbra aired its first ad using a live model as opposed to a plastic mannequin. Previously unrecognized, women also became an important untapped customer base for car repair dealers during the s.
The success of this campaign was such that the face-test spots were discontinued. This was a transitional period in which women began to break free from the shackles of the kitchen sink to flaunt their hot pants, although the need for male approval still lingered, as demonstrated by one Dove spot created by Ogilvy in the U. Change from soap to Dove. Another series of spots developed in the U. In an independent study found the Dove bar to be milder than other leading soaps.
Their trust. One black-and-white print ad produced by Ogilvy in Canada during the early s shows seven female faces pressed closely together. One print ad for Harley Davidson motorcycles shows how some advertisers were starting to ally themselves with the feminist mindset. It features a confident woman straddling her Harley. Hear Me Roar. Curiously, it was during the era of grunge that Dove started its global rollout, opening up to markets in 55 countries by By the brand was selling in over 80 countries and testimonials of non-believers converting to Dove were translated into numerous languages.
The ads show close-ups of other soaps with litmus-paper readings of pH9. In Dove made its first foray outside the cleansing bar category with the launch of moisturizing bodywash. The Internet era opened up a whole new world of advertising opportunities with the launch of beauty websites, online purchasing and viral campaigns. Female representation is closer to reality, and women are being targeted in most market segments, though, some experts feel the age of sexist advertising has yet to end.
Dove expanded gradually, building its catalog a little at a time to add more products to its personal care line. They were one of the first global companies that embraced the idea of body positivity, and promoted self-care and self-love ideals above what was accepted as social norms. Over time, the Dove brand became easier to recognize, and it is now undoubtedly difficult to miss in the supermarket aisle full of other personal care products.
All of these nuances add to the gentle feel and appeal of the logo. They also somehow convey the message that the company cares for its products and for its consumers.
The logo was simple. It featured a calming background of blue and a white cursive lettering that spelled out the company name. This lettering is very much representative of writing styles from that time. The main logotype also had a tagline: Bath and Toilet Bar. The original Dove logo bird is white; it faces the left and has a large stylized wing.
This logo would be the main logo for the company for roughly 15 years. The company saw its first logo change in The blue background disappeared; instead a simple white or essentially a transparent PNG background replaced it. The wordmark was also updated into a more modern font—bolder and spaced closer to each other. The logotype became blue, and the gold background disappeared. Instead, the white dove became a gold dove. This time, the dove is featured with a simpler design.
Still fluid and sophisticated, the dove is now facing the right, a suggestion of forward movement.
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