Professional Documents
Culture Documents
TO DEFINE
TO A L LOW
TO H E L P TO INFORM
TO I N S P I R E TO P R OV I D E
us to produce work that makes our consumers take notice, that makes our competitors jealous, and that makes us proud.
This is Dove.
07 13 25 29
T H E D O V E W AY VA L U E S & P E RS O N A L IT Y VO I C E B E AUT Y T H E O RY
35 39 69 75
T H E D I S C R I M I N AT O R THE ESSENCE I N C LO S I N G
10 5 10 9 113
1 9 9 9 , D OV E B A R , U. S .
I N 1 9 5 7, T H E D O V E B E A U T Y B A R W A S I N T R O D U C E D I N T H E U N I T E D S TAT E S . I T P R O M I S E D W O M E N T H AT I T W O U L D N T D R Y T H E I R S K I N T H E W AY S O A P D I D . W O M E N T R I E D I T . A N D I T D I D N T. T H U S B E G A N A V E R Y T R U S T I N G R E L AT I O N S H I P B E T W E E N T H E B R A N D A N D I T S U S E R S .
I N 1969,
I N 1981,
the rst time to advertise Dove. With each decade, more women heard Doves promise, more women tried it, and more women were converted. Its creamy pouring shot became a Dove brand property. an independent clinical study proved the
I N 19 8 8 ,
shared her discovery of Doves benets with television viewers, and Doves Conviction of Users testimonial campaign was born. Dove bar achieved its rst double-digit share in the
U.S.
Dove bar milder than seventeen leading bar soaps. Dermatologists recommended it. Newspaper articles featured it. Friends told friends about it. A year later, Dove started its formal medical program in the
U.S.
1 9 9 9 , D OV E B A R , J A PA N
1 9 9 7, D OV E D E O D O R A N T, I TA LY
I N 198 9 ,
I N 1995,
D O V E E X I S T S T O D AY
Conviction of Users testimonial campaign, as well as the medical program. Test markets in France and Germany followed in 1990. Dove began its global rollout. A new adver-
the cleansing bar category in the U.S. with the launch tional categories swiftly followed: deodorants in 1997 and body lotions in 1998.
2 0 0 0 , D OV E H A I R , TA I W A N
of Unilevers fastest-growing brands. Dove is a brand built on a simple and enduring principle: make the consumer a real promise, and keep it. Consistently.
I N 1991,
tising idea developed in Canada Litmus Test added a powerful weapon to Doves communication arsenal: the use of objective proof.
IN 1999,
And in 2000, the Dove Hair Care launch took place in Taiwan, followed by an aggressive rollout during 2001 and 2002.
19 9 9 , D OV E L A U N C H , J A PA N
19 9 1, L I T M U S T E S T, C A N A DA
19 8 9 , D OV E B A R , I TA LY
19 5 0 S , D OV E B A R , U. S .
19 8 0 S , D OV E B A R , U. S .
19 5 7, D OV E B A R , U. S .
19 8 8 , J E A N S H Y, U. S .
12
The Target.
15
the target
O N E I S N OT B O R N A WO M A N ; O N E B E C O M E S O N E .
Simone de Beauvoir
16
17
the target
SAFFRON
Im very happy with the way I am. I certainly dont go around thinking, Oh my God, does my bum look big in this.
There is a point when a woman discovers who she is. When she stops the frantic search and accepts herself, imperfections and all. When she is guided by what feels right to her, not by what feels right to others. This understanding comes to some women at 20, to others at 50, to some, never. Our target is more mature, more accepting of herself. That s not to say shes perfect, or without her share of insecurities. It just means she is more centered.
18
19
the target
F E R N A N DA
When you have an active life, when youre ne with your family, you get more open to meeting people. I think you get more beautiful.
The center of gravity of her self-esteem lies more in how she feels than in how she looks. It has more to do with how competent she feels in dealing with life ( be it work, play, relationships, or parenting ) and with how good she feels about herself. She will be attered by a compliment about her looks, but she may not notice if she does not get one for a few days. She is unlikely to check her lipstick several times in a day.
21
the target
The fact that how she feels is paramount to our target doesnt mean shes given up on how she looks. Shes keenly interested in beauty. But she wont use it as a tool, nor need it as a crutch. Is she willing to transform herself in the name of beauty ? Yes. Just not into someone other than herself. Is she willing to spend
DA N I E L A
enormous amounts of time or money, or to withstand pain for the sake of beauty? No. Hers is a beauty quest with limits.
22
23
the target
She can discern hype from quality, and will happily pay a premium for the latter. She is in that group of women who could be called beauty pragmatists. To her, the cost of a beauty product isnt the main issue. What she is interested in is whether it is going to work.
Id rather have fewer quality items than a whole wardrobe full of cheap T-shirts.
JULIA
24
The Insight
27
the insight
T H E W O R L D I S E X P L O D I N G W I T H T E C H N O L O G Y,
Credible authorities are harder and harder to nd, in any culture. There is decreasing opportunity for real human contact, for real answers, for the joy of real sensation. As a result, consumers are increasingly attracted to the authentic, the un-hyped, to people, institutions and brands that represent the real deal.
D OV E S G U I D I N G I N S I G H T I S : T H E Y E A R N I N G F O R T H E R E A L
Dove can answer this yearning. Without any redening, without any stretching. Dove is rmly rooted in reality. From its earliest beginnings as a cleansing bar, Dove delivered real benets, real satisfactions, both functionally and emotionally.
28
The Promise
31
the promise
FUNCTIONAL PROMISE
Dove will constantly elevate and therefore redene the standard of care in every category it enters. Dove promises its consumer that it will make no product that does not genuinely improve the condition and feel of her skin / hair.
W H AT A D O V E P R O D U C T WILL DO:
_It will work. It will be highly efcacious. _It will be perceivably superior. _It will make a genuine, noticeable difference in the skin / hair feel. _It will have endorsable mildness. _It will look and feel good. The product and package will be beautifully tactile, and will reward the senses.
32
33
the promise
E M OT I O N A L P RO M I S E
Dove gives a woman a highly personal, unexaggerated, uplifting little feeling about her own beauty. And because it is a private and small feeling, it is actually bigger and more meaningful to her.
34
37
There is a distinctive Dove Way, and it informs and guides everything to do with the brand. It encompasses: Doves values and personality, Doves voice and Doves point of view on beauty.
I T I S W H AT M A K E S T H I S B R A N D W H AT I T I S .
38
39
T H E D O V E W AY
P E R S O N A L I T Y I S A N U N B R O K E N S E R I E S O F S U C C E S S F U L G E S T U R E S .
T he Great Gatsby
40
41
&
personality
Dove is Real. Dove is a Keeper of Promises. Dove is Beautifully Uncomplicated. Dove is Optimistic. Dove is Timeless.
42
43
&
personality
Dove is Real.
D OV E S E E K S R E A L M E A N I N G . R E A L R E L E VA N C E . D OV E I S F I R M LY C O N N E C T E D T O T H E R E A L W O R L D .
Dove wont make a product unless it understands its deeper meaning and relevance in a consumers life. Dove will be better than its competitors at uncovering true insights. Doves product and advertising concepts will hold meaningful promises. Its creative briefs will offer the clearest direction to creative teams.
Dove is alive aware of the issues facing its consumers. And it , will often share a point of view about them. Dove draws its creative inspiration from lived experiences and emotions. It will never use ad-landspeech. Because it believes that language drawn from reality will always hold more meaning.
N.B.
Doves Real is never ugly or depressing. Nor passive or boring. Real is not a value to be talked about, it is a value to be demonstrated. It is much more than a look or feel.
44
45
&
personality
Doves performance drives an enduring relationship with its users. Unlike what she does with most brands, the Dove consumer feels little, if any, need to discount the promises made by Dove to a level she is prepared to believe in. There is a perception that if Dove says it, it must be true. This should be nurtured and protected.
47
&
personality
48
49
&
D O V E I S C O N F I D E N T E N O U G H T O B E U N C L U T T E R E D.
Self-assured enough to be uncomplicated. It is clean. Pure. Elegantly simple. Its simplicity doesnt translate to cold, basic or boring. Rather, theres a modernity to it. A stunningly simple beauty. A look and feel that lacks embellishment, because it simply doesnt need it.
50
51
&
52
53
&
THIS IS.
T H I S I S N T.
THIS IS.
T H I S I S N T.
Doves simplicity doesnt need gratuitous touches. ( TO P ) And should never feel cold. ( B OT TO M )
55
&
personality
Dove is Optimistic.
57
&
personality optimistic
D OV E I S A B E A R E R O F G O O D N E W S .
It sees the potential in its consumer and sets out to make the most of what she has, rather than to x what she doesnt. Dove is uplifting, right down to its name. It is a brand name that symbolizes hope, happiness, peace and all things positive. There is nothing contrived or over the top about Doves optimism.
60
61
&
personality optimistic
T H I S I S N T.
T H I S I S N T.
Doves optimism isnt the supercial spring in your step, happy face kind.
63
&
personality
Dove is Timeless.
64
65
&
personality timeless
D O V E I S N O T T H E F L AV O R O F T H E M O N T H . R AT H E R , I T I S I C O N I C. I T I S E N D U R I N G.
Because it is enduring, Doves timelessness can be very hip . But not trendy, funky, or trying too hard to be modern. Dove is a contemporary classic.
66
67
&
personality timeless
THIS IS.
T H I S I S N T.
Dove should never be seen as trying to be trendy, or trying too hard to be modern.
68
69
T H E D O V E W AY
Voice
70
71
Whatever Dove says must ring true. Its voice is clean and clear, pure and uncluttered. It is eye level and unpretentious. Dove speaks only when it has something to say. Its vocabulary contains no mumbo jumbo, no ad-land clichs, no hype, no puffery. Dove doesnt sell itself or boast. This in no way means Dove doesnt indict its competition. This is the brand that was built on indictment. (Dove doesnt dry your skin the way soap can. ) But its purpose in using indictment is to let the consumer know what unmet need has now been met, not to point a nger at the competition.
72
73
Dove is never presumptuous or patronizing. It doesnt take it upon itself to tell consumers that it knows what they want or what to think. Dove is never judgmental. And though its sincere, its far from overly earnest. Dove has a sense of humor, but it doesnt try to be funny.
Often, and as much as possible, Dove will embrace the voice of its users, rather than impose its own. When Dove users speak for the brand, it is a voice of shared discovery one woman to another about how Dove has proved itself to her. When Dove offers objective evidence, it is just that objective.
Dove speaks to one person at a time, no matter how many people may be listening. Its voice is personal, intimate. It makes the consumer feel shes being talked to as an individual.
It presents the facts and lets the consumer reach her own conclusion. It is never an onslaught of information, rather, an offering. And as Dove begins to speak in new voices, these should feel fresh and new, but still true to Dove.
74
75
T H E D O V E W AY
Beauty Theory
76
77
Unlike its competitors, Dove makes it clear that it sees beauty in imperfections, and doesnt worship stereotypes. Doves beauty is self-dened, beauty with brains, democratic. Dove recognizes not only the exterior, but also the woman within. There is depth of character behind the eyes, a strength and vitality of personality showing through.
Dove doesnt insult women by depicting them with arrows or squiggles drawn across their faces. Although it is natural, Doves beauty does not look like the clich of natural beauty, of fresh faces, or of wind blowing across the face .
A N D I N C A S E YO U A R E W O N D E R I N G , D OV E S B E AU TY LO O K S B E AU T I F U L .
CAPTURES A MOMENT
When Dove captures a moment of emotion, it feels unguarded and very personal. It is never faked.
CAPTURES A MOMENT
CAPTURES A MOMENT
CAPTURES A MOMENT
ST Y L E O F P HOTOG R A P H Y
Doves beauty should be portrayed with uncluttered photography that does not camouflage the depth of a womans beuty.
ST Y L E O F P HOTOG R A P H Y
ST R E N G T H O F C H A R AC T E R
ST R E N G T H O F C H A R AC T E R
ST R E N G T H O F C H A R AC T E R
ST R E N G T H O F C H A R AC T E R
94
95
T H I S I S N T.
T H I S I S N T.
96
97
T H I S I S N T.
T H I S I S N T.
98
99
T H I S I S N T.
T H I S I S N T.
100
101
T H I S I S N T.
T H I S I S N T.
102
103
T H I S I S N T.
T H I S I S N T.
104
The Discriminator
106
107
the discriminator
_In each of its categories, Dove will have an important, meaningful functional discriminator of superior care. This will most often be related to moisturization. _Doves value of Real. _Doves Beauty Theory.
108
The Essence .
110
111
the essence
112
In closing .
114
115
in closing
I F YO U S E A R C H F O R T R UT H , YO U W I L L F I N D B E AUT Y.
I F Y O U S E A R C H F O R B E A U T Y, Y O U W I L L F I N D V A N I T Y .
Moishe Safvie
116
117
in closing
This book has been developed by the Dove Global Brand Teams (Skin, Hair, Deodorants)to inspire our efforts to build Dove into a C 4 billion beauty care brand by 2006. It is dedicated to all those whose past efforts have made the brand what it is today, and to those whose future efforts, passion, imagination and perseverance will make this brand even greater.
2 0 0 2 L E V E R B R O T H E R S C O M PA N Y