What comes to mind when you think about a soap brand? It’s probably not words like ‘avant-garde’, ‘ahead of its time’, and ‘disruptor’. But Dove has completely reversed our impression of how a common household product can be branded and advertised. Launched in 1957, the brand was originally positioned as a functional soap brand. However, Dove’s digital marketing campaigns have established the company as a powerful game-changer in the beauty industry. to Boost Productivity.
Dove has expanded its
product range to include shampoos, conditioners, body washes, moisturizers, deodorants, facial skincare. And self-tanning products along with a line aimed at the male beauty and skincare market. In 2022, the brand was valued at approximately $5.1 billion according to Statista new data and its digital campaigns have won prestigious awards. Always innovative and courageous, Dove sells more than beauty – it invites its customers and fans to reflect on self-esteem and self-acceptance. This concept might seem to be a direct contradiction. Given that the majority of beauty-based advertising is about fixing or hiding personal imperfections. However, Dove makes it work and digital is at the core of everything the brand does.
Dove’s Creative Marketing
Techniques Let’s look at some of the key creative innovations Dove has brought to its marketing, many of which have had ripple effects through various sectors. Why Choose DMI? 1. Building strong communities & starting difficult conversations As early as 2004, Dove began to emerge as a true revolutionary in its category by pioneering the concept of Real Beauty.
Now a commonly used hashtag
this concept of showcasing women in a more realistic light. Without professional make-up and lighting -was quite revolutionary for the time. The first stage of the campaign featured a series of BLB Directory billboard advertisements in the US showcasing photographs of regular women in place of professional models with. A cheeky question inviting the audience to comment. People passing on the street could vote on whether they were “Fat or Fab” or “Wrinkled or Wonderful” and the voting results were display on the billboard itself. to Boost Productivity.