Dove aims to help women feel beautiful through gentle, caring products. It promotes a mild soap concept using ingredients like milk that nourish skin without drying or harm. Dove symbolizes gentleness like its namesake bird. For hair, it aims to leave hair silky, soft, and healthy. Dove's "Real Beauty" campaign features real women to widen the definition of beauty and connect emotionally by showing it cares how women feel about themselves.

1. Case-DOVE hair Care
Presented by -
Shambhvi Singh

2. The value proposition
Dove is committed to helping women
realize their personal potential for beauty
by engaging them with products that
deliver real care
Dove tries to deliver product that
improves the condition of skin and give a
pleasurable experience of care because
when you look beautiful and feel beautiful
it makes you feel happier.
A mild soap concept
which is inspired from the
same category from
western world.

3. Perception about dove soap
• ¼ moisturizing cream
• Does not make skin dry
• Less in chemicals
• Makes skin softer
• The white colour of milk
• The symbol and name (DOVE)
The 1958 ad of Dove

4. Perception about
milk
• Nourishes
• No harm or side effect
• Creaminess- smoothness
Perception about
‘Dove’-the bird.
• Gentle
• Innocent
• Harmless

5. Dove soap already had it all !
Characteristic in hair Characteristic of Soap
Silky 1/4th moisturizing cream
Soft 1/4th moisturizing cream
Non frizzy hair “Dove does not make skin dry like other
soaps”
Nourished Milk
Healthy Milk
Lively Makes skin happy
Conditioned Let your skin glow

6. All this leaves an enduring impression about
the brand.
• Dove shampoo might also have these chracterstic
• Thus strong belief in minds that Dove cares!
• Its like building up on the already created image.

7. Every woman can be beautiful !

8. New generation dove!
• In India only 20% women colour their hair as compared to 90 % in developed market.
• Hair as a part of their overall personality.
• Freedom to experiment with their hairs in order to look beautiful.
• Go play, dove would take care of the rest!
• Focuses on the new emerging trend.

9. Brand personality
• Honest , straightforward and Simple.
• More realistic.
• We know that we can not change our hair so much! Thus dove shows
more realistic image and becomes trustworthy.
• Feeling beautiful in whatever colour or texture of hair you have.

10. • Used real women, not models.
• Widen the definition of beauty- ‘Real Beauty campaign’
• Touching at the emotional side of women- their sensitivity towards
how they feel about themselves. Thus more caring brand.

11. • Thank you.