Dove Case
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Background
Dove soap was launched in the United States in 1957 as a non-irritating skin cleaner for treatment use on burn and wounds during World War II under, the one of the largest consumer products companies in the world, Unilever. The basic Dove bar was reformulated as a beauty soap bar with one-fourth cleansing cream. It was the first beauty soap to use mild plus moisturizing cream to avoid the drying skin.
|Time line |History of Dove |
|1957 |Dove soap bar was reformulated as a beauty soap bar. It was the first beauty soap to use mild, non-soap |
| |ingredients plus moisturizing cream to avoid drying the skin, the way soap can. |
|1970s |An independent clinical study found Dove to be milder than 17 leading bar soaps. As the result of that study, the |
| |company launched a promotional campaign that highlighted the soap’s mildness. |
|1990 -1994 |Dove expanded its product line to include body wash, facial cleansers, moisturizers, deodorants, and hair care |
| |products. |
|2004 |The company’s brand policies had been considerably modified to Path to Growth strategy by reducing the number of |
| |product range from 1,600 to 400, and also by creating product brand names with a new logo, definition of symbol, |
| |and redesign packaging. |
|2006 |Kerstin Dunleavy, the brand manager for Unilever’s Dove line, launched the second phase for repositioning their |
| |brand image in September.
Background
Dove soap was launched in the United States in 1957 as a non-irritating skin cleaner for treatment use on burn and wounds during World War II under, the one of the largest consumer products companies in the world, Unilever. The basic Dove bar was reformulated as a beauty soap bar with one-fourth cleansing cream. It was the first beauty soap to use mild plus moisturizing cream to avoid the drying skin.
|Time line |History of Dove |
|1957 |Dove soap bar was reformulated as a beauty soap bar. It was the first beauty soap to use mild, non-soap |
| |ingredients plus moisturizing cream to avoid drying the skin, the way soap can. |
|1970s |An independent clinical study found Dove to be milder than 17 leading bar soaps. As the result of that study, the |
| |company launched a promotional campaign that highlighted the soap’s mildness. |
|1990 -1994 |Dove expanded its product line to include body wash, facial cleansers, moisturizers, deodorants, and hair care |
| |products. |
|2004 |The company’s brand policies had been considerably modified to Path to Growth strategy by reducing the number of |
| |product range from 1,600 to 400, and also by creating product brand names with a new logo, definition of symbol, |
| |and redesign packaging. |
|2006 |Kerstin Dunleavy, the brand manager for Unilever’s Dove line, launched the second phase for repositioning their |
| |brand image in September.