Dove Case Study

1. The target segment of Dove is everyday woman who are looking forward self esteem, who are quite dynamical, energetic and who want to be beautiful but real.
Dove positioning is the closeness to women and to there everyday beauty. It is a reality positioning.
The brand identity of Dove is the following: • Physique: it is a very sober picture with a simple writing of “Dove”. The colours are reminding water and freshness (Blue and white), the logo is a swan, for the pure aspect. • Personality: a simple product, efficient, which also allows being beautiful. Care products but also beauty products with no superfluous. • Culture: the values are purity, care, and respect of women natures, beauty, and simplicity. • Self-image: Dove “provides self esteem” to women. When buying Dove products, women feel natural, the get the sensation that they will be more and more beautiful, with respect with their own nature, their identity. They feel natural. • Reflection: the image that Dove gives to others is the idea of a natural brand, natural products that respect our bodies, our skin, our hair… Dove sells body care products. It is not trying to sell superfluous materials which could irritate people nature. • Relationship: Dove has a very close relationship with consumers. People, women feel very close to the brand because the products respect them, and all Dove image tends to show them that they are naturally beautiful. The brand provides self-esteem. Then Dove has a website on which women can talk about their feeling, they can give their opinion, they can share their impression around the product.

2. Dove is very successful in its action because the brand has changed the conditioning idea of beauty industry. Dove has known how to touch women thanks to respect and care of their natural beauty: Dove refreshed the concept of beauty. It does not make up women, it emphasizes their own beauty.
Dove was the first to dare it. They