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Exploring Dove's journey to becoming a personal care leader

Exploring Dove's journey to becoming a personal care leader

The market is full of new competitors, but the way Dove marketed itself has played an important role in growing its customer base in various corners of the world, including Ireland. How did Dove become a leader in personal care? Some of the strategies that allowed this giant to position itself globally:

Its beginnings


Dove had a fairly slow start with products formulated in the 1940s, but was initially launched in the 1960s. At first there was only Dove Bar and Dove Beauty Bar. However, in the 1970s, Dove gained an explosion of popularity as the mildest soap. By the 1990s, Dove had grown to be worth $200 million and today is valued at approximately $4.5 billion. Its products are sold in nearly 150 countries and are offered for women, men and babies. This success is largely attributed to building a good reputation among women with smart marketing strategies.



Customers are looking for products with minimal or no chemical effects on their hair/body, and Dove fits that description. Although the products are suitable for both men and women between the ages of 18 and 50, the majority of Dove's customers are young women between the ages of 18 and 34. The brand has launched many campaigns over the past decades to educate customers on how to change the social perception of people, especially women. So, Dove's products try to influence people both physically and emotionally with positive characteristics of being friendly and outgoing.

The products


Since its launch in the U.S. in 1957, Dove products have been touted as a healthier alternative to regular beauty bars that were full of chemicals. In essence, Dove's product is the patented combination of ¼ moisturizing cream and gentle cleansers. The company works closely with small farmers and retailers to deliver its products to markets around the world. Dove follows a 70:20:10 strategy with a global focus, While 70% of innovative product launches are global, 20% of the portfolio consists of local innovations from global brands and 10% are hyperlocal (products that are tailored to local tastes and needs).

The strategy


Dove's marketing strategy is very different from that of its competitors. Instead of taking the regular and easier method of advertising using actresses and models, Dove decided to do it with real people. This not only helped the brand connect with customers, but also acquired a distinct and unique brand image.

Over time, people's attitudes toward brand marketing and consumption patterns have changed a lot. People no longer buy if they feel they are being forced to buy or degraded by impossible beauty standards. Therefore, brand equity and brand image have become an important factor in increasing retail sales and market share today. By adopting a modern and responsible approach to beauty care products, Dove gained great popularity for its marketing strategy decision.

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