Table of Contents  

  Executive Summary…………………………………………………………………………………………………………..1 Mental Map………………………………………………………………………………………………………...……….......2 Brand Positioning…………………………………………………………………………..…………….……...………......2 Brand Mantra……………………………………………………………………………………………………...………......2 Sources of Brand Equity…………………………………………………………………………………….……...…...….3 Brand Inventory………………………………………………………………………………………………...……......…..4 

Brand Elements………………………………………………………………………………………….........…...4 Product Strategy………………………………………………………………………………………....……..…..5 Pricing Strategy…………………………………………………………………………………………...…..…....5 Distribution Strategy………………………………………………………………………………………….…..5 Promotional Strategy…………………………………………………………………………………….…....5-6 Communications…………………………………………………………………………………………….......…6 Direct & Indirect Competitors…………………………………………………………….………...….....6-7 Points of Parity……………………………………………………………………………………….…………......8 Points of Difference……………………………………………………………………………………..…...…...8 

Brand Exploratory………………………………………………………………………………………………………........9 Target Market & Brand Persona………………………………………………………………...………...…9 Survey Results……………………………………………………………………………..……………...…..10-16 Mystery Shopping Observations………………………………………………………………..…………...17 Internal & External Research…………………………………………………………………………...17-18 Brand Resonance Pyramid………………………………………………………………………………..18-20 Secondary Associations…………………………………………………………………………...…………...20 Media Interpretation of Brand & Product Category…………………………………...…………...20 

Recommendations……………………………………………………………………………………………….……..21-22 Maximization of the Brand………………………………………………………………………….………....21 Positioning Statement……………………………………………………………………………...…………...21 New Brand Mantra……………………………………………………………………………….…..……...21-22 Strategic Recommendations………………………………………………………………………….……....22 

Bibliography…………………………………………………………………………………………………………………...23  

     

  

  

Executive Summary  

 Since Dove was founded in 1957, the brand has tried to differentiate its products to stand out in the skin care and personal care market. The Lever brothers’ beauty bar hit the body wash market in 1957. Dove’s advertisements emphasized that its bar is much better for your skin than plain soap due do its mildness and its content of ‘one-quarter cleansing cream’. During the 1960’s, Dove expanded into international markets. As the brand entered into the 20th century, their catalogues included more products to cover every element of personal care which introduced moisturizers and a dry skin care line.  Today, Dove products are still a top brand that are sold all over the world through direct and indirect channels. Dove states their mission is to help women all over the world realize their beauty. Their website states their vision as: “We believe beauty should be a source of confidence, and not anxiety. That’s why we are here to help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realise their full potential.” Their mission statement is helping young people overcome body image issues and fulfill their needs and desires by offering skincare products to help women realize their full beauty potential. Today, Dove continues to be one of the top body wash brands in the market.   In this document, we will evaluate the brand inventory and brand exploratory of Dove. The brand inventory will describe the different brand elements of Dove, its marketing strategy, and the current status of the company in comparison to its competitors . The brand exploratory include internal and external findings, target markets, and consumer perceptions. Lastly, we will recommend some future brand extensions Dove can implement to keep up with their competitors and be desirable among consumers along with how Dove can improve their positioning strategy by appealing to both men’s needs as equally as they do for women.  

  

  

       

  

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Mental Map  

Brand Positioning:   

Dove’s brand position is to help women realize their beauty potential by creating products that offer real care to their skin. Dove understands that beauty and appearance causes anxiety and self-esteem issues and wants to combat those issues with its beauty products intended to make consumers feel happy about themselves. Dove wants their consumers to feel happy and confident with the way they look, have a healthy relationship with beauty and raise consumers’ self-esteem by offering premium skin care products. 

 Brand Mantra:   

Dove does not have a known or significant brand mantra at the moment.   Mental Map/Brand Associations:   

Dove has a variety of brand associations that appear in the consumers’ mind. These associations range from skin care, mild, moisturizing, cleansing, soft and personal care. Dove has partnered with Girls Scouts, Boys and Girls Clubs of America and Girls Inc to facilitate discussions and activities to raise awareness bullying and the way beauty is viewed around the world.  

          

   

  

     

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Sources of Brand Equity  

 Brand Identity   

Since the company’s inception Dove’s identity has been positioned as a brand that empowers women. The company has strived to produce a wide range of personal care products that match the expectations portrayed by their advertisements. The initial advertisements for the Dove Beauty bar defined the benefits of the product in comparison to other competitors while implementing detailed instructions and a call to action for consumers to use the product. One advertisement described the Dove Beauty Bar as one that “Creams while you Wash”. Dove television ads highlighted the physical attributes and signature design of Dove products.  

 Online Presence  

Dove’s online presence is very strong in comparison to its competitors and it has allowed the firm to engage with users across multiple platforms. Dove currently holds the highest amount of followers across Facebook, Instagram and Twitter amognst its competition. Dove’s Facebook page consists of strategic activities that positions and sells the brands image to consumer. The posts are focused on celebrating and promoting self confidence to consumers. Dove’s Twitter is utilized for its promotional strategies and marketing campaigns. Dove’s Instagram page consists of similar strategies used on both the firms Facebook and Twitter. Dove’s online presence is critical to its success because of its ability to communicate with consumers and assess consumer responsiveness & feedback in real time.    

  NIVEA  Olay  Dove  

Facebook   21,688,535 followers  7,702,736 Followers   28,151,780 followers  

Twitter   306 followers  145K followers  199k followers  

Instagram   8,697 (accounts split by region) 

104k followers  306k followers 

  

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 Brand Inventory 

 Brand Elements:   

Brand Name & Urls: There is no known history on how the beauty brand received its name; however, it is possible that the Dove’s parent company, Unilever, wanted a brand name that associated with delicateness, cleanliness, and purity. Those same words could be associated with Dove’s beauty bar. There is another theory that doves act as a symbol for the Greek goddess, Aphrodite, which is the goddess of love and beauty. Since she is the goddess of beauty, the dove would be the perfect symbol and brand name for the beauty brand. Dove’s name is attached to all of its brand extensions. The url for Dove has its brand name along with the country the consumer is accessing the website from. For instance, if the consumer is located in the United States, he or she will access the following website: https://www.dove.com/us/.   Logo & Symbol: The logo for Dove has remained consistent as the brand developed its multiple extensions. Overtime, the font color changed from white to navy. The font itself has not changed. The famous Dove symbol changed from a detailed white dove to a dove that looks more simplistic in various shades of gold, blue, or gray, depending on the product that the logo will be placed.   Slogan & Jingle: In the 1970’s and 1980’s, Dove created a slogan that appealed to consumers that were looking for a moisturizing soap brand with a straightforward message. Its slogan, “For the Beauty that is Already There,” proved to be effective. In 2004, Dove began to use the slogan, “Real Beauty”, to emphasize how much the brand would like to empower women of all shapes, colors, and sizes. In 2017, the brand continued to use this slogan with its campaigns but incorporated another slogan, “Be Your Beautiful Self”. This new slogan was released to increase and encourage diversity.  Character: Dove does not have a character to appeal to its target market.   Packaging & Signage: The typical packaging for the brand is white along with another color, depending on the scent or the type of product. For instance, Baby Dove products are offered in a white bottle with sky blue as an accent color. Dove Men + Care is available in a charcoal gray bottle with sky blue and lime green accent colors. All of the bottles are plastic with a secured top to prevent the product from spilling. All Dove Bar Soaps are offered in individual cardboard boxes.   

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     Product Strategy  

Dove’s perceived quality is high in comparison to its competitors that offer similar products at around the same prices. Products are seen as high quality due to the moisturizing attributes integrated with each product, specifically its ¼ moisturizing cream in all of its beauty bar. To remain in contact with its target market, consumers can subscribe to Dove’s mailing list. The mailing list offers discounts, coupons, and beauty tips via email. Samples are often given away to persuade potential consumer to use the product.   

 Pricing Strategy  

Dove’s pricing strategy consists of keeping their products affordable and reasonable but still being seen as a premium product amongst competitors. The products are offered in grocery stores and drugstores. They are typically a couple dollars more expensive than other brands because they offer premium skin care and loyal consumers do not mind buying Dove for a few dollars more.  

 Distribution Strategy  

Dove places its products through a variety of channels. Dove wants their products to be available to their consumers. Dove sells through both direct and indirect channels. Dove products can be purchased through their website and at local stores like Walmart and Walgreens. Customers are more likely to buy at a supermarket, like Walmart, when buying groceries. Dove’s indirect channels (Walgreens/CVS) are used when a customer runs out of their product and needs to quickly restock. 

● CVS/Walgreens are usually right around the corner and allow for quick/easy access for consumers 

● The products are separated into different sections like: hair care, body wash, deodorants which allow consumers to be exposed to more of the brand extensions. 

 Promotional Strategy  

Dove’s promotional strategy is different from most beauty companies that just focus on selling their products to be their ideal self. Dove’s promotional strategy focuses on lifting self-esteem and is suppose to be aspirational for women and men to be their 

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best selves. Dove uses regular people in commercials, and none of the people in their advertisements are models. Dove also uses people of different color, body shapes, sizes and age. Dove promotes that everyone is equally beautiful.   Dove’s “Campaign for Real Beauty” focuses on raising women’s self esteem while also exploiting the negative media campaigns. For example, Dove uses curvy women in their ads to fight what is “ideal” in society’s standards of beauty. They also released a video that shows the editing process of a picture of models, and how unnatural this is. Dove uses promotional methods like coupons and exclusive offers online as well.   The brand utilizes TV commercials, print ads, and banner ads for other websites besides its own webpage. Dove participates in experiential marketing by allowing potential consumers to test their products such as the beauty bar and deodorants.  

 Communications:   

Dove communicates with their consumers by having real, ordinary women in their commercials and advertisements. After the women use the dove products in the commercials, their skin looks fresh, renewed and moisturized. They also created the “Real Beauty” campaign and pledge in order to communicate with their consumers and pledge to realize their full beauty potential. The Self-Esteem Project founded in 2004 is a great way to continuously maintain relationships with their consumers by offering world-class resources online.  

  Direct & Indirect Competitors:   Dove’s SWOT Analysis:  

Strengths: Dove has a successful product design - a lot of their products include soap and cream which makes its products smooth and very cleansing to the skin. Dove also uses ordinary people who consumers can connect with in their commercials. They do not use celebrity endorsers because they want the brand to have a connection with its consumers. They also save a lot of money by not spending on celebrity endorsements.  

Weaknesses: Dove can only be found in concentrated metropolitan areas. They also do not target price sensitive consumers and there are competing brands that have lower prices for consumers. 

Opportunities: Dove is already expanding into the men’s skin care and personal care market, which will lead to open doors full of opportunity for expansion and a more recognized brand image.  

Threats: There are many competitors like Nivea, Olay and Neutrogena that are also pushing their products. Dove has a high price point as well so they are stuck in metropolitan areas and cannot reach 

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other cities and markets. Also Olay has copied their “real people” commercials and Nivea has had very similar campaigns.  

   Olay SWOT Analysis  Olay is a popular skin care brand in America. It’s tagline is “Ageless”. Their products include Anti aging skin care, acne treatments, cleansers and moisturizers.   

Strengths: Olay is recognized as one of the Procter & Gamble’s multibillion-dollar brands. Olay is popular in America and has coupons and offer online making it more desirable to its consumers. If a consumer joins Club Olay, they receive 15% off their first order and free shipping, exclusive offers, etc. 

Weaknesses: The brand image is less established as other brands.  

Opportunities: They can expand their product line to reach men and they can expand into the international market.  

Threats: They have many competitors like Dove and Nivea. Olay needs to keep up with its product packaging and consumers’ needs to make their products work. 

 NIVEA SWOT Analysis 

 Nivea is another cold cream, skin care and personal care brand that has been around for over a century and has created strong resonance with their consumers.  

 

Strengths: Nivea has been around for over a century and is very popular in Europe. Their brand image is very recognizable with the dark blue and white color scheme.  

Weaknesses: Nivea is less popular with its american consumers but very well established internationally.  

Opportunities: Nivea has the opportunity to create new product lines to connect with its consumers, as it already has an established image. Nivea can focus on its presence in America, which would make it a big threat to its competitors. 

Threats: Nivea has had issues in previous ads concerning racism and needs to be very careful on how they advertise their products/brand because it could deeply affect their brand image. They also have competitors in personal care/cold cream companies that can take their spotlight. 

     

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       Points of Parity:   

Dove is similar to its competitors Olay, Dial and Nivea because they all offer their consumers products in skin care, personal care and cold creams. They have similar products and packaging. When it comes to skin care, Nivea offers very similar skin care products meant to cleanse and moisturize the skin. Neutrogena is also a popular brand in the United States for skin cleansing products and also offers acne cleansing products. Dove and Nivea both use everyday, ordinary people in their commercials to connect with their consumers. Nivea has also expanded into the men skin care market as now men are becoming more conscious and aware of what products they are using. Dove is following this trend but needs to differentiate themselves in order to attract and keep consumers loyal to their products.  

 Points of Difference:  

 Dove differentiates themselves by focusing on their “Real Beauty” Campaign and creating the Dove Self-Esteem Project. The campaign is meant to show everyone they are beautiful and equal to one another. With the Self-Esteem project, Dove reached out to leaders of health, psychology and body image to create a program of world-class resources for their consumers to refer to. The goal of this research is to make young women feel confident and it has been proven to work. Dove wants their consumers to use their products to feel confident, raise their self-esteem and feel beautiful in their skin. They do not market their products to hit insecurities of consumers but rather help them feel good. They use the phrase “Simple is beautiful”. Dove also uses the animal dove on their products to differentiate themselves in the consumer mind. When people see Dove products, they will recognize it because of the gold and blue color scheme along with the animal Dove. 

         

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Brand Exploratory  

Target Market & Brand Persona   The brand, Dove, first introduced its beauty bar which originally targeted women from 18 to 35 years of age. This group of women are searching for a trustworthy body soap that would work differently than other body soaps similar to Dove. Those soaps usually dry out the skin rather than have moisturizing qualities that are found in Dove’s beauty bar. Women that use Dove soap have busy, active lives. As the brand developed, the brand’s target market became more specific. It began targeting those that tend to pay more attention to their beauty and health, physically and emotionally. They may want to enhance their overall well-being through purchasing an affordable body soap with high-quality attributes.   Dove’s brand extensions, Baby Dove and Dove Men + Care attracted a new set of consumers. Baby Dove targeted parents that are looking for a gentle yet moisturizing soap for their newborn, growing baby. Dove Men + Care is targeted towards women that are searching for nice scent and moisturizer for their partner. Men is considered the secondary target market since they usually purchase the product after their partners suggests to use it.   Infoscout, a company dedicated to analyzing consumer behaviors for brands and retailers, figured out the characteristics of consumers that usually purchase Dove products. This would include the brand’s soaps, deodorants, hair care products, etc. The market researchers found that slightly more men tend to buy Dove products than women. Generally, purchasers are in between the ages of 18 and 34 and are normally African American, Asian, or Hispanic. Usually, Dove is bought alongside other hygienic products from TRESemme, Listerine, Crest, and Dove’s competitor, Olay. Most people buy Dove from a drugstore along with 11 or more items.  

 

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Below is an example of a brand persona for Dove:

 Survey Results 

 We sent out a survey to students, family members and friends to garnish how often people use Dove, gauge how people feel about the brand and see what brands Dove is competing with for its consumers. 100% of our survey participants stated that they have heard or known of Dove. 96.1% of respondents said they had used Dove before. Participants are most likely to think of how Dove smells and how soft it makes their skin. Dove ranked the highest out of its competitors with Olay running second on which brand participants would use. An interesting note would be that 61% of respondents said Dove is not worth a premium price. Since Dove is known for not being price sensitive, this can hurt their market and profits. Survey takers were required to answer yes or no, rating scale, and open ended questions. The ratings were from 1 to 5, 5 being the most and 1 being the least.  

 

 

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Mystery Shopping Observation:   

During our mystery shopping experience we discovered that Dove products are separated into different sections for personal hygiene. This goes for all the other related body wash brands. At Walgreens we noticed Dove had a section but it was not big. Walgreens/CVS are smaller stores meant for quick stops, hence why they have fewer isles than Walmart. The body wash area consisted of their new foam body wash (located at the top) and their normal body wash underneath the foam washes. Dove hair products were on a different isle and only had 2 shelves occupied: one for men and one for women. Walmart, being the bigger store, has more room on their shelves for more of the different brand’s products. They are still separated into male and female sections.  

 Internal Research:  

Dove has researched self-esteem, body image, and confidence to uncover the sources of confidence and sources of anxiety women face on a daily basis. The goal of this research is to utilize it in a way that makes women happy and confident in their skin. Dove found that as women grow older, the pressure to feel beautiful increases while confidence decreases. Dove found that “4% of women around the world consider themselves beautiful”. This went up 2% since their first finding in 2004. Only 11% of girls globally felt confident calling themselves “beautiful”. 72% of these girls felt pressure to feel and be beautiful. The statistics drastically increase with 80% of women saying they believe every woman has something beautiful about themselves, but they just do not see it in themselves. More than half the women surveyed believed that they are their worst critic. With this information, Dove created a resource guide into improving self-esteem and confidence in young women. They also ask for parents to take charge and help their daughters in feeling confident.  

 Dove concluded that low beauty confidence and major anxiety is a critical issue among young women, and they set out to help the next generation’s women feel confident. Dove interviewed 10,500 females across 13 different countries. Women also experience different issues globally based on culture. The beauty and appearance anxiety is a major issue in different ways for everyone. 

 External Research:   

Based off external research, researchers found that Dove is mainly used by women in the age group of 18-34 years old. In 2016, Dove, amongst its competitors and other soap brands, had a market share of 21%. This researcher also ranked Nivea and Neutrogena as Dove’s top competitors.   

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The Delhi School of Internet Marketing also conducted a case study on Dove’s marketing strategies. The Delhi School describes Dove’s “Real Beauty” Campaign that launched in 2004. Dove conducted research on their consumers and how they feel about themselves. Their findings included “Only 2% of women across the globe would describe themselves as beautiful” and “the definition of beauty has become restrictive and unachievable”. They researched Dove’s social media and found that they have the highest amount of followers on various social media platforms. They have more followers than Olay and Suave. The Delhi School looked over the Dove website and concluded that the website is to explain how Dove works, what their mission is and to offer their products to improve skin. They are working to define beauty as confidence.  

  Brand Resonance Pyramid:  Salience: 

Depth and Breadth Awareness:  Dove soap is one of the first body wash brands that pop into a consumers head when shopping for soap.  Category Identification:  Consumers are looking for products that make them feel confident and improve their skin.  Strategic Implications:  Consumers associate Dove with the image of the animal dove. The dove represents purity.  

 Performance 

Service Empathy:  Families have entrusted Dove with keeping their skins soft and smooth. Parents use the brand on their children as a “starter pack” to prepare them to take care of their personal hygiene on their own.  

 Price:  Dove soap products are reasonably priced. The brand does not usually do sales events due to the doable price range of their products. 

 Imagery 

Personality & Values:  Dove uses the colors white, blue and gold to distinguish its brand image. The dove is gold, while the letting is dark blue and the background is usually white. Dove focuses on raising women’s self esteem and providing superior care through their skin care and personal care products.   Purchase & Usage Situations:  

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Dove products offer premium skin care and personal care to its consumers. Consumers can buy Dove products in grocery stores or drug stores.  

 Feelings 

Warmth The scents of the different body washes give consumers a nice, calm, peaceful feeling inside. 

 Self-respect After consumers use Dove soap in the shower/bath they feel clean which causes consumers to feel better about themselves. 

 Fun Dove’s foam body wash can be associated with fun. Kids especially like to play with foam soaps, thus they associate bath time with fun. 

 Judgements 

Quality Dove soap has a strong scent that stays on your skin for a long period of time. The soap does not dry out your skin. The beauty bar keeps your skin well hydrated throughout the day. 

 Credibility Dove is dependable for consumers. Everyone has used Dove at least once, most likely when they were little kids. Parents have trusted the brand to protect their children’s skin for years. As their children grew up, they began to to build their loyalty. Their children end up using the brand when they decide to have kids and the cycle goes on and on. This creates a continuous cycle of trustworthiness.   

 Resonance  

Community, Attachment, Engagement & Loyalty  By focusing on the “Real Beauty” Campaign, Dove offers a place for everyone of all different backgrounds, age and size to feel welcomed in their Dove community. Dove engages their consumers by tackling issues and insecurities that women face on a daily basis as well as offering insight into their Real Beauty campaign for all and any women to feel free to join. Dove also created a “Real Beauty” pledge for their consumers to show that everyone can reach their full potential by engaging them with products that offer care. 

 Dove also created the Dove Self-Esteem Project in 2004. For the past 14 years, Dove has offered extensive resources to help young women realize their full potential, and it has been successful. Dove created the #HourWithHer series to showcase young women in workshops or at-home activities and how they have realized their full potential. The 

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#HourWithHer encourages parents to reach out to their children and work on projects together or just go for walks and get their children active and healthy.  

 Secondary Associations  

Self-Esteem Project: Dove created the Self-Esteem Project to ensure the next generation grows up with a positive relationship on how they look. Dove partnered with different field experts in psychology, health and body image in order to create a program based on evidence from reliable resources.   Beauty Portraits: Dove created beauty portraits to explore how our relationship with beauty develops throughout the lives of women. Dove decided to collect specific women’s stories to be an inspiration to women all over the world. Dove asked women for their opinion about beauty. Dove wanted to know what was their definition of beauty from their perspective on life? 

 Media Interpretation of Brand and Product Category 

 The Dove Face Test Campaign was an early marketing campaign of Dove’s, in which advertisements displayed a woman who washed half of her face with generic soap and half of her face with Dove soap. The half washed with Dove soap would, of course, display a clear, clean, and moisturized complexion while the non-Dove side was dry and featured soap residue. Dove is also known for being real and authentic with their ads. They show the complicated process of editing and photoshopping a model’s face for an advertisement, proving that this is the high standard that women do not have to adhere to. Dove has also received a lot of backlash for an advertisement that was seen as racist.   The ad portrays a black woman who uses a dove product, and then is cleansed and takes off her shirt, revealing a white woman with a white shirt on. This hurt Dove’s brand equity and overall brand image and they had to pull the ad immediately. Otherwise, they have created a lot of brand equity with their “Real Beauty” Campaign and being accepting of everyone everywhere. They have helped women all over the globe with their resources.   

     

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Recommendations 

Maximization of the Brand  

“We believe beauty should be a source of confidence, and not anxiety. That’s why we are here to help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realise their full potential.” This is the vision Dove wants to be associated with.   Dove focuses on helping women find a source of confidence in the way they look, with more people getting tattoos we feel Dove would benefit from creating a tattoo line of products. Tattoos are permanently on a person’s skin. When people get a tattoo the intention is to be able to show it off and feel better about your body with that tattoo. People who have tattoos say they are a part of them, which is true considering they will forever be on that person’s body. However, people with tattoos cannot use a body wash that has a scent, it will mess with the ink. Tattoos must be washed 2-3 times a day for the first five days to keep the area bacteria free.   Another product idea is to create a lotion for normal to dry skin for consumer to put on their tattooed skin to keep it hydrated and to speed up the healing process. If your skin is dry it will start to crack causing the tattoo to crack as well. Dove’s body wash has a lot of moisture built in it, if they can create a lotion with that same kind of moisture they can create a reliable tattoo line.   Dove has a line of hair products that would be able to satisfy the needs of most of its target market but it does not currently does not have hair products that would be useful to the multicultural market. The brand has stressed the importance of diversity and the beauty of all. To appeal more to a larger market, the brand has to make products that consist of shampoos, conditioners, and other hair care necessities for those that would not be able to use the hair products that already exist. This means that Dove would market itself to an African-American and Hispanic market.  

 Positioning Statement  

Dove can improve their brand positioning by catering to men as much as they do to women. It will look better for the brand as a whole to focus equally on how men and women see themselves. 

 Brand Mantra “Beauty is You.” 

 Dove does not have a known brand mantra. The brand mantra that we created for Dove is “Beauty is You.” Dove has stated in their mission and vision their goal is to make all women feel beautiful in their own skin. All the campaigns Dove has done involve 

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women speaking up about their views of what it means to be beautiful. The “Real Beauty” campaign involved how women saw themselves and how others saw them. The women described their “flaws” and an artist sketched out how they described themselves. Then the artist drew how other women described them. The flaws they saw in themselves no one else saw. Dove is here to tell women they are all beautiful in their own way. Every woman is different but every woman is beautiful. “Beauty is You” ties into their mission, stating everyone woman is a different image of beauty. 

                      

        

   

   

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Bibliography  

 https://www.newsgeneration.com/2014/04/11/pr-case-study-dove-real-beauty/ https://www.dove.com/us/en/stories/about-dove/our-research.html https://www.academia.edu/4365145/Case_Study_of_Dove_and_their_campaign_for_Real_Beauty?auto=download https://www.mapleholistics.com/blog/dove-company-history-and-review-real-beauty-real-soap/ https://hugopress.com/body-wash-market-2018/6236558 https://www.newsient.com/future-of-the-2018-2025-body-wash-report-on-global-and-united-states-market-growth-latest-trend-forecast-2022/453298 https://www.slideshare.net/prajaktasuryawanshi3/market-research-on-dove https://www.dove.com/us/en/stories/about-dove/our-research.html https://www.prnewswire.com/news-releases/new-dove-research-finds-beauty-pressures-up-and-women-and-girls-calling-for-change-583743391.html https://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns-10_n_4575940.html   

     

      

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