Dove: Brand Profile

Dove has grown from a US-only soap bar into one of Unilever's biggest global brands. It is now the world's #1 cleansing brand, and #3 in the Anglo-Dutch company's portfolio behind Knorr and Lipton. During the 1990s, the group began to extend the brand across the complete personal care spectrum, and Dove now encompasses a wide range of products from bar soap to shower gel, and from deodorants to shampoo-conditioners. Dove has attracted widespread media attention since 2004 for its marketing. That year, Ogilvy & Mather launched a series of ads for Dove portraying the "real beauty" of ordinary women. The brand competes fiercely with Procter & Gamble's Olay, Beiersdorf's Nivea and Johnson & Johnson's Neutrogena, all of which have a similarly broad product range.

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Competitors: see Personal Care Sector index for other companies and brands

The Adbrands Profile of Dove summarises the brand's history and current operations. Subscribers may access the following website links:

Dove website

Unilever Home & Personal Care

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