Samstag, 15. Juni 2013
A Beauty Bar, Not A Soap
Unilever is one of the most successful multinational company in the industry today. The company owns many of the world's most popular consumer product brands, particularly in foods, beverages, cleaning agents and personal care products. Currently, owns more than 400 brands as a result of acquisitions, however, the company focuses on what are called the "billion-dollar brands", 13 brands which each achieve annual sales in excess of Â€1 billion. And one of these brands is the popular Dove soaps.
Dove is one of the most popular soaps recognized around the world today, including in the Philippines. According to dove philippines, the soap has become one of the most popular brands of some domestically, but not because of its competition with other popular brands of soap. Dove became popular in the Philippines the same way it has been from other countries. Dove is known not only as a bar of soap, but also a beauty bar.
According to dove philippines and the makers of Dove, the brand of soap has always been positioned in the market without referring to it as "soap", but as a "beauty bar" with one-fourth cleansing cream. They stress its moisturizing of skin while washing in contrast to the drying effects of regular soaps (which their advertising calls simply "soap").
This marketing campaign started when a Pennsylvania dermatologist showed in a study done in 1979 that Dove dried and irritated skin significantly less than ordinary soaps. As a result of this study, Unilever started aggressive marketing and won more than 24% of the market by 2003. Today, Dove has also been known for its other campaigns aside from skin care themed advertisements. One of the most popular is the Dove Self-Esteem Fund.
Dove started the Dove Self-Esteem Fund in 2006 which purports to be "an agent of change to educate and inspire girls on a wider definition of beauty and to make them feel more confident about themselves". To this end, Dove have created a number of largely online-only short films, including Daughters (which also aired in a 75-second spot during the Super Bowl XL), Evolution (which won two awards at the Cannes Lions International Advertising Festival), Onslaught, and Amy.
According to dove philippines, Dove is still one of today's most popular and best-selling brand of soap uniquely used to care for the skin. Although the competition from other popular brands has become intense, particularly in today's market, Unilever is confident that their Billion-Euro brand Dove will still come on top of the market.
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