Dove Real Beauty Sketches Campaign Analysis

Dove Repositioning

by (Dove Axe) @ Different axes of Beauty

Dove underwent drastic market repositioning from the original advertising of their beauty bar launched in 1957. Their positioning then was based on the revolutionary aspect that it claimed to not dry out the skin the way regular soap did. This proved to be successful seeing as it was the “#1 Dermatologist Recommended brand in the US, Canada and France and strongly endorsed by Dermatologists across the world” (Unilever).