Dove brand guide: Dove's mission, vision and best products

Selectivity has always been crucial when it comes to picking products, but in today’s world, there’s an even greater need to really understand what products you’re selling and the brands behind them.

Consumers are more concerned than ever with a brand’s history, morals and values! And it’s largely down to social media, which gives a brand’s personality a chance to be seen, for the good and bad. Things like unethical ingredients and old-fashioned thinking can really put people off buying from a particular brand, and that’s something you don’t want your store to be associated with.

As a retailer, it’s your responsibility to ensure that the brands you stock are up to scratch. Not only will this give you a clear conscious, but it’ll equate to more sales too! 

This article will discuss the Dove brand in-depth, so you can rest assured knowing that you know everything you need to know before deciding to invest in their products. We’ll even include some tips for choosing their best and most popular products!

Who is Dove?

So, who is Dove? I think it’s safe to assume we’re all familiar with the golden bird logo and blue and white packaging. They’re so well know, that it’s impossible to think of soap, cleansers or other personal care products without considering Dove. But a brand is more than just what you see on the surface. 

Owned by the retail giant, Unilever, Dove is one of the most famous personal care brands in the world, with its products available in over 150 countries. In fact, last year they were the #1 dermatologist recommended brand in the US, Canada, France – that’s surely a good sign, right?

Catering for women, men and children with a huge range of products, Dove is a brand that embodies inclusivity. We love them for their unique product formulas, but we also love them for their brand values.

The History of Dove

Dove first began in 1957 in the US, when they launched their iconic beauty cleansing bar. It was this bar that revolutionised the beauty industry and made Dove the successful brand that we all know and love today. Its unique formula allows it to rinse cleaner than soap, leaving skin soft, clean and smoother than any other! This product is so successful that Dove has become synonymous with soap, the same way that Hoover is synonymous with vacuum cleaners, you can’t separate one from the other.

During its first decade, Dove advertising focused mainly on the facial benefits of their revolutionary new product. This continued to be their main focus throughout the 70s, but as the feminist movement grew, they began to incorporate real women into their campaigns and adapt to the times. Through the 80s and 90s Dove continued to empower women through their advertising, shifting through themes of equality to female aggressors and eventually landing on the promotion styles we see today. They also used this time to expand globally, offering their products in 80 countries by 1996.

As the 20th century progressed, Dove grew its catalogue of offerings to include increasingly complex and specialized products, allowing them to provide products inclusive of every end of personal care.

Brand values

Body positivity is at the heart of Dove’s brand values. For over 17 years, they’ve been working to make beauty a source of confidence, not anxiety. These core values are seen at the forefront of their ad campaigns and product lines, specifically featuring women of all ages, sizes, colours and backgrounds! 

While many brands embrace the social issues of today for PR, Dove held these values before they were mainstream, giving us the impression they really believe in them.

Dove commits to the following:

• We always feature women, never models.
• We portray women as they are in real life. We do not digitally distort our images.
• We are helping young people build-self-esteem and positive body confidence.”

When looking at Dove’s product line, you’ll see they don’t manufacture makeup or cosmetics of any kind. Dove aims to help its customers love the skin they’re in and embrace their natural beauty, rather than covering it up to meet beauty standards. This way of thinking was seen in their famous, worldwide campaign for Real Beauty in 2004. As well as being a defining moment for the brand, this campaign led the way for the beauty industry as a whole, proving once again that Dove are market leaders, always thinking ahead of their time!

As a part of the 2004 Dove Campaign for Real Beauty, they featured images of real women in their advertising that represented a broader image of beauty. Together with generations of women, Dove has helped widen the definition of beauty! Their commitment to redefining beauty remains the same to this day as they continue to challenge stereotypes and celebrate what makes women unique.

That’s one of the reasons we love them as a brand – their inclusivity has helped build the confidence of women all over the world. Helping them buy products that resonate with their wants and needs.

What Dove products should you stock?

If all that hasn’t convinced you to stock Dove products in your store, perhaps their products will. Dove’s product categories include:

• Washing and Bathing: Beauty Bar, Liquid Soaps, Body Wash.
• Skin Care: Moisturizing, Dry Skin Care, Body Lotion, Face Wash.
• Deodorants: Antiperspirant Deodorant Spray, Roll-On Antiperspirant Deodorant.
• Hair Care: Shampoo, Conditioner, Hair Oil, Dry Hair Treatment, Hair Fall Treatment Anti-Dandruff Treatment, Damaged Hair Care, Shampoo for Dry/Damaged Hair.
• Dove Collections: Dove Go Fresh, Purely Pampering, Dove Elixir Oil, Dove Oxygen Moisture.

Here are a few of our favourites:

Dove Soap Original 100g

The GOAT of soap: Dove’s original beauty bar. Combining a gentle cleansing formula with their signature moisturising cream will leave skin soft, smooth and clean. If you want to stock a product that’s guaranteed to appeal to a wide audience, this has to be in your inventory.

Dove Roll On Deodorant For Women

Many people will argue that roll on beats spray hands down, so stocking a roll-on deodorant for women is a safe bet. Providing up to 48 sweat protection and a gentle scent, Dove’s roll-on will help your customers feel as fresh as a daisy for as long as they need. Containing Dove’s classic ¼ moisturising cream, it helps to reduce the irritation that regular underarm shaving can cause, making it a popular choice.

Dove Anti-Perspirant Deodorant For Men Cool Fresh

A great Dove product for men is this spray deodorant in cool fresh. It provides performance while also protecting sensitive skin, allowing your customers to smell fresh and stay dry all day! It also boasts 48-hour protection against sweat and odours.

Dove 2 in 1 Shampoo & Conditioner Daily Moisture

The Dove 2 in 1 shampoo and conditioner cleans and conditions your hair in one easy wash, making it perfect for anyone that values convenience. It penetrates to a cellular level, which protects hair from daily wear and tear, leaving it soft and clean, without the fuss.

Dove Nourishing Secrets Hand Cream – Avocado Oil and Calendula

As far as hand cream goes, this one is great. It transforms dry skin into a velvety, luminous and uniform appearance. It moisturises without leaving your hands greasy, and it smells great! While it’s not as popular as Dove’s classic products, we back this cream to sell well.

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