Dove Deodorant - Making the boring beautiful: how Dove Deodorant has turned armpits to underarms

Stephanie Tuesley – Ogilvy & Mather Advertising

EDITOR'S SUMMARY

Question: does real beauty extend to armpits? Dove thought so and this paper tells the story of how the brand created a whole new category of beauty-oriented deodorant. The judges were particularly impressed by the power of the customer insights in the campaign, and how well the creative captured them. Two years ago Dove won the devotion of a huge group of real women through overturning convention in the beauty category. This paper tells of their journey from armpits to underarms, and how they have become an icon in the unlikely category of deodorant. Their continued focus in ‘The campaign for real beauty’ on making underarms more beautiful enabled the brand to maintain its position as the leading skincare deodorant. This has meant Dove continues to outperform the category and expectations, achieving its share target earlier than anticipated. Furthermore, the short run revenue contribution from the TV campaign alone provided a payback of £2.06 per £1 invested. Thanks to Dove, deodorants are no longer about just staying dry, they're about underarms so beautiful you'll want to reveal them.

INTRODUCTION