Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.
Even though the category has been declining over the last decade, African American and black consumers have historically over-indexed within the bar skin cleansing category. Once data pointed to a dip in penetration amongst AA consumers and within Dove's equity measures, we knew it compulsory to examine the consumer communications journey and drive reappraisal amongst this community.
Through robust, yet agile qualitative and quantitative research, Dove spoke to hundreds of women. Through an always growing education on cultural competency, our respondents taught us the importance of community-...