Dove: Skin Stories

Dove, a personal care brand, promoted its body wash and celebrated the unique stories that each woman's skin tells with its Skin Stories campaign.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

Dove is the #1 body wash in the world and leading in 15 countries. However, we face vulnerability in our moisturization 'must win' attribute due in part to competitors' increased support and a perception from non-users that we don't moisturize enough. Additionally, Dove is challenged to incorporate the brand purpose into communications for our first purpose and product integrated campaign.

Therefore, the marketing challenge for 2020 is "Get Dove Body Wash non-users to switch to Dove by convincing her that Dove delivers proven lasting superior care,"...

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