Dove Beauty Bar

Tracey Mills & Louise Lipman

In 1994 we applied our 1993 learning to maximise brand growth market by market. National sales resulted in an increase of 18% over 1993.

Dove Beauty Bar - How Advertising Stimulated New Growth for an Established Brand

Tracy Mills andLouise Lipman

INTRODUCTION

Dove Beauty Bar is arguably the most successful new brand to enter the personal wash market in the last decade.

In the first three years, of national distribution, Dove grew rapidly towards a value market share of 7.4% at the close of 19921. There was no doubt of its success. It was a dominant brand. It had achieved this with a premium positioning for predominantly facial use in a market characterised by consumer pragmatism and value buying....

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