DOVE DEODORANT

Dove has traditionally differentiated itself as the deodorant with 1 quarter moisturising cream. In contrast to other deodorants, whose key selling point is the ability to keep sweat at bay, Dove has presented the problem of damage caused by shaving and a solution in the form of their deodorant product. The logo itself communicates the brand's attiributes, using feminine italic font and a golden Dove that symbolises class, tranquillity and fragility.

Dove deodorant campaigns deal with two main consumer needs and presents benefits to address them:

-          Esteem:  Most of us aspire to be the optimal version of ourselves. Confident, accepted and respected. This includes our aesthetic appearance and Dove provides a product that nurtures and beautifies a traditionally neglected part of the body whist boosting our confidence. The confidence which subsequently supports spontaneity and the need for self-actualization.

-          Love and Belonging: The threat of a sweaty armpit creates an uncomfortable feeling and is considered socially unacceptable in a modern society. Dove’s promise it to keep you “protected” from perspiration and it’s negative social consequences. This in turn makes us more attractive and open to intimacy in all forms.

Although the Dove campaigns are associated with celebrating beauty in all forms, shapes and sizes, creating a balance between the functional and the emotional connections of it’s  customers to their products is a challenge in the deodorant sector. Dove’s product range uses not only the emotional appeal of being happy with yourself and your appearance but incorporates aspects of statistics, ingredient details and functional benefits in its key messages.

The below advertisement shows the “Effective Protection, Beautiful Result.”  Campaign for the original Dove deodorant.

The visual shows smiling, happy and confident women who are eager to show off their smooth armpits. The message of the advertisement is extremely clear, as it presents a problem (damage caused by shaving) and a solution (deodorant which aids repair) in simplified language and supported by a graphic demonstration of a razor ripping a soft fibre. The antiperspirant quality of the deodorant takes a back seat to the beauty benefit but the logan suggests that effectiveness is almost implied and expected.

 The customer engages with the brand on a functional level but also emotional as the nourishing aspect is being used to differentiate Dove from antiperspirant competitors and the association customers have when it comes to Dove is it’s moisturizing qualities and celebration and respect of women.