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.

DOVE MINIMISING- Going international

How does a brand create an identity that is internationally recognised, relevant and adaptable to different cultures? Dove's Hair Minimising Deodorant is an example of a deodorant product which has transcended cultural barriers although adapting it's communication strategy minimally to cater for different markets. The best way to understand the relationship between the profile of the audience and the positioning of the brand and it's product benefits is to compare and contrast. Below are two contrasting television advertisements for the Dove Hair Minimising Deodorant. Note that the same footage and visuals from the first video were used in several campaigns (Australia, UK, Portugal) with locally produced voiceovers over the existing scenes.

 The anglosaxon markets need to feel more secure about their choice on a rational level. Therefore the key ingredient is highlighted as a selling point and the effectiveness of the product is presented in a less emotional and more functional manner. The key message is being "stubble free for longer". It is a benefit that is universal to all cultures and the adaptation of the voiceover simply serves to create more local familiarity with the person selling the concept.

 In the comparison of these two adverisements we can see the clear differences between the prioritised values of customers in different markets. The Italian and Brazillian versions of the ad rely on testimonials and talk about family, friends, peer support and acceptance. The close-knit family environment and value of trust and reputation are a basis for these advertisements to feature women customers can identify with and relate to. They put their name on their testimonial and in an informal tone recommend the product as they would to their best friend. There is no emphasis of ingredients or scientific demonstrations, the advertisement relies on emotional appeals.

Dove Sensitive Advertisement Analysis

French consumers are drawn to products that have natural ingredients and do not pollute the environment. American companies advertising deodorant in France, for instance, must convince the French consumer that their product contains no harmful chemicals. Having analyzed the product from a medical/health perspective, the French tend to look for the most natural product available on the market. In a recent French ad for a deodorant sold under the brand name Dove Sensitive(TM), the headline takes into account typical French attitudes towards a product of this nature: "It's not what's in it that makes it different. It's what's not in there" (author's translation). 

In the visual, one notices that the product is set against a white background, drawing the reader's attention to the headline which essentially serves as an attention-getter for audiences so accustomed to the opposite (product detailing in advertising). With the color scheme and positioning of elements on the page, the company communicates the idea that Dove presents a "simple" and "natural" alternative solution, free of skin irritants and other "hazardous ingredients." The connotations of "gentleness" and "naturalness" are reinforced by the product name (Dove SensitiveÔ) and the text appearing on either side of the bottle ("no alcohol, no perfume, no artificial coloring"). Additional reassurance comes in the form of a tagline at the bottom of the page: It's hypoallergenic, it works, and that's all there is to it.