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In the late 1960s, Dove began advertising with “real women” testifying in front of a supposedly hidden camera about the moisturizing effects of Dove soap.
By the late 1980s, these testimonials had evolved to feature a single “modest, denim-clad” woman sharing a compliment she’d received about her skin when she used Dove. This was the company’s first shift to promoting inner beauty.
In 1991, the landmark tests began, praising the low alkalinity of Dove soap. “Dove, the gentlest. Hands down.” This advertising campaign went viral.
Dove began selling new products, such as deodorants, body lotions, makeup removers, and shampoos. Hand and facial care products followed a few years later.
The official website for Dove’s campaign for real beauty was launched in 2004. The following year, the Dove Self-Esteem Project was created in Canada to combat eating disorders. They began posting videos such as “Evolution,” which exposed the unrealistic portrayal of beauty in the media, and “Onslaught,” which showcased the relentless pressure the media used to destroy the body image and self-esteem of innocent little girls. This is when Dove entered our hearts.
Today, Dove is the world’s leading personal care brand. Sales exceed $2.5 billion annually in over 80 countries, where countless girls and women have begun to feel more confident in their appearance and have purchased products from the company that nurtures their personal beauty. (1)
