Packaging Profile: Dove

Introduction

Scope

• Introduction

Dove’s stated mission is a commitment to real beauty and care

• Introduction

Key findings

• Introduction

Dove Market Position

Key Dove facts

• Dove Market Position

Timeline: 1950s America marks the beginnings of the Dove brand

• Dove Market Position

Dove: The world’s best-selling bath and shower brand

• Dove Market Position

Regional shift sees Dove sales in emerging markets rise in stature

• Dove Market Position

Dove’s Signature Packaging

Dove’s white HDPE bottle is the brand’s signature pack

• Dove’s Signature Packaging

Dark grey chosen for Dove Men+Care , tailored for the men’s shelf

• Dove’s Signature Packaging

Dove’s diverse product range requires a diverse packaging portfolio

• Dove’s Signature Packaging

HDPE bottle remains Dove’s core packaging and is key to success

• Dove’s Signature Packaging

Global Brand: Local Packaging

Dove employs mix of standard and custom packaging in body wash

• Global Brand: Local Packaging

Tailored sizing strategy in shampoo meets varying consumer needs

• Global Brand: Local Packaging

Developing regions exert different pack requirement of Dove

• Global Brand: Local Packaging

Pouches, an Asia Pacific pack solution, especially strong in Japan

• Global Brand: Local Packaging

Sachets, an economic value pack for India hair care

• Global Brand: Local Packaging

Importance of traditional retail outlets to future Indian sachet sales

• Global Brand: Local Packaging

Small grocery retailers dominate India hair care sales

• Global Brand: Local Packaging

Case study: Affordable Dove broadens appeal in US slowdown

• Global Brand: Local Packaging

Dove’s packaging for the budget buyer; bulk sizes and multipacks

• Global Brand: Local Packaging

Dove’s packaging for the mainstream buyer; focus on functionality

• Global Brand: Local Packaging

Dove to use a range of sizes to heighten value gains in recovery

• Global Brand: Local Packaging

C onsumption Driving Aerosol Uptake

2010 aerosol sales propels Dove to 3rd fastest-growing deodorant

• C onsumption Driving Aerosol Uptake

Consumption Driving Aerosol Uptake

Importance of skin-kind products feeds into Dove deo innovation

• Consumption Driving Aerosol Uptake

Case study: India, an opportunity for Dove’s aerosol deodorant

• Consumption Driving Aerosol Uptake

Aerosol preferred for India’s deodorant entry, a practical share pack

• Consumption Driving Aerosol Uptake

Aerosol’s widespread popularity presents buoyant pack prospects

• Consumption Driving Aerosol Uptake

Aerosol can as deodorant pack for all income bands and occasions

• Consumption Driving Aerosol Uptake

Case study: Brazil’s passion for fragrance and ability to spend

• Consumption Driving Aerosol Uptake

Brazil sweeps the board in global packaged deodorant sales

• Consumption Driving Aerosol Uptake

Consumer trade up from pump to aerosol can gives Dove a key win

• Consumption Driving Aerosol Uptake

Adding value is not merely a strategy for developed world markets

• Consumption Driving Aerosol Uptake

Colour and Shape in Pack Strategy

Dove shows continuity in body care bottle shape, variation in colour

• Colour and Shape in Pack Strategy

A broad familiarity of shape also in body wash, some exceptions

• Colour and Shape in Pack Strategy

Changing colour strategy apparent in Dove aerosol deodorant lines

• Colour and Shape in Pack Strategy

Recommendations

Do not lose brand equity through too much pack diversification

• Recommendations

Report Definitions

Definitions

• Report Definitions