Dove becomes Unilever’s biggest brand
Fast Moving Consumer Goods (FMCG) giant, Unilever has said that, its personal care product, Dove has become its biggest brand.
The brand which is Unilever’s oldest sustainable living brand, and is focused on driving body confidence, has reached 29 million people with its self-esteem project. Dove has also consistently made the annual Kantar Worldpanel ranking for the most purchased brands in the world.
Dove which offers a range of products: body washes, hand and body lotions, facial cleansers, deodorants, shampoos, conditioners and hair styling products, is rated number 11 on the 2018 Kantar Worldpanel ranking, having achieved 36.8 market penetration in the last 12 months alone. In 2016, the product is said to have generated 5.45billion euros in global sales.
In an effort to deepen its positioning as a Self-confidence brand, Dove launched the Self-Esteem project, and has partnered with The World Association of Girl Guides and Girl Scouts since 2013 to develop and deliver quality self-esteem education.
“There is compelling evidence that those who have been touched by the Self Esteem programme have a higher purchase intention,” the company said.
Despite its success, Dove has sometimes attracted heavy criticism from the public and consumers right groups for some of its marketing activities. The brand was heavily criticized last year for an advert which showed a black woman removing her top to reveal a white woman underneath supposedly after using Dove body lotion.
The brand was accused of racism over the online advertising campaign and it later admitted it had “missed the mark” with an image posted on Facebook and immediately terminated the campaign.
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