Dove Communication Strategy

Dove is a personal care, beauty, and consumer products manufacturing British company. The company started its business operations in 1957. Today, we’ll discuss Dove communication strategy or Dove marketing communication strategy; and the elements involved in the integrated marketing communication strategy of Dove; advertising, direct marketing, digital marketing, personal selling, public relations, and sales promotions; as brand communication strategy examples.

Products and services of Dove

  • Facial care
  • Hair care
  • Moisturizer
  • Lotions
  • Skincare
  • Beauty bars
  • Body washes
  • Deodorants
  • Antiperspirants

Owner of Dove

  • Unilever

Statistical facts and figures of Dove

  • Annual revenue – 762.1 million USD
  • Employees – 15000
  • Founded – 1957
  • Market value – 4.2 billion USD
  • Network – 150 countries

Competitors of Dove

  • Sephora
  • Pears
  • Head & Shoulders
  • Dove
  • Lux
  • Neutrogena
  • Vaseline
  • Clinique
  • Olay
  • Sunsilk
  • Lakme Cosmetics
  • Pantene
  • Fiama Di Wills
  • Garnier

Dove communication strategy would analyze elements like direct marketing, advertising, digital marketing, sales promotion, PR public relations, and personal selling as brand communication strategy examples. Here’s the integration communication strategy of Dove as follows;

Dove Communication Strategy

Let’s discuss the main elements of Dove communication strategy or integration marketing communication strategy of Dove as brand communication strategy examples; they’re as follows;

Advertising Strategy of Dove

I-Real Life People Ads

Instead of employing the world’s leading strategies in its marketing and advertisement campaigns; Dove employs real-life ordinary people and loyal customers in its advertisement commercials. It has allowed the company to approach its target customer market by building a connection with its target audience.

II-Healthy Product Image

The key benefit of Dove products is that they have the top quality to clean the skin and they’re also healthier products for customers. The personal care brand Dove highlights this factor in its advertisement campaign that its products are healthy and natural. It has allowed the company to encourage its customers to use the products without any fear of side effects.

III-Popular Advertisement Campaigns

In order to amplify its sales and connect with customers, Dove has launched various types of marketing and advertisement campaigns to remain active in the minds of customers. Some of the main popular campaigns for customers are as follows;

  • “Choose Beautiful” Campaign – encouraging women to accept their natural beauty of who they are
  • “Real Beauty” Campaign – educating women about the definition of beauty
  • “Ad Makeover” Campaign – highlighting negative elements of ads like diet, gym, bikini, hate my body, holiday, plastic surgery
  • “Show Us” Campaign – changing stereotypes of beauty and guiding women on what the real beauty is

Direct Marketing Strategy of Dove

I-Innovative Products

Dove has a very large product portfolio comprising a wide range of unique and innovative products. For instance, Dove Derma Care offers a unique solution for women with curly hair. The unique and innovative product offering helps the company differentiate itself from the competitors in its marketing campaigns.

II-Social Cause Stand

Along with highlighting the benefits and advantages of products, the marketing strategy of Dove is to take a stand on social causes and emotionally connect with the customers. It could be inclusive, promoting positive body image, an emphasis on natural beauty, and accepting yourself as who you are naturally. As a result, the personal care brand has built a strong brand image and emotionally connected with customers.

III-Women Empowerment

The other key element of Dove’s market communication strategy is focusing on women’s empowerment and promoting natural beauty among women regardless of age, country, color, and other differences. The personal care brand is redefining the definition of beauty by breaking the beauty stereotypes and making beauty more inclusive.

In fact, the company is on a mission of building self-esteem among women who are beautiful without having a perfect body. The strategic approach has allowed the company to earn the trust, confidence, and credibility among target customers.

Digital Marketing Strategy of Dove

Dove employs the power of social media and digital media platforms to amplify its market reach, spread brand awareness, and engage with the target customer market. The hashtag and positive body image campaign on social media channels go viral; and give the company significant brand exposure and increase the sales significantly.

However, some of the main popular hashtag campaigns on social media platforms are as follows;

  • #ShowUs
  • #ChooseBeautiful
  • #RealBeauty
  • #AdMakeover

Sales Promotion Strategy of Dove


The personal care brand has broadened the definition of beauty and made it inclusive for everyone. The inclusive promotional campaign focuses on the idea that everyone is beautiful regardless of age, gender, color, size, ethnicity, and other background differences. It has allowed the company to develop personal connections with ordinary customers and amplify its sales.

II-Rewards & Loyalty Programs

Dove introduces loyalty programs by offering gifts and rewards to loyal customers. It helps the company to attract the attention of new customers and retain the existing ones. In fact, the company motivates them to engage with the company’s message and strengthen its brand value.

Public Relations Strategy of Dove

I-Diversity & Inclusivity

The public relations strategy of Dove is very clear and it focuses on promoting diversity and inclusiveness. The company has been carrying and promoting this message for decades by running various marketing and advertisement campaigns. For instance, the company doesn’t hire models for its commercials and advertisements; instead, the company employs ordinary working women without any makeup and retouching.

II-Investing in Community

Dove is taking a strong stand against social injustices like bullying, promoting positive body image, self-esteem, and beauty inclusiveness. The company plans to reach 250 million people with a self-esteem message by 2030; it emphasizes that everyone is beautiful regardless of their differences.

Personal Selling Strategy of Dove

Dove has established a worldwide distribution with the strong backing of its parent company Unilever. It makes sure that the company’s personal care products are available to the reach of every customer at every grocery store in various regions and countries across the globe.

Conclusion: Dove Marketing Communication Strategy | Dove Integrated Marketing Communication Strategy | Brand Communication Strategy Examples 

After an in-depth study of the Dove communication strategy; we have realized that Dove marketing communication strategy is highly significant for its worldwide success. If you are learning about the Dove integrated marketing communication strategy as a brand communication strategy example; then you should keep in mind the abovementioned elements; personal selling, digital marketing, direct advertisement, sales promotion, PR, and direct marketing.

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