Abstract
The brand Dove is part of the English-Dutch group Unilever. It accounts for 3% of Unilever's turnover. In 1957, Dove created soaps that contained 1/4th moisturizing cream, especially for sensitive skins (50% of women). Since then, Dove has always known how to appear different from its competitors, keeping a strong link with health experts, and becoming one of the major body care brand all over the world. Dove started with soaps and then its range of products became ever wider with several liquid soaps, moisturizing creams for all kinds of skins, deodorants and eventually shampoos and hair conditioners. Today, Dove goes beyond its mere image of peace and sweetness and aims at helping every single woman to be aware of their "real beauties", and so to go beyond stereotypes. Thus, in 2005, Dove launched the "Campaign for Real Beauty" in the USA, in Canada and in Europe, showing that there is more than one strict definition of beauty. This campaign has already been rewarded all over Europe.
