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(Darbą įkėlė Ievva)

Aprašymas:

Referatas apie Dove prekės ženklą, jo istoriją. Gavau 10.

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Introduction
The media shows us millions pictures of "beautiful" people and gives us a lot of “lessons” on how to make ourselves more attractive: how to have better hair, better teeth, better makeup or a better body.
Take any fashion magazine and you will see that almost every fashion advertisement company there uses a thin model who looks happy because she has bright skin, new lipstick, beautiful clothes or because she lost her weight because of some new magic pills. Have you seen an overweight male or female appear in the advertisement? This is more proof that we are being manipulated into thinking and being told what is attractive and what isn't, because if we don't see the average overweight person in a commercial or billboard advertisement, and only see thin models, it’s just going to be taught to us that fat is bad and thin is good.
Dove, major soap cooperation, made a decision not to support the "perfect image" by using natural beauty in their advertisements.

This company wanted to show “real beauty” of “real people” in their ads. That’s why their products are advertised not by young skinny models who you can see only in magazines or on TV but by women who you can see in your city every day. That’s how Dove wants to make real change in the way women and young girls perceived and embraced beauty. To most people and especially women Dove brand associates with middle-aged women who like many people of the world have wrinkles or are over-weight but still they are happy about their lives and take great care of themselves.

Evolution of Dove
In 1955, Lever Brothers introduced Dove, which contained a patented, mild cleansing ingredient, into the soap category. It was positioned as a "bar of soap" with one-fourth cleansing cream that moisturizes skin while washing as opposed to the drying effect of regular soap. Advertisements reinforced the message by showing the cream being poured into the soap.
In 1979, dermatologists showed that Dove dried and irritated skin significantly less than ordinary soaps, based on which Dove started aggressive marketing and won more than 24% of the market by 2003 (http://en.wikipedia.org).
Some key facts:

• the world's number 1 cleansing brand
• sales of over € 2.5 billion a year in over 80 countries
• outsells all other skin care bars combined in the US
• over 1 billion showers taken with Dove products in the US each year (http://www.unilever.com)


Later Dove expanded into other “personal care” categories – including body wash, hair care, facial cleansing and moisturizing. Finally soap represented only less than half of its sales. Although Dove portfolio had totally changed into that of beauty brand, consumers still perceived Dove as a bar of soap.
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