When it comes to beauty soaps in the Philippines, Dove has always been considered as number one. Marketed under Unilever, Dove has become an international brand of soap which has long been known for its effects for beauty and care. In the Philippines, Dove is the only brand which is recognized for its beautifying effects across the country. So what is Dove? And where did the brand came from before it was owned by Unilever? And what made Dove popular in the market?
Dove And Unilever
Unilever has long been known as a multinational company recognized for its for its ownership of the world's consumer product brands from foods and beverages to cleaning agents and personal care products. Although Unilever is known to own many consumer products, there are only a few which are known to be categorized under the Billion-Euro brand, and this includes the Dove soap.
Dove is brand of soap which is known for its effects not unlike other brands of soap. Dove gained popularity not because of its use as a bathing soap, for which are usually known to dry the skin. Dove, however, is mostly considered as a beauty bar than a bar of soap. According to dove Philippines, Dove is formulated with the same pH level with that of water, with a pH that is usually between 6.5 and 7.5, making the bar less acidic than an ordinary bar of soap.
Although Dove is currently owned by Unilever, Dove was formerly owned by a Dutch soap factory called De Duif which means "The Dove" in The Netherlands. Eventually, according to dove Philippines, Unilever acquired the brand yet retained its former name, "Dove". Dove's position in the market was mainly because of a research done in 1979 by a Pennsylvania dermatologist which showed that Dove dried and irritated skin significantly less than ordinary soaps.
According to dove Philippines, since the time that Dove was found to be more subtle than an ordinary soap, Unilever have positioned the brand throughout its history without referring to it as "soap", but as a "beauty bar" with one-fourth cleansing cream. They stress its moisturizing of skin while washing in contrast to the drying effects of regular soaps.
Some of Dove's most notable advertisement that stressed this idea is by showing the cream being poured into the beauty bar. Another is changing he phrase "cleansing cream" to "moisturizer cream" in 1979. Since Unilever started its aggressive marketing, Dove has won more than 24% of the market by 2003.
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