Dove-

The Premium Bathing Bar
          
          
 
I have been a user of Dove soap off and on for the past 4 years at least, but have never stuck to it constantly. In my place, we usually purchase a different Bathing Soap each time, so we are not that brand loyal
 
Dove Soap is a brand from Unilever, and is a very old brand, which was launched in 1957, and has, over the years become an umbrella brand in its own right, having launched a variety of variants and product formulations, extending even to other categories. Quite a journey that, if you consider that this brand started out as just a beauty bathing bar!
 
This particular offering from Unilever is a perfect example of great marketing on all the four famous P’s of marketing… the product offers tangible benefits {which, considering its category, is a tremendous achievement}, is priced at an acceptable level, {a bit steep, the price, but nevertheless the marktet accepting it} has a clear communication strategy, and is backed by the well-known Unilever sales channels. The communication and the product benefits are the points that I shall touch on here, concentrating on me and my family’s experiences using this brand
 
The communication of Dove has almost always been along the same lines – ¼ th moisturizing cream, and a bar for the skin. Various formats have been tried  by the company, including customer testimonials, all of which are pushing the same message.
 
The actual product is in line with its communication, with the communicated benefits being delivered along with an additional benefit {that is not stressed too much}, which enhances the product experience for the customer
 
1)      The Dove bar is gentle on the skin, composed as it is of ¼ moisturizing cream, which leaves your skin very supple over regular usage. Most people consider the skin as just a covering – but it is far more. The skin has 3 layers, with each layer having its own functions. The point is that on the epidermis {first layer} is a fine layer of  moisture {lipids to be exact mixed with sweat}. Now, soaps clean because soap molecules attach themselves to oil-molecules and emulsify with water to bring about the cleaning action. Oils are composed of fatty acids, as are lipids {not exact, but enough for this review}. From this, it can be easily seen and understood that any soap with a lesser percentage of soap molecules will be skin-friendly, and it will not remove much moisture!
2)      The other benefit – which I have experienced, as has my family, has been the fragrance. Dove is one of the few bars that I have used that leaves a subtle, gentle fragrance with you. This fragrance stays with you for a few hours, and gives a nice feeling
3)      The soap also leaves your facial skin looking radiant and clean – a by-product of the moisturizing action
4)      The soap lathers very easily, and produces a thick, rich and creamy lather
5)      The only down-side that I have noted: the soap is extremely difficult to wash off, and leaves a greasy feeling initially!
 
As can be seen above, the product in question offers very clear and tangible benefits, which makes it one of the few products in its category to do so. Among the countless offerings in the market {Pears, International Camay, Lux, Hamam, Lifebuoy, Jai, Nivea, DoyCare, Rexona, Liril, Vatika, Breeze, Park Avenue all of which I have used!} this is one of the very few to differentiate itself along parameters besides just price, fragrance and / or beauty etc!
 
The Product promises a clear benefit, and delivers fully on it. In addition, a few additional benefits are obtained, which make the usage experience very positive indeed! The problem is in the pricing, as it is priced at a hefty Rs. 35/- {Rs. 90 for a pack of 3}, in a market that is still very price sensitive. But for those customers that are looking for quality and gentleness in a soap bar, this is it.
 
I have used other cream bars as well {name with-held: this is not a comparison} in both the same price-segment as well as the more economical ones, but not a single one comes close to this one in terms of the overall experience and take-away
 
In summation, for the consumer looking for a gentle soap, and willing to pay for it, this is the best in the market. For the marketer, this is one of those FMCG brands that has made headway in a cluttered market, and carved a niche for itself. It can easily be a full case-study of excellent marketing – just consider, a brand that was launched as a stand-alone soap bar has become a product in itself, an umbrella brand spanning various categories – Soaps, Body Washes, Hair Care, Shampoos. Body Lotions…
 
A true power-brand, this one!!!!

Purchase Price (INR):	35
Your Skin Type:	Normal skin
Skin Tone:	Medium/Dark
Skin Compatibility:	Improved my skin
Duration of Use:	Used for 3-4 years