Dove brand was launched in 1957, and since the moment Dove advertising message has been a constant: It’s not soap. It’s a beauty bar. The picture of cream pouring into the bar was the iconic image Dove used in ads for nearly five decades.

In 2002, Unilever (owner of the Dove brand) reduced number of its brands from 1,600 to 400. Dove was nominated to be one of the master brands, so it had to come up with a message that could speak for all its products such as soap, body wash, deodorant, hair care and body lotion. Brand should become a beauty brand, not just a beauty bar.

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