PACKAGING PROFILE: DOVE

September 2011
INTRODUCTION
DOVE MARKET POSITION
DOVE SIGNATURE PACKAGING
GLOBAL BRAND: LOCAL PACKAGING
CONSUMPTION DRIVING AEROSOL UPTAKE
COLOUR AND SHAPE IN PACK STRATEGY
RECOMMENDATIONS
INTRODUCTION

Scope

 This report covers the following categories: Disclaimer

Much of the information in this
briefing is of a statistical nature and,
Baby Care while every attempt has been made
to ensure accuracy and reliability,
Euromonitor International cannot be
Bath and Shower held responsible for omissions or
errors.
Figures in tables and analyses are
calculated from unrounded data and
Deodorants may not sum. Analyses found in the
briefings may not totally reflect the
companies’ opinions, reader
discretion is advised.
Hair care
In the first of a series of
Beauty and Personal Men’s Grooming
reports looking at the packaging
strategies of leading fmcg
Care Packaging brands, Euromonitor
International considers Dove,
Oral Care the world’s biggest name in bath
and shower. Dove’s pack
requirements are diverse but it
uses simple clean lines to reflect
Skin Care its moisturising and skin-kind
benefits so integral to the
brand’s image. Dove’s
Sun Care packaging strategy has to
balance the demands of
consumer with cultivating an
instantly recognisable image as
Sets/Kits
it expands around the world.

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 3

INTRODUCTION

Dove’s stated mission is a commitment to real beauty and care

 Dove focuses on its core USP of moisturising – all

products have added moisturiser content with functional
moisturising properties, key to the brand’s core
principles.
 Dove’s packaging reflects the brand’s product image,
employing a packaging strategy of simple clean design.
 However, widely expanding product and formulation
extensions are a potential barrier to a consistently
recognisable packaging strategy

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 4

INTRODUCTION
Key findings
Unilever’s top-selling
beauty brand bolstered
by line extensions and
new product launches
HDPE enjoys widest
cross-category use
Understands the
provision of customised
pack type and size
solutions applicable to
local needs
Coherence of Dove’s
packaging family to be
retained in brand’s
expansion
© Euromonitor International
Dove represents one of the 12 core brands at Unilever that generates sales of
over than US$1 billion. Entrance into men’s grooming with Dove Men+Care in
2010 responds to the company’s strategy of “winning in the marketplace” by
extending its deodorant and bath and shower lines to the male demographic,
whilst Dove VisibleCare and Visible Effects indicates Dove’s continuing
dedication to product content innovation.
In Dove’s leading applications of body wash/shower gel, hair care and body care,
HDPE is the standard polymer specified for all rigid plastic bottles, stemming from
Dove’s iconic white bottle with blue contrast colour cap; such widespread
specification of HDPE can enable the brand to garner economies of scale in
sourcing packaging materials.
Across Dove countries, there is a commonality in packaging type and size in
evidence with 200ml HDPE bottles a very popular sight for Dove body wash. The
brand, however, illustrates an understanding of how local buying patterns can
vary, adjusting packaging accordingly, critical to any brand’s success. It retails 8ml
hair care sachets for its rural customer base in India, whilst 400ml body wash
bottles are retailed in Spain where there is a culture of buying bigger sizes.
As Dove diversifies its country and category reach, entering into new categories
like lip care and adding new product lines like Dove VisibleCare and Dove
Men+Care, it is essential that the brand’s packaging design clearly communicates
the essence of the Dove brand to avoid any loss of brand recognition.
PACKAGING PROFILE: DOVE PASSPORT 5
INTRODUCTION
DOVE MARKET POSITION
DOVE SIGNATURE PACKAGING
GLOBAL BRAND: LOCAL PACKAGING
CONSUMPTION DRIVING AEROSOL UPTAKE
COLOUR AND SHAPE IN PACK STRATEGY
RECOMMENDATIONS
DOVE MARKET POSITION

Key Dove facts

Dove  Dove represents one of Unilever’s 12 core brands,

each of which provide the company with sales of
All world regions more than US$1 billion. Unilever’s top 12 brands
Presence:
80 countries worldwide are Axe/Lynx, Becel/Flora, Blue Band, Dove,
Heartbrand ice creams, Hellmann’s, Knorr, Lipton,
Baby Care, Bath and Shower, Lux, Omo, Rexona and Sunsilk.
Deodorants, Hair Care, Men’s
Category Coverage:  Dove is Unilever’s top-selling beauty brand with
Grooming, Oral Care, Skin
retail sales of nearly US$6 billion in 2010.
Care, Sun Care, Sets/Kits
 Dove sales in beauty and personal care (BPC) are
New 2010 Additions: Men’s Grooming
led by bath and shower with the brand’s first
Global Dove Brand product, the beauty bar soap, continuing to exert
US$5.8 billion
Sales 2010: global importance as the brand’s top-seller.
Global Dove Share Accounting for 25% of Dove sales in 2010, its retail
of Beauty and 1.5% value sales were up 5% from 2009.
Personal Care 2010:  Dove was the seventh most valuable brand in
Dove Growth in beauty and personal care in 2010, accounting for
7.6% nearly 2% of global retail sales,
2010:
Top 5 Countries for USA, Brazil, Germany, Japan with Avon, L’Oréal Paris,
Dove Sales: Italy Gillette, Nivea, Shiseido and
Colgate the major global
Highest Growth brands ahead of Dove.
Brazil
Country 2010:

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 7

DOVE MARKET POSITION

Timeline:1950s America marks the beginnings of the Dove brand

• 1950s Dove cleansing bar in the US

• 1957 Basic Dove bar developed into the “original Beauty bar”

• 1990s Dove launches in the UK

• 2001 Dove launches its first deodorant

• 2007 Dove pro·age range launched with lines in skin care, deodorants and hair care

• 2010 Dove Men+Care marks Dove’s entry into the men’s grooming category
Dove Hair Care relaunched: Dove Damage Therapy range launched to combat daily damage

• 2011 Dove Ultimate Go Sleeveless, “tri-moisturising system” deodorant

Dove Caring Beauty and Dove Supreme Shimmer lip balm

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 8

DOVE MARKET POSITION

Dove: The world’s best-selling bath and shower brand

 Dove’s position in the world rankings of Dove: Retail Sales and Ranking in Key Beauty Categories
global beauty brands is improving,
outperforming L’Oréal Groupe’s Garnier 2010
brand in 2010, to gain the accolade of Name 2008 2009 2010 Retail Sales
seventh most sold global beauty brand. (US$ mn)
 Bath and shower lines through bar soap Beauty and Personal Care 8 8 7 5,767.6
and body wash/shower gel account for Bath and Shower 1 1 1 2,500.6
more than 40% of Dove’s retail sales and
Hair Care 9 9 9 1,377.8
represents the BPC category in which
Dove is the global best-seller. Deodorants 4 4 4 1,041.8
 Dove continues to enjoy healthy growth, Skin Care 18 20 20 791.2
supported by brand extensions,
Men’s Grooming 323 74 30 66.8
relaunches and widened distribution
enabling retail sales to rise 8% in 2010. Baby Care 36 32 32 28.8
 In hair care, Latin America and Asia Pacific head up global sales of Dove branded products, with Brazilian
demand taking the lead, accounting for 18% of Dove’s global hair care sales in 2010. Dove Damage
Therapy conditioner extends Dove’s presence in Brazil at the higher end of mass in hair care.
 Skin care remains highly competitive and proving to be a more difficult category for Dove to penetrate, but
one that posted a 7% CAGR over 2005-2010 and is predicted continued value growth at a rate of 3%
CAGR over 2010-2015. Dove sales in skin care grew at a respectable 4% CAGR over 2005-2010, but this
was off the pace as global skin care leader, Nivea (Beiersdorf), poses a real threat with a 9% CAGR
alongside rising national stars like Natura (Natura Cosméticos) in Brazil, the country which delivered the
highest value sales growth for Dove skin care in 2010.

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 9

DOVE MARKET POSITION

Regional shift sees Dove sales in emerging markets rise in stature

 Dove is a truly global brand with

2010 retail value sales quite evenly
divided between developed and
developing regions with 56% of global
sales derived from the established
world regions of Western Europe, Dove’s shift to
North America and Australasia. emerging regions
continues
 The geographic balance of power is,
however, shifting in favour of
emerging regions, with Dove retail
Dove retail sales in
sales in Asia Pacific, Eastern Europe,
Western Europe
Latin America and Middle East and
and North America
Africa up from 37% of global sales in
grow at steady 5%
2005 to 44% in 2010.
and 3% CAGRs
 The brand’s strong position in key over 2005-2010
growth countries like India and Brazil but pale in
puts Dove in good stead to further its comparison to the
already influential emerging market rapidly expanding
presence. Asia Pacific offers ample emerging markets
opportunity, with China, a largely
untapped market for Dove but one
that offers lucrative gains if
developed.

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 10

INTRODUCTION
DOVE MARKET POSITION
DOVE SIGNATURE PACKAGING
GLOBAL BRAND: LOCAL PACKAGING
CONSUMPTION DRIVING AEROSOL UPTAKE
COLOUR AND SHAPE IN PACK STRATEGY
RECOMMENDATIONS
DOVE’S SIGNATURE PACKAGING

Dove’s white HDPE bottle is the brand’s signature pack

 Dove’s presence in its lead category of bath and shower continues to expand with new variants, offering
functional added-value benefits at the forefront of innovation with many new product entrants following a
theme evoked throughout the global beauty industry .
 In pack specification, Dove’s signature white bottle remains prominent in the design of one of its latest
launches, that of Dove VisibleCare, in bath and shower, complementing also the lighter packaging colours
that are a common sight on the bath and shower shelf.

Dove VisibleCare
A 2011 brand extension of Dove’s bath and
shower range, Dove VisibleCare responds to the
product efficacy trend meeting consumers’ need
to nourish, repair and protect skin.
An added-value launch that fits in with strategy
to strengthen brand equity through functional
benefits.
The range, which includes a body wash and
body lotion, promotes its ability to offer visible
skin improvements.
Retailed in a 200ml HDPE bottle.

Lighter colours are prominent in the Female personal

care aisle

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 12

DOVE’S SIGNATURE PACKAGING

Dark grey chosen for Dove Men+Care, tailored for the men’s shelf

 Men’s grooming forms a new outlet for Dove with its Dove Men+Care range; its launch has already served
to drive Dove’s revenues and growth in bath and shower, addressing specific men’s “care” needs.
 For shelf presence, the brand has opted for both a very different shape and colour of packaging with no
sign of the classic white bottle and blue signage that is more synonymous of Dove. HDPE remains the
polymer specified for the bottle leveraging on the brand’s widespread use of this polymer across its beauty
lines. To promote acceptance, the Men+Care is specified in a dark grey tottle (upside-down bottle), fitting in
with the array of masculine and commonly dark colours seen in the men’s grooming aisle

Dove Men+Care
Men+Care product line, first launched
in the US, consists of three-in-one body
and face washes, two deodorants and
a scrubber. Wider global roll-out in
2010, enables presence in more than
30 countries.
Launch leverages Dove’s strong brand
equity and household familiarity
amongst its female consumers.
Leverages the brand’s use of HDPE in
specification but uses a tottle.
Uses dark grey in its packaging to
evoke the masculinity of the product’s
consumer target. Men’s grooming products are typified by the use of dark
colours

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 13

DOVE’S SIGNATURE PACKAGING

Dove’s diverse product range requires a diverse packaging portfolio

Dove Category Dove Pack Family

• Folding cartons, HDPE bottles,

Bath and Shower flexible packaging

• HDPE bottles, metal aerosol

Hair Care cans, squeezable plastic tubes,
plastic jars, flexible packaging

• Metal aerosol cans, plastic

Deodorants bottles, glass bottles, squeezable
plastic tubes, other rigid plastic

• Plastic bottles and jars, 2011

squeezable plastic tubes, flexible Dove’s latest venture is into lip
Skin Care packaging, glass jars, metal tins, balm in a speciality rigid plastic
other plastic container
• Metal aerosol cans, folding
Men’s Grooming cartons, plastic bottles and other
rigid plastic

Baby Care • Folding cartons, plastic bottles

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 14

DOVE’S SIGNATURE PACKAGING

HDPE bottle remains Dove’s core packaging and is key to success

 The HDPE bottle forms the brand’s overriding key pack type with specification primarily led by bath and
shower but furthered by important and growing use in hair care, skin care and more recently, men’s
grooming.
 In Dove’s leading category of bath and shower, body wash/shower gel shows especially buoyant
development. This drives growing demand for HDPE, the polymer specified for Dove bottles, all of which
are fitted with plastic dispensing closures.
 The use of HDPE is actually quite typical of the global body wash/shower gel category, where HDPE
bottles account for 65% of the 2.9 billion packs sold in 2010.
 For Dove, the greatest 2010 advances in
bottle sales for body wash were seen in
North America, indicative of the region’s
rising preference for liquid body wash over
bar soap with men’s grooming providing
further gains as penetration of body wash
amongst women is high.
 With specification of HDPE common across
several of Dove’s categories, the need for
strong brand recognition in the pack’s
design becomes even more crucial. Going
forward, the use of colour and shape will
continue to be used to enable the brand to
forge a coherent packaging family.

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 15

INTRODUCTION
DOVE MARKET POSITION
DOVE SIGNATURE PACKAGING
GLOBAL BRAND: LOCAL PACKAGING
CONSUMPTION DRIVING AEROSOL UPTAKE
COLOUR AND SHAPE IN PACK STRATEGY
RECOMMENDATIONS
GLOBAL BRAND: LOCAL PACKAGING

Dove employs mix of standard and custom packaging in body wash

Dove: Bath and Shower Packaging Family 2010

Bath and Shower Main Pack Formats Core Pack Sizes
Bar soap Folding cartons 75g, 90g,100g
200ml, 250ml, 400ml, 500ml,
Body wash/shower gel HDPE bottles
550ml, 650ml, 700ml,750ml
Bath foam/gel HDPE bottles 250ml, 500ml, 750ml
Liquid soap HDPE bottles 200ml, 250ml, 500ml, 750ml

 Dove’s standard sizing of 200ml/250ml in body wash widely apparent…

 Dove bath and shower is largely specified in common pack sizes across
geographies with 90g and 100g most typical for bar soap. Meanwhile, in body Average Pack Size
wash/shower gel, 200/250ml sizes dominate. in Body Wash/
 …but applies local policy too, from family sizes in Spain to refills in Asia Shower Gel in Core
European Markets
 Importantly, however, the brand does not exert a one size fits all strategy with
2010
local sizing variances evident.
 In Spain, Dove is not retailed in the 200/250ml size but in line with the Spanish Italy: 259ml
preferences for purchasing in larger volumes where 750ml is the most sold size UK: 261ml
for shower gel, Dove retails in 400ml and 750ml sizes. Germany: 264ml
 Meanwhile, in Japan, in addition to the familiar HDPE bottle, Dove retails both Netherlands: 264ml
its body wash and liquid soap in refills, using pouches, procuring ecological and France: 283ml
economic benefits. Dove’s use of pouches addresses Japan’s already wide Spain: 654ml
acceptance of pouches in the country that leads global pouch sales in beauty.

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GLOBAL BRAND: LOCAL PACKAGING

Tailored sizing strategy in shampoo meets varying consumer needs

 In Dove’s sale of hair care, shampoo and

conditioner form the mainstay of demand,
amounting to 91% of the brand’s global hair care
sales in 2010. As in bath and shower, the need to
customise pack type and size to address varying
country requirements is apparent in Dove’s
packaging strategy for hair care.
 Leading country consumers for Dove shampoo,
that of Brazil and the US, which accounted for 25%
of the brand’s global sales in 2010, have differing
sizing preferences. In Brazil, the standard sizes of
200/250ml are widespread, whilst in the US, the
larger 12oz (340ml) is more typical and reflective of
the position of the larger 12oz as the most sold
size in the US.
 In sharp contrast, India, globally Dove’s second-
fastest growing market of 2010 in hair care,
exhibits a very different pack mix. Only entering
India hair care in 2007, Dove has posted stellar
progress through the provision of a range of pack
sizes. The brand’s Rs3 8ml sachet, a value pack
size, is aimed at low-income households in semi Most Common Dove Pack Sizes
urban/rural areas, an important part of the
in Shampoo 2010
population. This use of sachets demonstrates
Dove’s success at understanding local preferences
with a suitable customised sizing strategy. 200ml 250ml 400ml

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GLOBAL BRAND: LOCAL PACKAGING

Developing regions exert different pack requirement of Dove

 As developing regions represent a larger part of Dove’s global retail sales, the need to provide packaging
that answers specific local requirements will become ever more pertinent to achieving success. The typical
pack format synonymous with Dove shampoo in the global marketplace remains the 200/250ml HDPE
bottle. Whilst this may be suitable in some of its leading hair care markets of Brazil, Japan and Germany,
packaging breakdowns for beauty and personal care by region show that consumers can have differing
local pack requirements.
 As Dove continues to expand its presence in developing regions, a key objective in line with Unilever’s
global Compass strategy, it is critical that this regional growth is developed with the right range of
packaging type and sizes to make most impact.

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 19

GLOBAL BRAND: LOCAL PACKAGING

Pouches, an Asia Pacific pack solution, especially strong in Japan

 Pack type specification reflects specific local preferences. In body

wash, rigid plastic packaging is the outright pack leader, accounting
for 95% of global packaging unit volume sales. Typically fitted with a
plastic dispensing closure, this pack combination became the
worldwide default format for body wash/shower gel. However, in
many Asia Pacific markets this pack type is supplemented by the
pouch.
 Dove has responded with its own pouch offering, for example, with a
400ml pouch in Japan and Indonesia, and a 650ml refill pouch in
Taiwan.
 In developing Asia Pacific, personal care products retailed in flexible
packaging widely attract a lower unit price, important for price- Japan
sensitive consumers. Dove body wash pouch (400ml)
 Providing the standard rigid plastic bottle alongside the pouch
enables Dove to access lower-income consumers alongside those able to trade up to a rigid plastic
dispensing format.
 In Japan the pouch has a different dynamic. As the world leader when it comes to demand for stand-up
pouches in beauty and personal care, refill pouches have been well positioned in the country for a number
of years as an environmentally-friendly pack solution with many brands across both personal and home
care offering such pouches.
 In Japan, pouches need to retain the premium brand positioning of the rigid plastic alternatives. As such, a
higher quality of pouch can be expected with the use of more elaborate print surface and the use of
closures for resealability.

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 20

GLOBAL BRAND: LOCAL PACKAGING

Sachets, an economic value pack for India hair care

 HDPE bottles, synonymous with the Dove brand across North America and Western Europe, are also
specified in India but hold a much smaller role with sachets of less than 10ml in size by far the preferred
medium for shampoo. In India, the plastic sachet accounted for 97% of 2010 shampoo unit sales.
 Dove only entered the India hair care category in 2007, but has already made strong headway in shampoo
and conditioners with strong support from Hindustan Unilever, leading beauty brand owner, to command
nearly 7% of retail Indian shampoo sales in 2010.
 Dove’s use of the sachet in India is very particular to the Asia Pacific region, with sachet sales most
prevalent in India and Indonesia and reflective of the consumer base, the sachet represents an affordable
format designed to optimise consumer take-up amidst the strong competition that Dove has to contend with
in the form of Sunsilk, Pantene and Clear. Dove’s launch of the 8ml sachet is slightly bigger than the 5ml
size enabling in-store differentiation. The sachet further works as both an introductory pack for the affluent
to try before trading up to Dove’s larger-sized rigid plastic offerings, as well as being a repeat purchase
pack for the less affluent, rural consumer base.
Dove: Hair Care Packaging in India - 2010
Pack Formats Pack Sizes
100ml, 200ml,
Shampoo HDPE bottles
250ml,400ml
Shampoo Flexible packaging 8ml
100ml, 200ml,
Conditioner HDPE bottles
250ml,400ml
Conditioner Flexible packaging 8ml

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GLOBAL BRAND: LOCAL PACKAGING

Importance of traditional retail outlets to future Indian sachet sales

 A traditional retail infrastructure with Kirana stores in India and Warung stores in Indonesia contributes to
driving small sachet sales over larger rigid plastic bottle sales in shampoo.
 In India, such traditional, small grocery retailers account for 54% of hair care sales as opposed to less than
1% in the US where specialist health and beauty retailers are most significant, indicative of just how
different shopping patterns can be between developing and developed countries.
 India’s pack mix clearly shows the absolute need for Dove to supply in a pack appropriate to diverse
consumer needs and ways of buying; this will be pertinent to the brand’s success as it aims to grow
position in emerging markets.

Kirana stores in India and

Warung stores in Indonesia
where sachets of shampoo
and conditioner are a common
sight

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 22

GLOBAL BRAND: LOCAL PACKAGING

Small grocery retailers dominate India hair care sales

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 23

GLOBAL BRAND: LOCAL PACKAGING

Case study: Affordable Dove broadens appeal in US slowdown

In Dove’s top country sales generator, the US,

the brand records impressive advancing sales
despite the economic slowdown. With the
provision of a broad product range and strong
advertising support, Dove further extends its
lead on the competition as the US’s biggest-
selling bath and shower brand, procuring
especially lucrative gains for core pack formats
of HDPE bottles and folding cartons.

PASSPORT 24
GLOBAL BRAND: LOCAL PACKAGING
Dove’s packaging for the budget buyer; bulk sizes and multipacks
Economy Value Offering
Dove Beauty Bar White
4.25oz bar in folding carton
US$0.47/oz/US$3.79 for 2-pack;
US$0.35/oz/US$8.99 for 6-pack
Dove Beauty Bar White is the classic entry-
level Dove product purchase.
Choice in variants with same unit price applied
across the range of bar soap widens: Beauty
Bar Pink; Beauty Bar Sensitive Skin; Beauty
Bar Fresh Burst Nectarine & White Ginger;
Beauty Bar Gentle Exfoliating extol both
fragrance and skin kind enhancements.
Use of larger-
sized multipacks
procures
additional cost-
savings for end-
consumer.
Mid-priced Solution
Dove VisibleCare Crème Body Wash
Softening
18oz HDPE bottle
US$0.44/oz/US$7.99 unit price
Launched in 2010, three variants: Softening,
Renewing and Brightening.
Contains a blend of glycerin and lipids for
enhanced moisturising properties to moisturise
and hydrate the skin and provide
“visibly” softer, smoother skin.
Larger 18oz bottle size procures
per oz cost savings amongst more
mid-priced offerings.
PASSPORT 25
GLOBAL BRAND: LOCAL PACKAGING

Dove’s packaging for the mainstream buyer; focus on functionality

Dove’s iconic moisturising properties +more benefits

 The health-driven upsurge in sales of
bath and shower seen in the US on the
back of the swine flu H1N1 virus and
health concerns was less apparent as an
impetus for growth in 2011.
 However, additionally aware of
consumers placing a growing importance
on functional, skin care benefits, Dove
Nourishing Care Shea Butter is just one of
a number of body wash/beauty bar (bar
soap) launches in HDPE bottles that
seeks to not only offer the skin
moisturising quality that Dove Original is
known for but to deliver on other skin care
qualities, such as nourishing, hydrating,
renewing and beauty-enhancing benefits.
 Seasonal fragrances are also introduced
with Dove Winter and Summer lines whilst
the launch of Dove VisibleCare, builds on
Nourishing Hydrating Beauty enhancing Dove’s “moisturising” USP containing a
Dove Nourishing Dove Go Fresh Dove VisibleCare high concentration of Dove’s
Care Shea Butter Renewing; Softening NutriumMoistureTM.

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GLOBAL BRAND: LOCAL PACKAGING
Dove to use a range of sizes to heighten value gains in recovery
Bulk and multipacks – economic value format
 Attractive price positioning and widening product
range through function and fragrance have enabled
Dove to increase its share under difficult economic
market conditions in the US.
 Euromonitor International recommends that Dove
continues the use of a range of pack sizes to
broaden consumer reach and accessibility, through
the added affordability of multipacks and larger
sizes and in the provision of price points that are
appropriate to all consumer budgets.
 Countries with the lowest per capita disposable
incomes that represent opportunity markets for
Dove’s value propositions are:
 Vietnam
 India
 Philippines
 Indonesia
 Ukraine
Functionality – add value to mainstream product line
 Going forward as the economy recovers, Dove
should develop its focus on value-added lines to
avoid being caught by product consumption
stagnation in mature regions.
 Value-added lines need to stand out on the shelf.
Euromonitor International recommends pack
differentiation through colour and shape in
packaging to communicate the added-value
product positioning of new product lines.
 Countries that exhibit a high per capita disposable
income and are more open to added-value lines
from Dove are:
 Switzerland
 Norway
 Australia
 USA
 France
PASSPORT 27
INTRODUCTION
DOVE MARKET POSITION
DOVE SIGNATURE PACKAGING
GLOBAL BRAND: LOCAL PACKAGING
CONSUMPTION DRIVING AEROSOL UPTAKE
COLOUR AND SHAPE IN PACK STRATEGY
RECOMMENDATIONS
CONSUMPTION DRIVING AEROSOL UPTAKE

2010 aerosol sales propels Dove to 3rd fastest-growing deodorant

 Although ranked fourth in global deodorants in 2010,

Dove joins other market leading Unilever brands,
Rexona and Axe/Lynx/Ego, to become the third best-
performing brand in the category over 2009-2010.
 Spray deodorants retailed in metal aerosol cans is
Dove’s top-selling format, accounting for 41% of its
global deodorant sales in 2010 and is the driving
force behind growth, as consumers’ use of Dove
deodorant retailed in metal aerosol cans resulted in a
29% rise in 2010 sales over 2009.
 Competition is rising as other global beauty players
strengthen their positions, with notable gains in 2010
from Natura, Garnier and O Boticário. Nivea
(Beiersdorf AG) also continues to invest strongly in
deodorants, requiring Dove to continually innovate
through its product range and packaging in order to
develop its position in the face of competition.
 Germany, Romania and the UK offer best volume per
capita consumption growth opportunities for aerosol
deodorants to 2014 and so key countries for Dove to
pursue with new fragrances attractive amongst
younger consumers as an affordable alternative to
perfume.

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CONSUMPTION DRIVING AEROSOL UPTAKE

Importance of skin-kind products feeds into Dove deo innovation

 Innovation in Dove’s deodorants range very much stems from those seen in skin care where anti-agers
provide the highest growth, retail value sales of which grew at a 10% CAGR over 2005-2010 and will further
head up forecast value gains in the beauty industry.
 The rising importance placed on skin care benefits in deodorants is exemplified by new deodorant line
extensions from Dove like Dove pro·age (anti-ageing line) launched in 2007 and Dove Sensitive, whilst
more practical consumer benefits are derived from Dove Silk Dry, Dove Invisible Dry and Dove Minimising.
 The distinctively shaped aerosol can ties the lines together to strengthen brand equity and retail sales. In a
highly competitive marketplace, new line extensions that offer improved protection and skin care attributes
help to invigorate sales, but it is important that the pack type and design need to complement the existing
pack range for longevity of brand recognition.

2011
Latest Launches
Dove Beauty Finish
Dove Ultimate Go
Sleeveless

Dove increases sales through functional and

Danger: Dove’s use of different colours as in
fragrance extensions; widely uses white with contrast
“pro·age” and “Minimising” lines, and different
colour cap for core packaging of aerosols (deodorant
logo position may dilute brand recognition
sprays) and rigid plastic (sticks and roll-ons)

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 30

CONSUMPTION DRIVING AEROSOL UPTAKE

Case study: India, an opportunity for Dove’s aerosol deodorant

Dove has entered the Indian aerosol spray

deodorants category, leveraging parent
company Hindustan Unilever’s market-leading
strength in India deodorants through its Axe
brand. Doubling sales in two years, the sharing
attribute of the aerosol can makes it the
practical, economic pack solution for Dove
deodorant in India.

PASSPORT 31
CONSUMPTION DRIVING AEROSOL UPTAKE

Aerosol preferred for India’s deodorant entry, a practical share pack

Dove aerosol deodorant enters India in 2007 Dove leverages growth through Unilever stronghold
 India represents a relatively new market for Dove
deodorants, with uptake driven by the young urban India: Deodorant Sprays Brand Shares and Sales
consumer base.
2010
 Only entering the country in 2007, the brand’s
Retail Sales
launch into deodorants has been supported by
Name 2008 2009 2010 (US$ mn)
Dove’s prominent position in bath and shower and
from the parent company’s market-leading Axe 27.0 26.5 25.5 43.1
presence in deodorants through the Axe brand. Set Wet 5.0 9.0 10.6 17.8
 Dove’s parent company, Hindustan Unilever, Wild Stone 2.0 7.0 9.6 16.2
exerts a strong presence on the sale of deodorants
in India, accounting for 29% of the country’s Spinz 6.5 6.7 6.2 10.5
aerosol spray deodorant sales through its Axe, Fa 7.8 6.3 5.6 9.4
Dove, Rexona and DIY brands. Through this
influential position, Dove benefits from leveraging Eva 3.5 4.5 5.3 8.9
economies of scale in its new product launches. Nivea 3.0 4.0 4.8 8.1
 Dove’s decision to launch in metal aerosol cans Dove 1.5 2.0 2.9 4.9
instead of rigid plastic for deodorant roll-ons or
sticks comes from the aerosol’s practical ”share- Old Spice 2.5 2.7 2.2 3.7
pack” attribute enabling the aerosol spray to be Oriflame 1.8 2.0 2.1 3.5
used amongst all the family in the way that a roll-on
Others 39.4 29.3 25.2 42.8
deodorant is not.

PASSPORT 32
CONSUMPTION DRIVING AEROSOL UPTAKE

Aerosol’s widespread popularity presents buoyant pack prospects

 The Indian market for deodorant sprays was valued

at US$169 million in 2010; it is the dominant
deodorants format, accounting for 99% of the
country’s deodorants sales. The rapid gains to date
are supported by media campaigns educating the
consumer on the use of deodorants.
 There is a natural burgeoning growth trajectory
predicted for deodorants in aerosol cans through
2014 from the very low current per capita use at
just 8ml per capita compared to world leading use
of 590ml in Argentina or 566ml per capita in the UK.
 As the most popular deodorants format, Indian per
capita use of aerosol sprays is set to reach 18ml by
2014. In absolute packaging gains, the aerosol can
is predicted a 21% CAGR over 2010-2014 as an
affordable, easy-to-share format over roll-ons,
providing ample opportunities for Dove to develop.

India Aerosol Deodorant Spray Consumption

per Capita
2005: 2.4ml 2010: 8.2ml 2014: 18.4ml

PASSPORT 33
CONSUMPTION DRIVING AEROSOL UPTAKE
Aerosol can as deodorant pack for all income bands and occasions
Consumer uptake to spur on Indian aerosol sales
 India represented the fastest-growing category for
the Dove aerosol spray deodorant in 2010 and
looking ahead to 2014, India is expected to provide
the highest aerosol can unit volume gains globally.
Sheer rise in per capita consumption
 Indian consumption of aerosols is predicted growth
of 101 million units over 2010-2014, as per capita
consumption of aerosol deodorant increases.
Skin kind and fragrance for value-add prospects
 As the Indian consumer with more disposable
income to spend becomes more familiar with the
efficacy of the aerosol can in deodorants, there
exists the opportunity to make added-value gains.
Dove’s deodorants with moisturising properties are
well-placed to gain as the discerning consumer
seeks out skin care benefits from their purchases.
 The incorporation of fine fragrance is another
strategy for Dove to explore to expand aerosol
sales amongst the middle-class consumer base, as
deodorants become more widely accessible and
affordable than fragrances for scent.
Develop broader range of sizes in emerging markets
 100ml and 150ml are widely the most common
pack sizes for Dove aerosol deodorant. In India,
the standard aerosol spray can posted strong
progress to date as a family share pack.
Smaller pack size strategy to grow occasion use
 Going forward, aside from the product content
range development, in packaging, Dove should use
pack sizing to grow sales. With growing
acceptance as deodorant sales in metal aerosol
can become more entrenched, there exists the
opportunity to increase sales with smaller sizes.
Offering lower price points, the use of smaller pack
sizes can help increase the attractiveness of the
Dove spray deodorant amongst low to mid-income
households and further encourage more individual
use in instances where used as a family pack.
 Equally, amongst more affluent consumers, the
smaller aerosol can offers potential through its
convenience attribute as a travel pack.
Top volume growth countries for aerosols in
deodorants 2010-2014:
India, Brazil, Germany, Argentina, UK
PASSPORT 34
CONSUMPTION DRIVING AEROSOL UPTAKE

Case study: Brazil’s passion for fragrance and ability to spend

Brazilians’ unceasing demand for deodorising

accounts for the importance of Brazil to Dove’s
global deodorant sales growth. The country’s
rising economic strength combined with Dove’s
new launches with the Brazilian consumer in
mind serves to consolidate Dove’s position
further, procuring especially healthy ongoing
gains for metal aerosol cans and rigid plastic.

PASSPORT 35
CONSUMPTION DRIVING AEROSOL UPTAKE

Brazil sweeps the board in global packaged deodorant sales

 Looking at Dove’s global performance, Brazil is critical to the brand’s success in many ways; it leads global
2010 retail value sales in deodorant sprays and roll-ons, accounting for 28% and 33% of Dove’s global
2010 value sales respectively. Brazilian sales of Dove deodorants remain robust in growth terms too,
heading up Dove’s global value sales growth in deodorant sprays, roll-ons and creams and specifically, for
packaging, the country’s retail consumption of metal aerosol cans and rigid plastic packaging.
 In a volatile financial climate, Dove, alongside other major brands, chose not to increase prices significantly
in sprays and roll-ons in 2010, an important growth strategy, sensitive of consumer cautiousness. This has
enabled the brand to retain its consumer base and even grow it with Dove’s share of retail deodorant sales
in Brazil rising from 5% in 2009 to 6.1% in 2010.
Top Global Country Performers in Deodorants by Deodorant Type
Top Country 2010 Retail Fastest Growth Retail Sales
Seller for Sales Country Growth
Dove in 2010 (US$ mn) 2009-2010 2009-2010
(US$ mn) (US$ mn)
Deodorants Brazil 216.7 Brazil 80.4
- Sprays Brazil 118.4 Brazil 64.0
- Roll-Ons Brazil 93.8 Brazil 15.4
- Sticks USA 156.7 USA 58.7
- Creams USA 16.2 Brazil 1.0

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 36

CONSUMPTION DRIVING AEROSOL UPTAKE

Consumer trade up from pump to aerosol can gives Dove a key win

 Deodorant sprays in metal aerosol cans are enjoying the

greatest progress of all pack formats in Brazil, growing at a
23% CAGR in unit volume terms over 2005-2010. Brazilian
consumers are trading up from the traditional, cheaper
pump, squeeze deodorants in HDPE and other plastic
bottles that are not sold under the Dove brand to deodorant
sprays and roll-ons, largely to the benefit of international
value-added brands like Dove and its competitors.
 The efficiency of dispensing of the deodorant spray has
meant that once consumers make the switch over from
deodorant pumps to the aerosol spray format, they rarely
revert to the deodorant pump.
 The 2010 upsurge in sales of Dove spray deodorants is
further stimulated by added-value launches of Dove Dermo
Aclarant, a deodorant range that promises to recover
natural skin colour.
 Added-value formulations will continue to add to revenues,
with metal aerosol can sales projected dynamic growth. A
significant R$65 million advertising budget in 2010 from
parent company Unilever to its deodorant lines is another
factor pertaining to the company’s and brand’s strong
market presence.

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 37

CONSUMPTION DRIVING AEROSOL UPTAKE
Adding value is not merely a strategy for developed world markets
Dove Dermo Aclarant in Brazil shows a commitment
to adding value in developing world markets
 The relaunch of Dove Dermo Aclarant in Brazil
demonstrates Dove’s commitment to adding value
in developing world markets. This line is marketed
as premium in Brazil and differentiates from many
other Dove deodorant lines, where white is the
predominant colour with a contrast colour cap.
 Softer colours with metallic hues are used for this
packaging line to convey premium product image.
 Brazil’s ongoing switch from pumps to the value-
add packaging format of metal aerosol cans for
deodorant sprays will continue as consumers are
able to trade up.
 Line extensions offering added-value functions and
fragrances will support growth and drive store-
based retail sales for Dove sprays in aerosol cans
and roll-on deodorant in rigid plastic.
Food for thought in other developing markets that
illustrate more discretionary spending
 Packaging that achieves shelf impact will continue
to be important as Dove continues to diversify its
range of deodorants. However, if the pack appears
too similar to the mainstream range, consumers
will expect to pay the same unit price.
 Shape, colour and texture are important packaging
tools to communicate added-value and attract a
higher unit price.
 In looking to develop sales of its added-value lines,
Dove should not overlook developing markets as
exemplified by the brand’s success in Brazil.
 Argentina, high capita user of deodorant sprays at
590ml per capita in 2010, offers good prospects
with skin care attributes an important avenue to
pursue.
 Meanwhile in Asia Pacific where usage of
deodorants is lower, the changing household
profile embodied by a rise in incomes and fall in
birth rates shows a shift from expenditure on
essentials to more discretionary spending,
additionally points to opportunities for Dove to
explore.
PASSPORT 38
INTRODUCTION
DOVE MARKET POSITION
DOVE SIGNATURE PACKAGING
GLOBAL BRAND: LOCAL PACKAGING
CONSUMPTION DRIVING AEROSOL UPTAKE
COLOUR AND SHAPE IN PACK STRATEGY
RECOMMENDATIONS
COLOUR AND SHAPE IN PACK STRATEGY

Dove shows continuity in body care bottle shape, variation in colour

 Dove specifies a similar shaped bottle across many of its body care lines, but shows variance in colour.
Whilst many adopt the Dove signature white, colours vary in Dove pro·age where a rich red is the dominant
colour chosen for all Dove pro·age product lines, irrespective of the product type or pack format specified.
 The brand uses HDPE for all plastic bottles in body care; this global specification of HDPE enables the
brand to procure economies of scale in its purchasing of packaging, further beneficial as HDPE is also
specified in bath and shower and hair care. Dove Visible Effects launched in January 2010, in contrast, is
filled in a tottle.

Dove Visible Dove pro·age Dove Intensive Dove Summer Dove Essential
Effects nourishment Nourishment Glow Nourishment

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 40

COLOUR AND SHAPE IN PACK STRATEGY

A broad familiarity of shape also in body wash, some exceptions

 Dove specifies a similar shaped bottle across Dove body wash/shower gel ranges, with the main difference
that of colour, in the pro·age and men’s ranges.
 However, with the Dove Visible Effects skin care range, Dove has opted for a tottle (upside-down bottle) for
its VisibleCare body wash range in contrast to most other body wash variants.

Dove VisibleCare Dove pro·age Dove go fresh Dove Silk Glow Dove Deeply
Brightening Nourishment Cucumber & Nourishing Nourishing
Green Tea

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 41

COLOUR AND SHAPE IN PACK STRATEGY

Changing colour strategy apparent in Dove aerosol deodorant lines

Whilst many of Dove’s deodorant spray lines follow the design of the
Original Dove Dove Original line using a largely white background with a contrast
aerosol deodorant colour cap reflective of the fragrance or formulation with blue for Dove
design of white Original, yellow and green for Dove go fresh and pink for Dove
background and Beauty Finish that was launched in 2011, this is not universally the
contrast colour case. Dove pro·age, Dove Minimising and Dove Men+Care have
cap. moved away from this design to using the same dominant colour on
both the metal aerosol can and cap.

Dove Beauty Finish Dove Men+Care Dove pro·age Dove Minimising

150ml aerosol can 150ml aerosol can 150ml aerosol can 150ml aerosol can

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 42

INTRODUCTION
DOVE MARKET POSITION
DOVE SIGNATURE PACKAGING
GLOBAL BRAND: LOCAL PACKAGING
CONSUMPTION DRIVING AEROSOL UPTAKE
COLOUR AND SHAPE IN PACK STRATEGY
RECOMMENDATIONS
RECOMMENDATIONS
Do not lose brand equity through too much pack diversification
Focus on consistency in Retain Dove’s strong pack and
pack design shape identity even in innovation
and local pack strategies
 As Dove looks to  Dove’s upside-down HDPE bottle
continually build brand launched for deodorant roll-ons in
equity by extending its 2010 contains less plastic than its
presence in its core predecessor; this lighter pack has
markets through line been rolled out across Rexona and
extensions and relaunches Sure to enable efficiency and cost
alongside that of entering savings for parent company,
new categories, it is Unilever, as part of the company’s
essential that consistency target to reduce packaging weight by
of design is retained a third by 2020.
across its packaging  There is the necessity to differentiate
portfolio as too much pack range to meet diverse country
variation in shape and needs by implementing the most
colour can dilute brand suitable pack type and size, but it is
recognition. equally important for Dove to remain
true to a central brand packaging
design, material and colour ethos for
maximum success in new country
and category entries.
© Euromonitor International PACKAGING PROFILE: DOVE
Rationalise down to a more
defined colour palette with a
refined number of pack designs
 By adopting a strong uniform
design/colour palette, Dove can
help cement the position of new
products as being instantly
recognisable Dove products.
Additionally, a more coherent
pack design from bottle shape,
closure format, label and print
design and dyes used in the
packaging will further realise cost
efficiencies for the brand in
sourcing by reducing the
complexities and add to Dove’s
revenues.
 Without this rationalisation, if
spread too thinly with too broad a
colour palette and pack design,
Dove runs the risk of losing rather
than gaining in brand position.
PASSPORT 44
REPORT DEFINITIONS

Definitions

This Global Brand Packaging Briefing examines the And the following pack types:
packaging portfolio of Unilever’s Dove brand in the  Flexible Plastic
following beauty and personal care categories:
 Folding Cartons
 Baby Care
 Glass Bottles
 Bath and Shower
 Glass Jars
 Deodorants
 HDPE Bottles
 Hair Care
 Metal Aerosol Cans
 Men’s Grooming
 Metal Tins
 Oral Care
 Other Rigid Bottles
 Skin Care
 PET Bottles
 Sun Care
 Plastic Jars
 Sets/Kits
 Plastic Pouches
 Squeezable Plastic Tubes

© Euromonitor International PACKAGING PROFILE: DOVE PASSPORT 45

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