Once upon a time, Dove was just another soap brand. You know, the kind your grandma kept in her bathroom. But in 2004, something changed. Dove didn’t just clean up its act; it cleaned up the entire beauty industry’s act. Here’s how a simple soap brand rewrote the rules of marketing and gave us all a masterclass in positioning along the way.

The Wake-Up Call

Picture this: It’s the early 2000s. Beauty ads are all size-zero models and enough airbrushing to make a Photoshop engineer blush. Then Dove drops a bombshell: only 2% of women consider themselves beautiful.

Kathy O’Brien, then Vice President of Skin and Marketing Services for Unilever, recalls the moment of realization:

“What we were beginning to realize is that women have a different view of beauty than what was being portrayed. We thought that we have a responsibility to do something about that.”

This wasn’t just a statistic. It was a wake-up call. And it became the catalyst for one of the most significant transformations in recent history.

Positioning Lesson #1: Your positioning should address a real, meaningful problem in your market. Dove identified a massive disconnect between the beauty industry and real women’s perceptions.

The Big Decision

Dove could have just launched a new soap scent and called it a day. Instead, they chose to challenge the entire beauty industry’s status quo. This wasn’t just a marketing campaign; it was a fundamental shift in the brand’s DNA.

(Also, read ‘Your business is your brand’ if you haven’t already.)

Sylvia Lagnado, Global Brand Vice President for Dove at the time, articulated this new vision:

“We believe that beauty should be a source of confidence, not anxiety. That’s why we’re committed to creating a world where beauty is a celebration of individuality, not a standard to be achieved.”

This statement became Dove’s new North Star, guiding everything from product development to advertising.

Positioning Lesson #2: Positioning is not just what you say; it’s what you do. It’s a fundamental business decision that shapes every aspect of your company.

The Inside-Out Transformation

Dove’s new positioning as a champion of “real beauty” wasn’t just skin deep. It transformed the company from the inside out:

1. Product Development: Dove expanded its product line to cater to a wider range of skin types and tones. They weren’t just selling soap anymore; they were selling self-esteem in a bottle.
2. Hiring Practices: The company started looking for employees who embodied their “real beauty” ethos, from marketing teams to product developers.
3. Research and Development: Dove invested heavily in studies about beauty perceptions, using the insights to fuel their strategy and messaging.
4. Corporate Social Responsibility: The Dove Self-Esteem Project was born with the aim of building self-esteem in young people worldwide.

Steve Miles, former Senior Vice President of Dove, emphasized this holistic approach:

“Every part of our business is focused on delivering our brand purpose of building positive self-esteem and inspiring women to reach their full potential.”

Positioning Lesson #3: Your positioning should inform every aspect of your business, from product development to corporate social responsibility.

The Campaign That Changed Everything

In 2004, Dove launched the “Campaign for Real Beauty.” Out went the supermodels, in came women of all shapes, sizes, and colors. It was revolutionary.

Dove partnered with Ogilvy & Mather to bring this vision to life. Tham Khai Meng, former Worldwide Chief Creative Officer at Ogilvy & Mather, noted:

“The Dove ‘Real Beauty’ campaign is a testament to the power of purpose-driven advertising. It shows that when brands stand for something meaningful, they can make a real difference in the world.”

The campaign evolved over time, with standout moments like:

• 2006: The “Evolution” video, showing the transformation of a model through makeup and digital retouching, went viral before “going viral” was even a thing.
• 2013: “Real Beauty Sketches” compared women’s self-perceptions with how others saw them, becoming one of the most-watched ads of all time.

Positioning Lesson #4: Your positioning should be flexible enough to evolve while staying true to its core message.

The Results: Beauty is as Beauty Does

Dove’s bold move paid off. Big time. In the first ten years of the campaign, sales soared from $2.5 billion to $4 billion. But the impact went beyond the balance sheet.

Dove became synonymous with the body positivity movement. The brand was now perceived as:

• Inclusive: A brand for everyone, not just the stereotypically beautiful.
• Empowering: A champion for self-esteem and body positivity.
• Authentic: Using “real” women in ads made Dove feel more genuine than other beauty brands.
• Trustworthy: Honesty about beauty standards translated into trust in their products.

Fernando Machado, who later became Global Brand Vice President for Dove, summed it up:

“We want to use our voice and our advertising to inspire women and girls everywhere to develop a positive relationship with beauty, helping to raise their self-esteem and thereby enabling them to realize their full potential.”

Positioning Lesson #5: Strong positioning aligns your business (internal) operations with (external) perceptions, creating a powerful, cohesive brand that resonates with your audience.

The Ongoing Journey

Dove’s journey didn’t end with the success of the “Real Beauty” campaign. The brand continues to evolve its positioning, addressing new challenges and expanding its message.

As Sharon MacLeod, Global Vice President of Dove Men+Care, stated in a later extension of the campaign:

“We’ve always listened to men and women worldwide, and what we’re hearing loud and clear is that there’s still a need for a more realistic and diverse representation of beauty and masculinity in the world.”

This commitment to listening and adapting ensures that Dove’s positioning remains relevant and impactful.

Positioning Lesson #6: Your positioning isn’t a one-and-done deal. It needs constant evaluation and refinement to stay relevant.

The Dove Effect: Lessons for Every Brand

Dove’s transformation from a soap company to a global advocate for self-esteem is more than just a feel-good story. It’s a masterclass in brand positioning. Here’s what every brand can learn from Dove:

1. Identify a meaningful problem: Find the disconnect between your industry and your consumers’ needs.
2. Make it your mission: Let your positioning guide every business decision, not just your marketing.
3. Walk the talk: Ensure your internal operations align with your external message.
4. Evolve thoughtfully: Keep your core positioning intact while adapting to new challenges and opportunities.
5. Measure impact, not just sales: Look at how your positioning affects brand perception and societal change, not just the bottom line.

Alessandro Manfredi, Executive Vice President of Dove, perhaps said it best:

“We know the impact which unrealistic beauty standards can have on a person’s self-esteem and confidence. As a brand that has long championed real beauty, we have a responsibility to protect, celebrate and empower women and girls to be their authentic selves.”

In the end, Dove didn’t just position itself as a beauty brand. It positioned itself as a movement. And in doing so, it didn’t just change its own fortunes; it changed the conversation about beauty itself.

Now that’s what we call a beautiful positioning.