Dove Industries Inc. history

In terms of television advertisements, which were a fairly new marketing outlet in the 1950’s, Dove displayed cream being poured into the Dover bar in order to illustrate the moisturizing quality of the soap.

Dove is a shower and body-care cosmetics brand, which was established in the United States in 1955.

Although Surf established a strong market position, it did little to shake Tide's hold, so in 1956 Lever Brothers brought out Wisk, the first heavy-duty liquid detergent.

Introduced in 1957, Dove has become a global presence in the industry with its products sold in more than 150 countries.

The 1960’s saw the expansion of Dove to several different international markets, as well as an evolution of sorts of Dove’s advertising campaigns.

The first mass-market concentrate, however, appeared in 1980, when Colgate-Palmolive introduced Fresh Start.

Yet in 1987, the year Wisk dropped "Ring-around-the-Collar," new Liquid Tide knocked Wisk out of second place.

In 1989 Lever Brothers moved its advertising account to JWT, which assigned copywriter J. J. Jordan—ironically, the son of James Jordan—to the account.

The 1990’s saw Dove undergo a global product roll-out to over 80 countries, as well as an expansion of Dove’s product catalog.

In June 1998 Lever Brothers presented the "Do It Once.

Finally the 2000’s ushered in the modern Dove era, with even more new and exciting products released and the previously mentioned Dove Real Beauty campaign launched, which leads us to…

In fall 2003, armed with the exhaustive information from The Dove Report, Ogilvy and Unilever began what would become a worldwide media campaign, starting with a series of billboards in the United Kingdom.

The next redesign was held by the company in 2004, in order to celebrate the new century and the constant development of the brand.

Dove's main brand competitors for skin and body-care products worldwide were Nivea (made by Beiersdorf AG) and Neutrogena (made by Johnson & Johnson). In 2005 Nivea's European market share was 20 percent; Dove's was 5.5 percent.

Dove's global sales rose 25 percent in 2005, thanks in large part to its advertising blitz. Based on this success, Dove planned to roll out three new product platforms in 2006, including new skin-toning creams, advanced hair-care products, and an expanded line of its skin-firming lotions, all advertised with the same paradigm-inverting use of real women instead of models.

The current Dive logo was created in 2012 and is fully based on the previous design.