| HBS Case Collection
(Revised from original 2007 version)
Dove: Evolution of a Brand
Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the brand team to take a fresh look at the cliches of the beauty industry. The result is the controversial Real Beauty campaign. As the campaign unfolds, Unilever learns to use the Internet, and particularly social network media like YouTube, to manage controversy.
Brands and Branding;
Consumer Products Industry;
Beauty and Cosmetics Industry;
Deighton, John A. "Dove: Evolution of a Brand." Harvard Business School Case 508-047, March 2008. (Revised from original October 2007 version.)