Campaign details
Brand: UnileverAgency: Mindshare IndiaRegion: APAC
Strategy
Objective
Dove as a beauty brand is recognized and loved for its efforts to 'Inspire women to feel more positive about the way they look'.
However, the Indian beauty market has seen a rise in domestic D2C personal care brands that serve the specific needs of Indian consumers. To sustain growth in such a cluttered market, it was imperative for Dove, an international leader, to enjoy differentiation and loyalty by being culturally more meaningful to Indian women.
Target Audience
India is plagued with unreal beauty expectations, from...