1. Introduction
The brand Dove was introduced to the market in the United States in1957 with the launch of a soft soap. Given that it was post-war era, it revolutionized the cleansing habits people had at the time. A bar of soap was mere functionality, and Dove augmented the product to become a commodity: cleanliness was the need to meet, but also to enjoy this activity and through this pursue greater sales volumes.
Due its superior quality, Dove used real people instead of models to place emphasis on the product’s attributes that would portray honesty and enhance consumers. Dove’s mission was to engage people in cleansing activities. It would help people wash away the pain with a smooth bar of soap. It was associated with the military since its chemical research came from this source, and it was used to heal wounds. This gave it a greater national sentiment, which helped the brand expand throughout the United States. It quickly became a success, and the brand was well-acknowledged.
Currently, Dove is the world’s leading “cleansing” brand in over 80 countries. They launched a campaign that would once again try to reach down to the consumer’s internal needs. When it was launched it tried to suppress the war’s pains, and now it tried to tackle female insecurity in a world obsessed with beauty.

2. Problem statement
Dove transitioned from a functionality marketing perspective to creating a social debate with their “Campaign for Real Beauty”. The brand director, Silvia Lagnado, must evaluate if this approach coerces the aspirational element that Dove, as a beauty product, should entail.

3. Facts/factors that are relevant to the decision.
In the 1980’s Dove was always backed up by physicians and dermatologists as a product that will add value to your skin. However, its claim had to change in 2000 since it was forced to lend its name to other Unilever products