Dove is not exclusively a "girl brand," although its marketing and product lines have historically focused heavily on women. While Dove's initial and continued strong focus is on products designed for women, they also produce a line specifically for men, Dove Men+Care.
Dove's Target Audience and Products
Dove's primary target audience has been women, reflected in their wide array of products like:
- Nourishing Body Wash
- Deodorant
- Dry Spray Antiperspirant
- Shampoo
- Conditioner
- Styling Aids
These products are designed to help women care for themselves. However, the brand's commitment to inclusivity extends beyond traditional gender binaries. Their advertising actively showcases diverse beauty representation, including women, transgender, and non-binary individuals. This commitment to inclusivity is highlighted on their official website. https://www.dove.com/us/en/stories/about-dove.html
Dove Men+Care
In 2010, Dove launched Dove Men+Care, a product line specifically tailored to men's needs. This demonstrates that, while a significant portion of their marketing targets women, Dove isn't solely a "girl brand." The existence of Dove Men+Care directly counters this notion.
Dove's Commitment to Inclusivity
Dove's commitment to inclusivity is further emphasized through initiatives like:
- The Dove Self-Esteem Project: This program, developed in partnership with Girl Guides and Girl Scouts, aims to promote body confidence. https://www.dove.com/us/en/dove-self-esteem-project.html
- Their commitment to using diverse models in their advertising.
- Their decision to become the first beauty brand to ban AI-generated images of women in their advertising. This signifies their commitment to realistic representations of beauty. https://www.forbes.com/sites/virgietovar/2024/04/18/dove-becomes-first-beauty-brand-to-ban-ai-generated-women-in-ads/
In conclusion, while Dove's history and substantial product line cater significantly to women, their expansion into the men's market and dedication to diverse representation prevent it from being accurately categorized as solely a "girl brand."
