I was originally looking for a video I had found the other week that a YouTuber made about a male version of Dove’s Campaign for Real Beauty, when I came upon this:
It’s a video (not quite sure if it’s an ad) of men being asked what comfort means to them.
I had no idea Unilever, the company Dove belongs to, launched products for men in Italy in September 2009. It’s called Dove Men + Care.
Although I think this is a student project, could Dove Men + Care create a self-confidence campaign (similar to what my last Dove post was about) geared just toward men? Could DM + C really become the male equivalent of the “standard” Dove?
Unilever wanted to broaden its demographic for soap products. According to CosmeticsDesign.com:
A brand spokesperson for Unilever Italy told Cosmetics Design that the main aim in this decision was to ‘tap into Italy’s growing male grooming market, starting in the two segments that the Dove brand is already known for: deodorants and body wash.’
According to MarketingWeek.co.uk, the brand’s target audience is “over 35-year-olds.” The shower gels and deoderants come in two types: Extra Fresh and Clean Comfort.
Daryl Fielding, the woman who’s credited with creating Dove’s campaign strategy for Real Beauty, said, “The essence of the brand is about honesty and not conforming to stereotypes of beauty. That essence is eminently usable for a men’s brand.”
In addition to Italy, Dove Men + Care is also in Belgium and the Netherlands. The Marketing Week article says Unilever has “no imminent plans for a UK launch.”
Would this product be better suited for European countries? Would it work in the United States, or will the machismo mentality make it difficult for consumers to dissociate Dove as a women-only brand?