Dove Beauty Bar at Wal-Mart

Marketer: UnileverCampaign: Dove Beauty Bar at Wal-MartAgencies: Marketing Drive WorldwideAward Category: Account-Specific PromotionProduct Category: Health & beauty aidsMarketing Overview Dove is a Unilever Home and Personal Care "Masterbrand," with products in the following categories: Face Care, Hair Care, Skin Care (Bar & Body Wash) and Anti-Perspirant/Deodorant.Dove's brand personality is about real, uncomplicated beauty. Dove is optimistic and timeless. Dove is not about changing women, but revealing their most beautiful side.Using this marketing position, the goal was to create an ownable and distinct retail platform that fit with the brand's established values and its goal of evolving as a beauty icon. The strategy is called "Masstige," a manifestation of the democratization of style, making the stylish and inspirational available to the masses.Marketing Drive developed the Dove Beauty Bar, a beautiful place where real beauty is expressed in unique ways. Interactions at the Dove Beauty Bar were facilitated by Dove Beauty Advisors, specially trained female demonstrators who represent the physical manifestation of simple, uncomplicated beauty. Dove Beauty Advisors were profiled based on five critical categories: presentation, personality, product usage, professional experience and point of view. The Dove Beauty Advisor educates women on the brand's full range of productsObjectives Begin to establish Dove's credibility as a "beauty" brand. The June & October "Dove Month" programs at Wal-Mart were the beginning of the brand acting as a true beauty brand.Drive cross-category awareness and trial for the full range of Dove products, with a focus on the new Face Care line and new Exfoliating Bar and Body Wash.Strategy & Tactics Create an event environment that introduces Dove as a true beauty brand; establish a look and feel that builds Dove's beauty equity and can be the base program for years to come.Educate target women about Dove's full line of products through personalized interactions.Drive trial via delivery of Dove Face, Exfoliating Bar, Dove Hair Care and AP/Deo samples to target shoppers.Results The Beauty Bar events elevated Dove towards credible beauty brand status through more than 3,000 events in Wal-Mart stores.Advisors distributed more than 1 million sample packsAdvisors conducted a total of 350,000 personalized interactions using the Dove Beauty Prescription PadThe campaign engaged consumers for a longer period of time (than a typical promotion), providing a more meaningful Dove experience. It established an atmosphere conducive to trial and purchase of Dove beauty products.Dove Face sales rose an average of 20% during the June and October promotional windows.Cross-category trial and awareness increased via sampling.The Beauty Bar events supported Wal-Mart's merchandising and improved the shopping experience while extending the length of the shopper's visit.

Dove Beauty Bar at Wal-Mart

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