From the beginning, the Dove brand has been a champion of beauty, believing that looking and feeling beautiful makes a person feel happier — a feeling every woman should experience every day.
The company was founded on a revolutionary product concept — the Beauty Bar — but over time, traditional Dove products were starting to be perceived as old fashioned and "not for me."
With this new line of personal care products, Dove wanted to change that perception, looking to move the needle from old to young, from heavy to healthy, from gloopy to vibrant.
Targeting women in their late 20s and early 30s — “exploring womanhood” — it was important that the name recognize and challenge issues associated with body image and unrealistic standards of beauty. More than updating a brand image, Dove wanted to express solidarity and support, encouraging and allowing young women to be true to themselves, comfortable in real reality — not the Photoshopped "perfect" version.
Dove Go Fresh
The word go speaks to movement in a direction or toward a goal; of forward progress; of energy and vibrancy; use of a verb in a name is active, empowering, and motivating
The word fresh has several relevant associations:
• New; newly made; recently arrived; not previously known; excitingly or refreshingly different
• Natural, pure and wholesome; not preserved, aged, or processed, not stale or spoiled
• Youthful and healthy looking; alert and full of energy
• Brisk, vigorous; pure, cool, refreshing
• Bold, cheeky, flirty, forward
• Slang term meaning exciting, appealing, great
Notions of a new, fresh direction for Dove; of a new, fresh routine of body care; and of an empowered, bold way to live life
Simple and straightforward, like Dove, but playful, dynamic, and sparkling to set the tone for the next generation
As Fresh as you Feel
The natural ingredients are vibrant and fresh. The scents and textures are exhilarating and fresh. The way you feel when you use them is beautiful and fresh.
And the way you meet life is bold and fresh — sassy, flirty, sensual, playful, confident; one with who you are and how you are.
From the beginning, Dove has always celebrated real women at the heart of everything the brand does and believes. In a world in which girls are too often held back by low self-esteem and anxiety about their looks, Dove's social mission is to ensure that the next generation grows up enjoying a positive relationship with the way they look, and to help them reach their full potential in life.
The Dove Self-Esteem Project (DSEP) was launched in 2004 with programs aimed at building young people's body confidence and strengthening their sense of self-worth. Today, Dove is the largest provider of body-confidence education in the world.
Great brands evolve over time. While core values stay the same, the expression of brand messaging has to keep up with the times. The simplicity, breadth, and empowerment of Go Fresh works not only as the name for the product line, but as a beacon of Dove's overall brand promise, and as a rallying cry for this generation.