Product details

Unilever was the global market leader in mass skin care and deodorants and also held a very strong position in other home and personal care categories. In the personal care segment, it was known for brands such as Axe, Dove, Rexona, Ponds, Lifebuoy, Sunsilk and Vaseline. Dove, a master brand in the Unilever portfolio, had for years focused on delivering products that inspired women to enjoy their own beauty and individuality. Dove''s campaign for real beauty demonstrated the company''s commitment to the brand''s mission ''to make more women feel beautiful everyday, by widening today''s view of beauty and by inspiring women to take great care of themselves''. In 2010, venturing into newer areas seeking growth, the company launched Dove Men+Care range of products in the male grooming market. This comes in the wake of failed initiatives by Nivea and L''Oreal. These brands, which were traditionally considered as feminine brands, were not very successful when they launched male specific products. In such a scenario, will Unilever succeed where other players have failed? Will Dove''s male version of real beauty work?