Dove’s Purpose

From Unilever’s website about Dove:

Dove believes that beauty is not one dimensional; it is not defined by your age, the shape or size of your body, the colour of your skin or your hair – it’s feeling like the best version of yourself. Authentic. Unique. Real. We invite all women to realise their personal potential for beauty by engaging them with products that deliver superior care.

This is their WHY.

From the website, we learn what their WHAT and HOW is:

WHAT: body washes, hand and body lotions, facial cleansers, deodorants, shampoos, conditioners and hair styling products, all developed on the universal premise of real care
HOW: moisturisation

A great example of purpose-driven marketing

Our commitment to redefining beauty remains the same and we will continue to use ad campaigns as an opportunity to redefine beauty, challenge stereotypes and celebrate what makes women unique. In 2017, in celebration of Dove’s 60-year anniversary, we are renewing our commitment to women globally by launching the Dove Real Beauty Pledge, consisting of 3 vows: 1. We always feature women, never models. 2. We portray women as they are in real life. We do not digitally distort our images. 3. We are helping 40 million girls build self-esteem and positive body confidence.

Now that’s a brand taking a stand. And what a compelling social mission:

Dove’s social mission is to ensure that the next generation grows up enjoying a positive relationship with the way they look, to help them raise their self-esteem and realise their full potential.

Takeaways on discovering your purpose
There are two things we can learn from Dove about discovering and clarifying our own purpose.

  1. Dove mentions that women have always been their inspiration. What or who is your inspiration?
  2. Dove also mentions that their heritage is based on moisturisation. What is your heritage all about? What are your roots?