In a world where image is everything, Dove has managed to create a successful brand by targeting its advertising toward real women. Unlike other brands that rely on air-brushing and unrealistic body images, Dove celebrates natural beauty.
By understanding its target market, Dove has been able to create a brand that women can trust and feel positive about. But Dove’s market is not limited to women.
Dove also sells to men including products for men’s skincare, skin cleansing, antiperspirants, deodorants, and more. Likewise, it has products for babies.
In this article, we’ll review the Dove target market and understand what attracts them to this brand of personal care products.
Who is the Dove Target Market?
One of the best ways to understand the Dove target market is to understand why people select personal care products from Dove when there are other options available on the market for them.
By understanding consumers’ needs and motivations for purchasing Dove we can segment the market into individual segments and study each segment by itself.
Following a needs-based segmentation process, gives us the following segments of the Dove target market:
- People who are looking to improve their looks
- People who like smelling good and attractive
- People looking to relax and pamper themselves
- People who want to feel confident about themselves
- People who have sensitive skin
- Parents of newborns
- People who are looking for natural and healthy products
Let’s look closely at each of these segments.
#1. People who are looking to improve their looks
When people want to look better they will often turn to personal care products to help them achieve their desired look. Dove can appeal to this segment with its wide range of products that can help people to improve their appearance.
These people may be looking to improve their skin tone, reduce wrinkles, or just generally want to look younger. Dove has products that can help people achieve all of these things. These people are also likely to use cosmetics to achieve the same objective.
Dove can appeal to this segment of the market with its wide range of products that can help people to improve their appearance.
#2. People who like smelling good and attractive
In addition to looking good, people also want to smell good. Dove can appeal to this segment with its line of products that are designed to make people smell more attractive.
Dove products can help people to feel more confident and attractive. This is especially important for people who are looking to make a good impression on other people.
Smelling good and attractive is also important for the self-confidence of many people. They want to make sure that they are not offending other people with their body odor. Dove products can help them to feel more confident in social situations.
#3. People looking to relax and pamper themselves
Many consumers who buy Dove products are looking for a way to relax and pamper themselves. Dove’s line of products can help people to feel more relaxed and pampered.
Dove’s products can help people to feel more comfortable in their own skin. This is especially important for people who are under a lot of stress. Many people, after coming home from a stressful day at work, will take a Dove bath or use Dove products to relax.
Dove’s products can also help people to feel more pampered. This is especially important for people who do not have a lot of time to pamper themselves. Dove’s products can help them to feel like they are
#4. People who want to feel confident about themselves
Many people who use personal care products do so because they want to feel more confident about themselves. Dove’s products fall into this category by helping people feel more comfortable in their own skin.
This is especially important for people who are self-conscious about their appearance. Dove’s products can help them to feel more confident about their looks.
This could be by using Dove’s skincare lotions, moisturizers, or facial care products. Dove’s products can help people to feel more confident about themselves in a variety of ways.
#5. People who have sensitive skin
People with sensitive skin often have a difficult time finding skin care products that do not irritate their skin. As a result, they are often attracted to natural skin care products which are less likely to cause skin irritation.
Dove has a line of products that are designed for people with sensitive skin. People who need these products are a special segment of the Dove target market.
#6. Parents of newborns
Dove has a line of products called Baby Dove. As the name suggests, these products are designed for babies. Dove’s products can help to soothe, protect, and nourish the delicate skin of newborns.
Parents of newborns are always on the lookout for products that can help to make their lives easier. Dove’s products can help parents to care for their babies gently and effectively.
This segment of the Dove target market is interested in products for baby bathing, skincare and haircare.
#7. People who are looking for natural and healthy products
People who generally look for natural products in every aspect of their lives are also interested in natural and healthy skincare products. Dove has a line of products that are made with natural ingredients and are designed to be gentle on the skin.
This segment of the skincare market looks to avoid harsh chemicals and artificial ingredients. Dove’s products can help people to feel good about using them because they are made with natural ingredients.
Conclusion
The Dove target market can be segmented based on the reasons why people buy a Dove product instead of another.
People who are looking to improve their looks, who like smelling good and feeling attractive, and those who are looking to relax and pamper themselves are likely to buy a Dove product. Using a Dove product can also make people who want to feel confident about themselves.
People who have sensitive skin, as well as people looking for natural and healthy products, are likely to buy certain products from Dove.
Parents of newborns may also choose Dove products from their Baby Dove collection.