Dove Men+Care

In 2012, DOVE entered the men’s care category with the launch of the DOVE MEN+CARE range. In a market that is 63% male, only 7% of care products available were made for them and all players were communicating the same message the typical stereotype. Macho, stern and hard men. DOVE wanted to challenge the status quo and change the stereotype of what a real man should be. DOVE wanted to show the other side of men, the caring side of men.

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