Thumbstopping Beauty Biases

Info

ClientDove

EntrantMindshare

Year2023

CountryIndia

Achievements

GoldGoldBest Use of Data Award

GoldGoldBest Use of Mobile

GoldGoldBest Use of Technology

SilverSilverThe Creative Use of Media Award

Objectives

Indian beauty market has seen a rise in domestic D2C personal care brands that serve specific needs of Indian consumers. To sustain growth in a cluttered and price-sensitive market, it was imperative for Dove, an international leader, to achieve differentiation and loyalty by being more culturally meaningful to Indian women.

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