Dove and Axe are two personal care brands owned
by one of the major international food and beauty products company – Unilever. Both
brands were created in the second part of the twentieth century (Dove was founded in 1957,
while Axe in 1983)
with their product lines (body, facial and hair care) presented worldwide
nowadays.
Despite being in the same product family, Dove
and Axe have their very own market segments and target consumers. “Dove is
committed to building positive self-esteem and inspiring all women and girls to
reach their full potential” as written on their official website. On the contrary, Axe’s slogan says “Axe
helps guys look, smell and feel their best”.
Later on in this blog the overall market of personal care brands will be analyzed together with customers' perception of Dove and Axe. The philosophy of both
brands, their mission standing behind their respective slogans will be studied and all products lines will be compared. Dove and Axe’s marketing strategies together with consumers’ perception will be studied deeply.
Meanwhile, here are the most recent commercials filmed by Dove and Axe.
Picture Sources:
Text Sources:
AG
