Beauty & Personal Care

To creatively transform the global consumer perception of Dove, shifting its identity as a functional bar of soap to an authentic and inclusive global beauty brand. This required anchoring the brand in a disruptive new philosophy, that real beauty comes from within, to support a major expansion of the product portfolio and resonate with a new generation of consumers.

We led the strategic and creative transformation of the Dove brand, guiding its evolution from a singular bar of soap into a unified, beauty-first Masterbrand. Our team developed a cohesive 360° omnichannel experience, overseeing the rebrand design and development of the brandmark, packaging system, and portfolio architecture. This strategic framework supported the brand’s expansion into new categories -including body care, skin care, and hair care - as well as the successful launch of a new line targeted directly to men. The initiative was anchored by definitive global brand guidelines and a scalable visual design system, creating a platform that fueled rapid portfolio diversification and sustained category growth.

The strategic repositioning fundamentally reshaped the brand, transforming a $400 million soap business into a $5 billion global beauty icon. This new brand platform not only fueled unprecedented growth but also provided the brand equity required to successfully launch and scale across new categories.