Dove was developed in the United States as a non-irritating skin cleaner for pre-treatment use on burns and wounds during World War II. In 1957, Dove bar reformulated as a beauty soap bar. In 1970s, the company launched promotional campaign for shop’s mildness as found in the study that Dove to be milder than 17 leading bar soaps. Through the years, Dove has expanded its product line to body wash, facial cleansers, moisturizers, deodorants and hair care products. In 2005, Unilever’s Dove product line revenue reached $3 billion. However, even though these events make Dove appear as a flawless brand, both Dove’s sales and market share were dwindling and the competition remains on the rise. Thus, under the management of Kerstin Dunleavy, a re-launching of the brand was in order to bring Dove’s beauty products to the next level. Within this document, a detailed look at Dove’s positioning before and after the re-launch is given, as well as investigating and identifying opportunities within the marketing arena and making recommendations for the next phase of the re-launch titled “Campaign for Real Beauty.”…