As of 2015, Dove promotes its shampoo as part of a "luxurious range of advanced nourishment solutions" for hair care. Since 2004, the Dove brand of body care products has focused its innovative marketing strategy on the "inner beauty" of everyday women.
Unlike most other body care brands targeted to women, Dove uses average-looking models and encourages healthy self-esteem for all body types. This strategy has popularized the Dove brand across its wide range of personal hygiene products including shampoo.
Dove is a leading brand of Unilever, a multinational consumer goods company. The Dove brand of bar soap was introduced in 1957 and originally promoted as a new, non-drying "beauty bar" that contained 25-percent moisturizing cream.