{"id":1109,"date":"2025-04-08T14:27:52","date_gmt":"2025-04-08T12:27:52","guid":{"rendered":"https:\/\/www.ciclikcircular.com\/bye-bye-dove\/"},"modified":"2025-05-13T16:46:00","modified_gmt":"2025-05-13T14:46:00","slug":"bye-bye-dove","status":"publish","type":"post","link":"https:\/\/www.ciclikcircular.com\/en\/bye-bye-dove\/","title":{"rendered":"Bye Bye, Dove"},"content":{"rendered":"
\"\"<\/div><\/div><\/div><\/div><\/div>
[vc_custom_heading source=”post_title” font_container=”tag:h1|text_align:left” use_theme_fonts=”yes”]
<\/div>

Marta, the Determined One, walks into her neighborhood supermarket.\u00a0 She only wants to buy a couple of things.\u00a0 She goes straight to the point, like always.
\nShe\u2019s about to head to the checkout when she sees Valeria.<\/p>\n

They live close to each other, but Marta lives in a normal flat, and Valeria lives in a gated community with a swimming pool, gardens, and a paddle tennis court.\u00a0 Their kids have been friends since preschool.<\/p>\n

To Marta, Valeria is one of those women who always seem to have extra time and money to do everything perfectly.<\/p>\n

She looks at her from head to toe.\u00a0 Camper Pelotas shoes<\/em>, baggy harem pants, a no-iron t-shirt, \u201cwrinkles are beautiful\u201d style…. Ufff!\u00a0 That elegant but effortless style!\u00a0 That amazing body…<\/p>\n

Marta feels small.<\/p>\n

Suddenly, she sees Valeria raise her arm, phone in hand, and it\u2019s pretty clear her armpit is not shaved.\u00a0 He, he, he\u2026 Marta feels empowered and gives a little smile, while one clear word pops into her mind:<\/p>\n

ECOPOSH.<\/strong><\/p>\n

——————————————-<\/span><\/p>\n

“Hi!”<\/p>\n

“Maaaarta!”\u00a0 Valeria greets her excitedly.\u00a0 “How are you?”<\/p>\n

“Super good.\u00a0 And you?\u00a0 Taking pictures of a sausage?”<\/p>\n

“Nooo,\u00a0 I’m scanning the barcode to check if it has nitrites.”<\/p>\n

“What?”\u00a0 Marta doesn\u2019t know what to say and feels like a balloon deflating.<\/p>\n

“It\u2019s an app.\u00a0 It tells you the quality of the products.\u00a0 Look, I’ll show you how it works.”<\/p>\n

Valeria comes closer and, without asking, puts her hand into Marta\u2019s basket. She pulls out a bar of Dove soap.<\/p>\n

“For example, this…” she scans it and says,\u00a0 “Look, 50 out of 100!\u00a0<\/strong> Just barely passed \u2014 nothing special.”<\/p>\n

Marta feels a sting in her pride. Nothing special?\u00a0 Excuse meee?\u00a0 She takes a deep breath and starts talking, trying to stay calm.<\/p>\n

“I’ve been using Dove since I was 20,” she answers.
\n“And do you know why? Because I loved seeing real women in their campaigns \u2014 women of all ages and colors, in their bra and panties, showing their rolls, instead of the usual models, beautiful and ridiculously perfect. It touched me, honestly. Since then, I always use it, and it leaves my skin super so…”<\/p>\n

“Yessss,” Valeria cuts in, “it was the Real Beauty campaign<\/strong> \u2014 sooo good! It was a before and after in the world of advertising. It helped lots of women like you make peace with their bodies.\u00a0 A new paradigm, really.\u00a0 They created it after discovering in a study that only 2% of women felt beautiful.\u00a0 Crazy, right? That’s why it made sense to you.”<\/p>\n

Marta\u2019s face turns red with anger while Valeria keeps talking, lost in her own speech.<\/p>\n

“But don\u2019t trust them too much:\u00a0 They do greenwashing too.\u00a0 Look, the Unilever group, the one that owns Dove, also sells soaps under other brands to lighten African women\u2019s skin.\u00a0 Here it\u2019s all about real beauty and sweet talk, and in Africa, they sell whitening creams.\u00a0 So nice, right?<\/p>\n

Why the fuck do I care about what they sell in Africa?\u00a0 Marta thinks, biting her tongue.\u00a0 She feels like telling her a thing or two, but all she feels is anger, and she has no real arguments.\u00a0 And on top of that, this eco-posh girl knows everything.<\/p>\n

Valeria goes on, “And another thing,” she adds, bringing the soap closer to her nose, “this smells like laundry detergent \u2014 it\u2019s full of synthetic perfumes.”<\/p>\n

“I LIKE IT, OKAY?\u00a0 IT SMELLS CLEAN!” Marta cries out at the top of her voice.<\/p>\n

Silence…<\/p>\n

Then Valeria smiles, digs into her bag, and pulls out a small piece of soap wrapped in tissue paper.\u00a0 She holds it out to Marta.<\/p>\n

“Here.\u00a0 A friend of mine makes these soaps.\u00a0 They sell them at the herbal shop on the corner. I always carry one to make my bag smell nice. Smell it.”<\/p>\n

Without time to react, Marta sniffs it.\u00a0 It reminds her of something, but she can\u2019t quite figure out what.<\/p>\n

Valeria gently slips it into Marta\u2019s shirt pocket.\u00a0 Marta doesn\u2019t know whether to thank her or wring her neck.<\/p>\n

“Take care, Marta,” says Valeria, with that perfect smile.<\/p>\n

“You too,”\u00a0 Marta replies.<\/p>\n

Marta pays for her shopping with her usual Dove soap, but she feels confused.
\nThat woman… that tone… that unshaved armpit…<\/p>\n

———————-<\/p>\n

Three days later, at home and feeling calmer, she finds the piece of soap in her pocket.\u00a0 She smells it absentmindedly.\u00a0 A memory pops into her mind:\u00a0 Rosemary, lavender, lemon.\u00a0 Mediterranean plants! Summers in Alicante.\u00a0 La Casa de los Limoneros…<\/em><\/p>\n

She sighs.\u00a0 She gets up, walks to her son\u2019s bathroom, and leaves the DOVE soap there.\u00a0 In that simple gesture, without even thinking about it, something has changed.<\/p>\n

A new conviction starts to grow inside her:\u00a0 Now Marta wants those handmade soaps,<\/strong> even if they cost more, even if she feels unfaithful… and despite Valeria.<\/p>\n<\/div><\/div>

<\/div>
\"\"<\/div><\/div>
<\/div>

TEST A<\/strong> \/ HOW CIRCULAR ARE YOU?<\/p>\n<\/div><\/div>

<\/div>

A1. PRODUCT CIRCULARITY<\/strong><\/p>\n

Dove has taken some isolated steps, but it\u2019s still far from closing the loop.
\nFor example, the biodegradability of its formulas is variable, and in many cases, it doesn\u2019t reach the ideal level.<\/p>\n

(Dove doesn\u2019t provide any data on percentages.)<\/p>\n

Just patching things up!<\/strong><\/p>\n<\/div><\/div>

40<\/p>\n<\/div><\/div><\/div>

<\/div><\/div>

A2. PACKAGING<\/strong><\/p>\n

The 3Rs are applied only partially.<\/p>\n

Their bar soaps come in recyclable, plastic-free packaging, and the packaging for their more “sustainable” line is reusable \u2014 you refill it with concentrated soap and water.<\/p>\n

The rest of their products don\u2019t follow these standards.<\/p>\n

(Dove doesn\u2019t provide any data on percentages.)<\/p>\n

Still patching things up!<\/strong><\/p>\n<\/div><\/div>

40<\/p>\n<\/div><\/div><\/div>

<\/div><\/div>

A3. BIODIVERSITY<\/strong><\/p>\n

Two controversial issues.
\nFirst, the use of palm oil which, even if certified, still raises concerns about deforestation and the loss of natural habitats.<\/p>\n

And second, not all of their formulas are biodegradable and could end up affecting aquatic ecosystems.<\/p>\n

(Dove doesn\u2019t provide any data on percentages.)<\/p>\n

Careful, careful!<\/strong><\/p>\n<\/div><\/div>

30<\/p>\n<\/div><\/div><\/div>

<\/div><\/div>

A4. CARBON FOOTPRINT<\/strong><\/p>\n

Energy optimization in factories and the use of recycled materials in some packaging are Dove\u2019s actions to reduce CO\u2082 impact.<\/p>\n

Unilever promises carbon neutrality by 2030, but it doesn\u2019t publish specific data or independent certifications.<\/p>\n

A little makeup here, a little makeup there.<\/strong><\/p>\n<\/div><\/div>

30<\/p>\n<\/div><\/div><\/div>

<\/div><\/div>

A5. SOCIAL<\/strong><\/p>\n

Their Real Beauty<\/strong> campaign and the Self-Esteem Project<\/strong> have had a wide reach and a very positive, transformative impact on self-esteem, inclusion, and diversity for women and teenagers around the world.<\/p>\n

Bravo!\u00a0 Hats off to them.<\/strong><\/p>\n<\/div><\/div>

95<\/p>\n<\/div><\/div><\/div>

<\/div>

TEST B<\/strong> \/ \u00a0HOW WELL DO YOU TELL IT?<\/p>\n<\/div><\/div>

<\/div>

B1. BIOINSPIRATION<\/strong><\/p>\n

Dove encourages women to discover their real beauty, and that\u2019s inspiration from nature. \u00a0However, natural ingredients are scarce: between 60% and 80% are synthetic, and some of them are not biodegradable.<\/p>\n

They want women to be natural and authentic \u2014 but wash their faces with Paraffinum Liquidum.<\/p>\n

It doesn\u2019t make sense!<\/strong><\/p>\n<\/div><\/div>

50<\/p>\n<\/div><\/div><\/div>

<\/div><\/div>

B2. CONNECTION WITH USERS<\/strong><\/p>\n

Yes. Dove listens to and gives a voice to its audience. \u00a0It identifies real problems and turns them into the core of its storytelling. \u00a0It innovates with disruptive narratives and non-traditional advertising formats. \u00a0It\u2019s a benchmark in creating messages that generate a strong social and emotional impact.<\/p>\n

Bravo, bravo, bravo \u2014 well done!<\/strong><\/p>\n<\/div><\/div>

90<\/p>\n<\/div><\/div><\/div>

<\/div><\/div>

B3. DESIGN SIMPLICITY<\/strong><\/p>\n

Yes. \u00a0Dove\u2019s value proposition is twofold:\u00a0 First, soap with \u00bc moisturizing cream, and second, real beauty.\u00a0 Both ideas are communicated with clean, consistent designs that evolve without losing their identity.<\/p>\n

Two well-deserved medals coming right up!<\/strong><\/p>\n<\/div><\/div>

90<\/p>\n<\/div><\/div><\/div>

<\/div><\/div>

B4. TRANSPARENCY OR TRACEABILITY<\/strong><\/p>\n

Phew, I can\u2019t see clearly \u2014 my glasses must be dirty!<\/strong><\/p>\n

Seriously,\u00a0 Dove has faced criticism for its lack of details about specific practices in circularity and the environment.<\/p>\n

They talk about sustainability without showing concrete data.\u00a0 Will we have to wait until 2030?<\/p>\n<\/div><\/div>

40<\/p>\n<\/div><\/div><\/div>

<\/div><\/div>

B5. REGENERATIVE COMMUNICATION<\/strong><\/p>\n

The goal of regeneration is clear: beauty should be a source of confidence, not anxiety. \u00a0We already mentioned the Real Beauty campaign<\/strong> and the Self-Esteem Project.<\/strong><\/p>\n

But recently, Dove has also committed to not using AI<\/strong> to alter bodies or faces, and has created the Confidence Kit<\/strong> to help young people face the unreachable ideals of the digital world.<\/p>\n

Big applause from me!<\/strong><\/p>\n<\/div><\/div>

90<\/p>\n<\/div><\/div><\/div>

<\/div><\/div>
<\/div>

Ta-da!<\/p>\n

The moment of truth has arrived \u2014 let\u2019s see how these two scores interact.<\/p>\n

The Circulometer reveals thaaaat:<\/p>\n

HOW CIRCULAR ARE YOU? \u00a04,7<\/strong><\/p>\n

HOW WELL DI YOU TELL IT \u00a07,2<\/strong><\/p>\n<\/div><\/div>

<\/div>

47<\/p>\n<\/div><\/div>

72<\/p>\n<\/div><\/div><\/div>

<\/div>

Seems like there\u2019s a bit of a gap, right?<\/p>\n

(\u2026)<\/p>\n

Well, no need to panic \u2014 things aren\u2019t that simple. Let\u2019s look at it in more detail.<\/p>\n

Dove is a brand in transition<\/strong>. It\u2019s taking steps toward sustainability and stands out in its segment.<\/p>\n

Also leads<\/strong> with its social impact through Real Beauty campaigns that make an impact, connect emotionally, and set trends.<\/p>\n

But it also puts on some makeup<\/strong>, because there are inconsistencies and a lack of transparency when it comes to data about natural and biodegradable ingredients, packaging recyclability, and carbon footprint.<\/p>\n

Time to finish.<\/p>\n

As a conclusion, it would be strategic for Dove to move towards more natural and circular products, working not only on skin care and women\u2019s self-esteem, but also on the overall health of people and the planet.<\/p>\n

And that way, they could also avoid the painful bye-bye from loyal customers like Marta the Determined, who, without even meaning to, ended up buying local, handmade soaps at the herbal shop on the corner \u2014 all thanks to Valeria the Ecoposh.<\/p>\n

 <\/p>\n

See you next time!<\/p>\n

 <\/p>\n


\nDise\u00f1o Circular by<\/em> Mar\u00eda Oca\u00f1a<\/strong>
\nwww.ciclikcircular.com<\/span><\/a><\/p>\n

————————————-<\/p>\n

Sources:<\/p>\n

Unilever 2020 Sustainability Report \/ Yuka \/ Open Beauty Facts \/ Think Dirty \/ Greenpeace.<\/p>\n

Note:\u00a0 This analysis is based on public information and independent sources. \u00a0It represents the author’s personal interpretation and does not intend to make definitive judgments about the brand.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"[vc_custom_heading source=\"post_title\" font_container=\"tag:h1|text_align:left\" use_theme_fonts=\"yes\"]Marta, the Determined One, walks into her neighborhood supermarket.\u00a0 She only wants to buy a couple of things.\u00a0 She goes straight to the point, like always. She\u2019s about to head to the checkout when she sees Valeria. 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