Dove has launched its first campaign in India to encourage consumers to perform daily cleansing rituals using its Beauty Bar soap.

The ‘Beauty begins with care’ campaign advert features a group of regular women who were taken to a spa and given a mystery beauty treatment using the Beauty Bar. The advert captures their positive reactions to the treatment and disbelief that it did not involve a high-end spa product. The advert ends with the slogan, ‘Dove is not a soap. It’s a beauty bar.’

Vikramjeet Singh, Global Brand Director at Dove, commented, “Dove believes that every woman has a personal potential for beauty, which she can achieve with products that deliver superior care. Dove beauty bar contains one-fourth moisturising cream that nourishes skin from inside so you look and feel beautiful outside.”

Aparna Santhanam, a yoga teacher who was invited to sit on an expert panel at the campaign launch event in Mumbai, commented, “There are a lot of beauty brands that are available to consumers right now, but I identify strongly with how Dove has created a niche for itself amidst all the noise. I agreed to work as a consultant with Dove mainly because of its unique proposition of superior care forming the foundation of beauty and the fact that beauty actually begins in the shower.”