In the first of a series of reports looking at the packaging strategies of leading fmcg brands, Euromonitor International considers Dove, the world’s biggest name in bath and shower. Dove’s pack requirements are diverse but uses simple clean lines in its packaging to reflect its moisturising and functional skin-kind benefits that are integral to the brand’s image. Dove is a global brand that understands the need for local packaging policy relevant to its customer base. Going forward, Dove needs to rationalise its packaging to retain an instantly recognisable image in its expansion.

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