In 1989, Dove was launched in Italy using the 'Conviction of Users' campaign, as well as the

Medical Programme arm of the brand, which shares research with dermatologists. Successful test
markets in France and Germany followed in 1990.
In 1991, Dove began its global roll-out and over the next three years, it was launched in 55 new
countries.
In 1991, a new advertising idea evolved from Dove's earlier litmus test campaign, using
objective evidence. Together with the 'Conviction of Users' campaign, it was adopted by nearly
all Dove's global markets.
In 1995, Dove took its first significant step outside the cleansing bar category with the US launch
of Moisturising Body Wash. In many expansion markets, body wash became an integral part of
Dove sales. Additional categories followed: deodorants in 1997; body lotions in 1998; and facial
cleansers in 1999.
In 1999, Dove was launched in Japan. Within one year, Dove Facial Foam achieved 16% market
share, taking over leadership from Bior.
In 2004, Dove launched the Campaign for Real Beauty across Europe, winning accolades
including British Television Advertising Awards. The campaign was then launched on all
continents.
In 2006, the Dove self-esteem fund was launched with the mission to touch the lives of one
million young people by the end of 2008.
Dove operates in 87 countries today.