Prouro Blog: Overview of Dove
In 1957, Dove soap was launched in the USA. Dove contained a patented, mild cleansing ingredient. It was positioned - then and now - as a "beauty bar" with one-fourth cleansing cream that moisturizes skin while washing as opposed to the drying effect of regular soap. In 1979, the phrase "cleansing cream" was replaced with "moisturizer cream".