Dawn Hand Renewal with Olay Beauty Beautiful Dishes, Beautiful You

Dawn Hand Renewal with Olay Beauty Beautiful dishes, beautiful you.

Creative Media Writing

Sammi Abendroth, Bayley Baker, Emily Clanton, Cassie Nichols, Reilly Peuser Executive Summary

The research in this report was gathered and compiled by Bayley Baker, Reilly Peuser, Emily Clanton, Sam- mi Abendroth, and Cassie Nichols. The purpose of this report is to further understand the Dawn Hand Renew- al Dishwashing Liquid product with Olay Beauty and help predict changes and possible improvements to the product and its advertising message. These changes could potentially garner a larger profit for the company in regards to this specific product.

All research studies were conducted by the researchers using textual analysis. Throughout our research, we gained a greater understanding of the advertising message behind Dawn Hand Renewal and how Dawn consumers interact with the product. This research report provides an overview of the industry, the company, the product, product features and benefits, direct and indirect competitors, product advertising, and the future of the product.

02 Executive Summary Table of Contents

Cover Page...... 01

Executive Summary...... 02

Industry Overview...... 04

Product Overview...... 06

Company Overview...... 08

Feature & Benefits...... 11

Direct & Indirect Competitors...... 12

Advertising...... 13

Advertising Message...... 19

The Future of Dawn Dish Soap and Advertising...... 24

References...... 26

Image References...... 29

03 Industry Overview

The industry Dawn falls into is “Soap and Detergent Manufacturing.” The total profit for this industry over the past three years was roughly $206 billion. Trends indicate that this number will continue to increase (“SWOT Analysis of P & G,” 2015).

Dawn is the best-selling brand of dishwashing liquid in the United States. Because of this, Dawn is often viewed as the “benchmark” for dish soap standards, or the top competitor. Dawn dominates its specific market in terms of revenue and brand loyalty (“Soap & Other Detergent Manufacturing Industry Profile,” n.d.).

The industry has been challenged by foreign competitors that offer lower prices. The leading exporters of the industry are China, Germany, Malaysia, the Unit- ed Kingdom, and the United States. A driving factor in the sales of the soap industry are the growing fami- lies throughout the world. Another would be economic growth because as the economy gets better, the more consumers are willing to spend (“Soap & Other Deter- gent Manufacturing Industry Profile,” n.d.).

04 Industry Overview

The United States soap industry is very oligopolized, meaning the market is dominated by only a few leading companies. The top 50 companies in the country gen- erate 90 percent of the total sales in the industry. The large companies are willing to spend big bucks to stay on the top of the industry. Household items sales, which includes dishwashing soaps, are half of the industry's total sales (“Soap & Other Detergent Manufacturing In- dustry Profile,” n.d.).

05 Product Overview

Dawn Hand Renewal Dishwashing Liquid Dish Soap with Olay is a product with a proposed dual purpose: to clean dishes and to maintain moisturized and soft hands. Dawn claims the product rinses clear and leaves dishes sparkling. Dawn also claims that users of the product can expect to experience softer feeling hands after three uses (“Dawn Hand Renewal Dish- washing Liquid,” n.d.).

The dishwashing liquid is housed in a plastic bottle. The color of the liquid is dependent on the scent. The available scents include Pomegranate Splash, Cucum- ber Melon, Lavender Silk, Tropical Shea Butter, and Peach Almond. (“Dawn Ultra Hand Renewal Pome- granate Splash Scent Dishwashing Liquid,” n.d.) The bottle is designed to be held and gripped by the user’s hand(s) with small indentations in the plastic. The sticker attached to the bottle features both Dawn and Olay’s signature logos. The plastic cap of the bottle dispenses the product when pressure is applied to the lower half of the bottle.

06 Product Overview

Dawn Hand Renewal Liquid Dish Soap with Olay is available for purchase at the following retailers: Walmart, Kmart, Sears, Jet.com, Overstock.com, ShopFoodEx.com, Rainfall.com, Shop.com, Target, Staples, Walgreens, CVS, Amazon, Dollar General, and Sam’s Club (“Dawn Ultra Hand Renewal Pome- granate Splash Scent Dishwashing Liquid,” 2017). The price per bottle varies depending on both the re- tailer and the number of ounces per bottle. The stan- dard 18 fluid ounce bottle retails for $2.79 at most commercial retailers (“Dawn Ultra Hand Renewal Pomegranate Splash Scent Dishwashing Liquid,” 2017).

Dawn Hand Renewal - Scent Variations, n.d.

07 Company Overview

Dawn is a brand of dishwashing liquid owned by Procter & Gamble. Dawn began in 1973 when researchers dis- covered that their customers wanted a dishwashing liquid that was gentle on the hands. Dawn claims that it was the first of its kind to be able to clean through grease while remaining gentle. Dawn Hand Renewal with Olay is also the first dish soap to claim it beautifies the hands (“Investors: P&G 2016 Annual Report,” n.d.)

Dawn dish soap is well-known for its grease-cutting capabilities in both the home and in wildlife rescue efforts. Over the past 30 years, Dawn has been used to clean over 75,000 aquatic animals affected by oil spills (“Dawn Takes Off the Rubber Gloves,” n.d.). Dawn is the #1 best-selling brand of dishwashing liquid in North America. It dominates the market with its relatively wide range of products in conjunction with a household name (“Dawn Dishwashing Liquid Ex- plained,” 2017).

Multiple Dawn products and product lines preceded Hand Renewal. Dawn first released the original “blue Dawn” in 1976.

08 Company Overview

It was later taken off the market in 1996 to be replaced by Dawn Ultra, the line which includes products such as Dawn Olay Hand Renewal and Dawn Free and Gen- tle today. After Dawn Ultra came Classic Dawn, which is also called Non-Ultra Dawn. As of 2016, the latest product line from Dawn is Dawn Platinum, which includes several products like Dawn Platinum Stain- fighter and Dawn Platinum Bleach Alternative. Dawn continues to expand its range to appeal to a wider va- riety of consumers and attempt to satisfy every dishwashing need (“Dawn Hand Renewal Dishwashing Liquid,” n.d.).

Procter & Gamble is Dawn’s parent company. The company began when William Procter and James Gamble became partners on Oct. 31, 1837, and put their soap and candle business on the map. The na- tion at the time was in financial distress, and the city of Cincinnati alone had 14 other soap and candle makers, indicating a competitive market. Despite this, Procter & Gamble opened up a shop on 6th and Main, only two blocks from the standing headquarters location today (“Birth of an Icon: DAWN,” n.d.).

09 Company Overview

Procter & Gamble’s mission statement is as follows: “We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper” (p. 1, “History of Innovation”, n.d.). Olay is also owned by Procter & Gamble, which likely contributed to the Dawn and Olay collaboration that is known as the Hand Renewal dishwashing liquid line. In 2016, Procter & Gamble collected a total profit of $65.3 billion. Annually, it spends most of its money on product improvements ($10 billion.) In 2016, most of its sales came from North America (44 percent) (“In- vestors: P&G 2016 Annual Report,” 2016).

10 Features & Benefits

11 Direct Competitors

Dawn Hand Renewal with Olay has many direct competitors in the specific dish soap industry, one being Palmolive Dish Liquid. Palmolive makes dish soap that is not marketed as being soft on the hands, but still claims to be tough on grease. Palmolive’s core values as a brand are: Caring, Global Teamwork, and Continuous Improvement (“Palmolive® Ultra Strength Dish Soap,” n.d.).

Another one of Dawn’s top competitors is Ajax Bleach Alternative Dish Liquid. Ajax is branded as having powerful cleaning capabilities, as well as staying at an affordable price point for consumers (“All Household Care Products,” n.d.).

Seventh Generation Natural Dish soap is another high-ranking competitor for Dawn products. It is known for its plant based and all-natural ingredients, attracting an alternative (“Seventh Genera- tion Dish Liquid,” n.d.). Indirect Competitors One of Dawn’s indirect competitors on the market is Finish Quan- tum Max Dishwasher Detergent Tablets. Quantum Max claims to be able to clean cloudy glasses and any water stains left behind. It also claims to deliver an amazing shine and cleanliness without prewashing. This is an indirect competitor because while Dawn Hand Renewal is a dishwashing liquid, Finish Quantum Max are in the form of tablets (“Finish® Finish® Gel Dishwashing Detergent,” 2016).

Oxiclean Dishwasher Detergent Paks is another major indirect competitor, also in the form of a tablet or pack. It claims to be able to clean off any resilient stains left behind by food (“Dishwashing | OxiClean™,” n.d.).

Another one of Dawn’s indirect competitors is Cascade Platinum Dishwasher Detergent. Cascade claims to be able to make a tough soap that gets rid of any grease, without water-staining dishes. None of the above competitors claim to “beautify” the hands like Dawn Hand Renewal with Olay does. In regards to the claim that it maintains skin’s moisture levels, Dawn Hand Renewal is the first of its kind in the realm of dishwashing liquids. (Lou, E, L, & E, 2017) 12 Advertising

The primary medium through which Dawn advertises Hand Renewal Dishwashing Liquid is television. Five TV advertisements for said product were analyzed in this report for research purposes. The earliest ads for Dawn Hand Renewal date back to 2008. The most recent ad was broadcast on television in 2017. Thus, the total advertising sample for this report spans nine years. The overall design of the ads often depended on the color of the dishwashing liquid being featured. For example, if the particular Hand Renewal scent being advertised was Pomegranate Splash, many of the tones in Indirect Competitors the ad were peachy or salmon-colored, correlating with the color of the liquid. If the liquid was blue in another ad, the color scheme would be cool-toned (Dawn Hand Renewal with Olay Beauty, 2009). The advertisements studied for this report were relatively free of text. They were geared heavily towards visuals and overall mood attempting to be portrayed. However, the Dawn logo was always featured, as well as the Olay logo, complete with their respective signature fonts. Often, the only text in the ads was on the dishwashing liquid bottles themselves (“Dawn Hand Renewal with Olay Beauty,” 2009).

13 Advertising All five advertisements were depicted as being modern. This is likely because Dawn wants to advertise Hand Renewal as a luxurious and “beautifying” product (00:28). For example, one ad takes place entire- ly in a kitchen. The kitchen is complete with stainless steel appliances, granite countertops, and porcelain dishes, suggesting modern and high-end aesthetic values (Dawn Hand Renewal with Olay Beauty, 2009).

Each of the five analyzed ads were 30 seconds in length. Thirty seconds is the typical amount of time al- lotted for a television advertisement spot. The majority of these ads did not utilize well-known music as an advertising tool. If music was used, it was generic and played in the background to avoid over- powering the on-screen dialogue or voiceover. The exception to this is the ad with the three women ac- companied by a talking blue sponge. This ad utiliz- es Spanish-sounding music to match the accent of the sponge’s male voice (Dawn Plus Hand Renewal, 2008).

14 Advertising Four of the five ads took place in a kitchen area, likely because the product being advertised is most com- monly used in the kitchen. The kitchens were different in each ad, but all seemed to share some common traits hinting at middle-class socioeconomic status and suburban lifestyles. Most of the ads took place during the daytime and utilized natural lighting. Three of the five ads only featured one actor, or rath- er, actress, and they were consistently white women (“Dawn Renewal with Olay Beauty,” 2012; “Dawn Hand Renewal with Olay Beauty,” 2009; “Dawn Dish Soap Makes Cleanup Easy,” 2015). In one ad, there is an animated talking sponge that is also voiced by a woman (“Dawn Hand Renewal with Olay Beau- ty,” 2009). In another, the animated talking sponge is voiced by a man with a Spanish accent (“Dawn Plus Hand Renewal,” 2008). In another, a couple is featured, both white and presumably in their twen- ties (Dawn Hand Renewal with Olay Beauty, 2009) (Dawn Dish Soap Makes Cleanup Easy - Anniversary Dinner, 2015).

15 Advertising

In one ad, the woman is a middle-aged, white fe- male. She does not seem to be wearing a wedding ring, which could be because she is doing the dishes or perhaps she is unmarried. No children are present. She has lighter brown hair styled in a low bun. She is wearing a gray sleeved shirt with dark pants. She has clear skin and a radiant complexion (Dawn Hand Re- newal with Olay Beauty, 2009).

In another ad, the woman is middle-aged, white, and has brown hair and eyes. She is wearing a green tank top with white capris, implying that it is either spring or summer and she is relaxing around her house. Her hair is in a ponytail, and she wears a ring on her left hand, indicating that she is likely married (Dawn Renewal with Olay Beauty -- "Beautiful Dishes, Beautiful You.", 2013).

In a third ad, a young married couple is featured. The woman has red hair and blue eyes and the man has brown hair, brown eyes, and a beard. She is wearing a red dress and he is wearing a blue button up shirt.

16 Advertising

Her hair is down and curled because they are trying to look nice for their anniversary (Dawn Dish Soap Makes Cleanup Easy - Anniversary Dinner, 2015).

In another ad, three white women are featured in ad- dition to a talking sponge narrated by a male voice. The three women appear to be in their thirties and are dressed in blouses of varying colors, accessorized with jewelry. They are all wearing their hair down and are constantly smiling, indicating friendship. The sponge looks upon the women and speaks of their physical attributes, specifically their hands, made soft and smooth by the dishwashing liquid (Dawn Plus Hand Renewal, 2008).

The actors and actresses in all of the ads share the common traits of being the stereotypical white and looking relatively relaxed, serene, and overtly happy to be washing their dishes. Dawn’s message is that the dish soap does the work for you, which is likely why the actors and actresses were instructed to look calm and make washing dishes look easy and enjoyable.

17 Advertising

Doing the dishes is typically not a chore most people enjoy, so the ads try to express actors and actresses defy- ing that stereotype.

The actors and actresses do not express much person- ality. In fact, they don’t talk at all. Most, if not all, of the dialogue in the ads comes from an unseen voice speaking over the footage. In two of the ads, an on-screen talking sponge narrates the ad (“Dawn Plus Hand Renewal,” 2008; “Dawn Hand Renewal with Olay Beauty,” 2009).

The roles that the actors and actresses play in the ads are not very diversified. They are all content homeowners who seem to enjoy doing dishes. They all have nice skin and hands. In fact, Dawn hired a hand model to star in one of the ads (“Dawn Renewal with Olay Beauty,” 2012). The action of washing the dishes with Dawn Hand Re- newal is the primary purpose. They are all conventionally good-looking by Western standards of beauty and they wear nice clothes (“Dawn Plus Hand Renewal,” 2008).

Well-mannered and pleasant people who live in nice homes, they are the type of people who Dawn wants to associate with its product.

18 Advertising Message

The message behind the ads varied slightly depending on what selling point they focused on. For example, one ad focused heavily on the “beautifying” (00:28) or hand-renewing properties of the dish soap by emphasizing the softness of the actress’ hands despite the cold winter weather outside her window (Dawn Hand Renewal with Olay Beauty, 2009).

One ad claims that Dawn Hand Renewal is capable of replacing hand lotion by featuring an actress with soft hands revealing her secret is actually the dishwashing liquid. This ad also emphasizes the idea that women should use the product to make their hands more attractive to men by utilizing a voiceover with a male voice admiring the woman’s soft skin (Dawn Plus Hand Renewal, 2008).

The ad with the couple emphasizes the grease-fight- ing and cleaning abilities of the liquid on dirty dishes. It is lighthearted and sweet, evoking a romantic tone to present the product in a positive light (Dawn Dish Soap Makes Cleanup Easy - Anniversary Dinner, 2015).

19 Advertising Message

The final ad depicts Dawn’s efforts regarding wildlife rescue efforts and oil spill clean-up. Dawn is well- known for their wildlife relief efforts. This ad taps into the viewer’s sentimental side and assures them that their money will go to a worthwhile cause should they purchase dish soap from Dawn (“Dawn Takes Off the Rubber Gloves,” n.d.).

The messages within the ads are often underly- ing and do not necessarily jump out at the viewer. As stated previously, very little text is shown, leav- ing the messages to be derived from the visuals as well as the voiceovers. The two taglines featured in the ads, “Dawn does more so it’s not a chore” and “Beautiful dishes, beautiful you,” are an exception to this rule (00:28, “Dawn Hand Renewal with Olay Beauty,” 2009).These messages are overtly spelled out for the audience.

The ads never tell the viewer where to purchase the product or information about the company. This is likely because Dawn is a well-known brand and a household name.

20 Advertising Message Advertising Message

Most people know where Dawn can be purchased and trust the brand’s name. These are struggles that a new brand of dishwashing liquid may have to tackle, but Dawn does not feel the need to do so.

The top three things the ads want you to know are that the product is Dawn Hand Renewal Dishwashing Liq- uid with Olay Beauty, it softens hands, and it cleans dishes. Firstly, we know the name of the product because it is shown and used in every ad. We know that it softens hands because several of the ads show women using the product and marveling at their soft hand skin afterwards, despite dirty dishes or cold weather. Thirdly, we know the product cleans dishes because it is dish soap, after all, and Dawn is known for its effective dish soap. Dishes can be seen being cleaned with ease in the ads.

The overarching message of the ads collectively is that the product has a dual purpose: cleaning dishes and softening hands. In this capacity, it does more than its competitors.

21 Advertising Message

It stands out as a luxurious line of dish soap and adds something interesting and different to the mun- dane task of washing dishes. Dawn uses white, upper-middle-class people against a suburban back- drop to show that its product is held to a upper level of living, and being able to live comfortably.

The ads are largely targeted towards middle-aged, middle-class white women. Dawn is targeting people who make enough money to consider themselves financially stable and live comfortably. The product is also targeted towards women who care about their physical appearance. For example, one ad claims your hands could be “so soft [and] so smooth” by using Dawn Hand Renewal.

22 Advertising Message Advertising Message

The tagline “beautiful dishes, beautiful you,” plays into this value similarly (00:28, “Dawn Hand Renewal with Olay Beauty,” 2009).

One ad features a male voiceover talking about how he finds soft hands to be very attractive on women (“Dawn Hand Renewal with Olay Beauty,” 2009). This tactic is assuming that women require male approval, and thus encourages women to improve the look and feel of their hands with the dish soap in order to appease men.

The stereotype of women doing the dishes in the household presents itself heavily in the ads for Dawn Hand Renewal with Olay. Every single ad focuses primarily on women, with the majority of them being shown physical- ly doing the dishes for a portion of the ad. A man is never once featured in a dishwashing capacity.

Dawn wants to attract women who have a positive atti- tude towards personal appearance. If someone doesn’t care about having soft skin or nice hands, they aren’t go- ing to be interested in Hand Renewal. Thus, Dawn’s target demographics are those who are perceived as valuing outward beauty and keeping up appearances.

23 The Future of Dawn Dish Soap and Advertising

Dawn continues to exploit the trope of women doing the dishes and yearning for male approval. One change that could be made to its advertising message is portraying women in a more independent light and nixing the idea of dependence on male approval. Perhaps women want their hands to be soft and beautiful for their own en- joyment, not for the sole purpose of being attractive to men. In today’s political climate, ads that depict women as strong and confident are typically well-received. Dawn has the opportunity to do this with its target demographic. Another change that could be made to Dawn’s advertising message is incorporating the image of men doing the dishes. Some consumers may consider Dawn sexist for only featuring women cleaning the dishes. House- hold chores are often evenly split between couples who live together. Men cleaning the dishes is not unheard of. Perhaps Dawn could emphasize the importance of men having soft hands and contributing to the daily tasks that make a home function. Dawn has the opportunity to flip the stereotype on its head and portray men and women as equals by including men in its ads.

24 The Future of Dawn The Future of Dawn Dish Soap and Advertising Dish Soap and Advertising

An untapped segment of the population that Dawn may want to include in its advertising message is elderly women. The ads primarily featured middle-aged women and younger. It is probable that elderly women also care about the state of their hands as they age, and may be interested in the “beautifying” properties of Dawn Hand Renewal in order to combat wrinkles and age spots. Dawn could benefit from directing an advertisement or two towards this demographic. Dawn may be failing to reach a broader range of consumers by utilizing television as their primary advertising medium. Social media and magazines are effective platforms through which advertising can be conducted that seem to be largely neglected by Dawn.

Dawn Hand Renewal - Scent Variations, n.d.

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