Dove
Dove has been positioned throughout its history without referring to it as "soap", but as a "beauty bar" with one-fourth cleansing cream; they stress its moisturizing of skin while washing in contrast to the drying effects of regular soaps (which their advertising calls simply "soap").
Advertisements reinforced the message by Bossing the cream being poured into the beauty bar. In 1979, the phrase "cleansing cream" was replaced with "moisturizer cream". In 1979, a Pennsylvania dermatologist showed that Dove dried and irritated skin significantly less than ordinary soaps. As a result of this study, Unilever started aggressive marketing and won more than 24% of the market by 2003.