Dial is the world’s first antibacterial soap which was developed by a meat-packing company, Armour and Company, in 1948. Today’s advertisements have morphed from the claim of “removing bacteria that CAUSE perspiration odor,” to helping women “embrace their inner beauty.” Their earlier advertisements would not fly today with the unscientific claims they make since no reliable research has been able to find a link between the ingredient hexachlorophene and germ protection. Dial has kept with their tradition of targeting women and asserting the NEED to smell amazing but has now expanded their market to include men, launched in 2006, and in the 1990’s, to children.
Between 1953 and the mid-nineties, Dial was the leading brand of deodorant soap in the U.S.A. and coined the slogan, “Aren’t you glad you use Dial? (Don’t you wish everybody did?)” Switching their brand message to “helping women to enhance their inner beauty,” Dial soap focuses on the the product’s properties of being able to hydrate and moisturize the skin.
Advertisements for Dial can be found in most magazines that are targeted towards women and moms: Better Homes and Gardens, In Style, and Women’s Day. I happened to find this advertisement online, and all social media sites for the company can be found here. As of February 2014, their new body soap was inspired by healthy food trends with vitamin boost and Greek yogurt. They claim that the products will, ” these new products will shower your skin with moisturizing nourishment.” I had to see what all of the hype was so I purchased my newest favorite product: Dial Triple Moisture body wash with the scent of shea, jojoba, and mango butter. For a brief moment when squeezing the deliciousness onto my hand, I am transported to a tropical island, or a tanning booth, or anywhere but cold Minnesota. Upon opening my eyes I realize I’ve gone nowhere but leave my shower happier none-the-less!
The featured ad in this blog post uses colors that are soothing and attractive to soap buyers. According to the website Color Wheel Pro, “Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money. Green has great healing power. It is the most restful color for the human eye; it can improve vision. Green suggests stability and endurance. In heraldry, green indicates growth and hope. Green, as opposed to red, means safety; it is the color of free passage in road traffic.” Who knew so much could be conveyed with just a color?! The graphic of flowing and splashing water also gives it a fresh, clean, and alert vibe.
The only part of the ad that doesn’t do it for me is the look on the woman’s face. Is she scared? Is she hiding something? Is she trying too hard to be mysterious? Either way, I don’t want my soap to be frightening or something I have to wonder about. I simply want to flip open the top and enjoy, as best as I can, my morning routine that is now enhanced by the scent of a tropical fruit salad.