It was decided by Dove to target and diversify an entire diverse demographic altogether i.e. men. This is due to the fact that one of the subsidiaries of Unilever named Axe was in this market already (targeted towards males of the age group 24 and below). It was decided by them to head for the demographic that is more mature i.e. the age group 24 – 54. Specific psychographic variables like lifestyles, and motives and behavioristic variables such as sensitivity towards price and benefit expectations are targeted by Dove further in this particular demographic through the use in an intuitive manner of competitive pricing and campaign of “Real Moments.”