To create an emotional bond with Dove Women, we offered them practical and entertaining advice for enriching their minds and bodies. Our content focused on the concept 'uruoi', Japanese for moisturised, and expanded its meaning to include enrichment of one's life. We designed a dimensional mailing with four content sections: 'Dove Women' interviews, health and beauty tips, lifestyle ideas and product stories. Its all printed loose-leaf style so that the prospect can file save her favourites. A detailed questionnaire requested more specific personal information in exchange for small premiums, such as a pot pourri sachet or a set of mini floating candles.

Our objective was to build a customer database and learn how to communicate with our most valuable customers, so the response rate was our most important measure of success. The package was sent to 71,000 women in March 2003 and scored a return rate of 12.8%. Similar-sized mailings in June and September 2003 earned response rates of 9.4% and 16.4% respectively. Based on the response surveys, generally 50 to 65% of the women said the content was interesting or useful, and more than 30% said they liked Dove more.