Dove, the leading body wash brand in the UK, has unveiled a revamped product portfolio for 2024, headlined by the launch of Dove Advanced Care, its most advanced range to date. This new offering is the culmination of nearly a decade of research and development aimed at addressing evolving consumer skincare needs.
Charlotte Alexander, Dove Skin Cleansing Brand Manager, explains that the new tiered range is designed to cater to the top consumer demands in skin care. The advanced technology used in these products is expected to drive significant growth in the category.
Dry skin remains the primary skin concern among UK consumers. Extensive qualitative research by Dove identified two main consumer groups with distinct moisturizing needs: ‘Enhanced moisturisation seekers’ and ‘Gentle care seekers.’
The ‘Enhanced moisturisation seekers’ are consumers who prioritize their skin care and are open to upgrading to superior products that offer long-lasting, effective moisturization. For this group, Dove developed the Advanced Care body wash range, which offers superior moisture performance and an option to trade up from their current products.
The ‘Gentle care seekers’ focus on gentle, non-stripping cleansing. Research indicated that nearly one-third of consumers (31%) were dissatisfied with the gentle skin care provided by their current body wash. In response, Dove enhanced its Classic Care range to deliver the gentle skincare that consumers expect from the brand.
Innovation in the body wash category has always been a priority for Dove. The new Dove Advanced Care Body Wash, developed over nine years, features the pioneering MicroMoisture Technology. This patented technology offers 24-hour lotion-soft skin and actively renews the skin’s moisture from within, supporting the skin’s natural renewal processes for long-term hydration rather than a temporary moisture boost. Additionally, the range includes Dove’s Directly Esterified Fatty Isethionate (DEFI) technology, ensuring a gentle yet thorough cleanse that is as mild as water.
Both the Dove Advanced Care and Dove Classic Care body washes boast over 92% biodegradable formulas, are PETA Approved Vegan, and are packaged in 100% recycled bottles.
This significant launch is set to transform Dove’s Body Wash portfolio, reinforcing its market-leading position. The premium Dove Advanced Care Body Wash range offers consumers more choice in-store and the opportunity to trade up for superior moisture performance. Meanwhile, the Classic Care range continues to provide the gentle care for which Dove is renowned.
The Dove Advanced Care Body Wash range includes 10 variants, featuring nine familiar favorites such as the Deeply Nourishing variant. The Classic Care range is available in four variants: Hydrate, Velvet Glow, Fruity Nourish, and Gentle Pamper.
Dove is backing the new portfolio with a substantial £10 million media campaign running from May to September 2024. This campaign will feature a new TV advert, social media, and out-of-home (OOH) activations. Dove is also collaborating closely with retail partners to amplify the launch in stores, focusing on consumer education about the benefits of investing in superior body wash through effective merchandising and point-of-sale (POS) materials.
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