Unilever’s Dove brand has overhauled its body wash range with the introduction of a new plant-based formula and the addition of a hypoallergenic variant.
The new formula is claimed to deliver superior skin deposition by removing oils without damaging the skin barrier. Made with a blend of three skin conditioners and gentle cleansers, the moisturising formula is said to help the skin produce new lipids and ceramides, addressing the care need within the female shower category.
Dove is also extending its portfolio with the launch Dove Derma Hypoallergenic Care Body Wash, following research that revealed 94% of UK women had a dry skin condition. The new Body Wash, which addresses the specific skincare needs for dry and sensitive skin, is fragrance-free, absent of any potentially irritating ingredients, and has been tested to relieve dryness.
The rollout of the new formula is part of Unilever’s wider sustainability strategy, which looks to make sustainable living commonplace and is expected to be a key purchase driver for shoppers moving forward. Packaged in Post-Consumer Recycled material (PCR) plastic bottles, Dove Body Wash is now certified by PETA as both cruelty-free and vegan.
Chris Barron, General Manager Personal Care Unilever UK&I, said: “Having grown in value sales by 12.3% in the last year, we’re always listening to what our customers want and developing products that suit their needs. We’re confident our new plant-based formula and hypoallergenic offering will continue to drive growth for us and the category. Not only does the revamp tap into the growing demand for plant-based and cruelty-free products, but it’s also a superior offering – providing shoppers with ultra-moisturising skincare.”
To support the launch, the brand is investing £4m as part of a an ATL multi-media campaign, set to go live in July, across all channels, including social, influencer, out-of-home and in-store activity.
