Unilever’s Dove brand has unveiled a new, tiered portfolio, led by the launch of its new Advanced Care Body Wash range.
Dove’s latest innovation and launch of a tiered model is said to be aimed at enabling the brand to premiumise and help drive category growth by bringing more care and benefits to consumers who have higher-order needs for their skin cleansing products.
The new Dove Advanced Care range was developed following extensive qualitative research, which identified two distinct occasion-based needs within the care segment: ‘Gentle Care Seekers’ and ‘Enhanced Moisturisation Seekers’.
With dry skin being the number one skin problem that UK consumers face, the brand found that ‘Enhanced Moisturisation Seekers’ are actively looking for ways to care for their skin and are willing to upgrade to products that offer long-lasting effective moisturisation. Dove’s new Advanced Care range was developed with this consumer in mind, giving them the option to trade up for “superior moisture performance”.
Over nine years in the making, Dove’s new Advanced Care Body Wash range harnesses the power of Dove’s new MicroMoisture Technology, which provides consumers with 24-hour lotion soft skin and actively works to renew the skin’s moisture from within. The body wash works with the skin’s natural renewal processes to regenerate the skin’s moisture long-term rather than just providing a temporary hit of hydration. Dove’s Advanced Care Body Wash range also continues to contain Dove’s Directly Esterified Fatty Isethionate (DEFI) technology, delivering a gentle yet thorough cleanse, whilst being as mild to the skin as water.
The new Dove Advanced Care Body Wash range (225ml – £3 / 400ml – £4.50) is available in 10 variants, nine of which consumers already know, including its most popular variant, Deeply Nourishing, and a new Rejuvenating Cherry 225ml variant that can be purchased exclusively in Tesco.
In addition to the launch of Dove’s Advanced Care range, Dove has also launched an upgraded version of its Classic Care range (225ml – £1.50 / 450ml – £2.50, 720ml – £3.50). The brand noted that ‘Gentle on skin’ is an unmet body wash need for just under one-third (31%) of consumers and this range, which has been engineered with a new formula and Dove’s DEFI technology, is said to offer consumers a gentle, non-stripping cleansing experience; perfect for the ‘gentle care seeking’ consumer. Dove’s Classic Care range is available in four variants, Hydrate, Velvet Glow, Fruity Nourish and Gentle Pamper.
Charlotte Alexander, Dove Skin Cleansing Brand Manager at Unilever, said: “This launch will completely transform our Dove Body Wash portfolio, meaning the market-leading brand is only going to get better. Dove Advanced Care is backed by nearly a decade of work from our research and development team, with the MicroMoisture Technology providing rich nourishment for 24 hours. This premium innovation will give shoppers more choice in store, whilst consumers will still be able to get our renowned gentle care through the Classic Care range, which has been given a fresh look and feel, and an updated formula.
“We’re working closely with our retailer partners so that we can amplify this exciting launch, as well as ensure consumers understand the benefits of investing more in their body wash through efficient merchandising and use of POS materials.”
The launch of Dove Advanced Care Body Wash across the grocery, health & beauty, and convenience channels will be supported by a media campaign running from May to September 2024 worth over £10m, including a new TV advert, social media content and OOH adverts, plus in-store activations.
