Dove offering elevates the personal care category
PERSONAL care brand Dove is set to elevate the premium offer in the personal care category with the launch of its new Body + Mind serum body wash range.
The innovation marks Dove’s latest entry to the fast-growing premium body wash segment with the brand’s first ever serum body wash format. A serum body wash is a more advanced cleansing formulation with more active skincare ingredients that nourish, hydrate and treat the skin.
Available in stores across grocery locations, the new range is designed to encourage a trade up from shoppers and transform everyday showers into a more luxurious cleansing opportunity.
The NPD offers consumers a choice of three different scents consisting of: Jojoba Oil & Coconut Milk, Dragon Fruit & Primrose and French Lavender & Oat Milk. Each variant comes in a 350ml bottle with an RRP of £5.95.
To amplify consumer awareness for the newcomers, the launch will be supported by a £5million social-first media campaign built around ‘Shower on. Stress off’ with a light-hearted take on how showering with Dove Body + Mind can help to take the mind off of everyday stresses.
Libby Shiel, Dove skin cleansing & masterbrand marketing manager at parent firm Unilever, said: “By offering superior skincare benefits and a spa‑like experience at home, the Dove Body + Mind serum shower body wash represents a significant step forward in premium body care and helps us engage a new demographic of shoppers.
“We have drawn on strong consumer insight, including the rise of the ‘spa shopper’ and Gen Z’s interest in more elevated self‑care, to create a product that not only cleanses but also treats the skin. It delivers clear beauty benefits along with a mood‑boosting experience.
“This launch is an opportunity for retailers to drive category growth by offering consumers a reason to trade up for more benefits that nourish both body and mind. Supported by an impactful social-first media campaign targeting Gen Z and building on Dove’s status as the most loved skin cleansing brand, this range is poised to attract new, discerning shoppers and reinforce our commitment to innovation.”
