Dove unveils new tiered body wash portfolio

Published: 15-Jul-2024

Dove, the UK’s number one body wash brand, has unveiled a new, tiered portfolio, led by the launch of its best body wash range to date - Dove Advanced Care Body Wash

Dove’s latest innovation and launch of a tiered model is backed by nearly a decade of R&D work to meet the top consumer skin-care demands, with the superior technology expected to premiumise the category and drive sales.

Dry skin is the number one skin problem that UK consumers face7 and this shaped the product development. Dove undertook extensive qualitative research which identified two distinct consumer groups that had differing moisturising needs - ‘Enhanced moisturisation seekers’ and ‘Gentle care seekers’.

‘Enhanced moisturisation seekers’ actively look for ways to care for their skin and are willing to upgrade to more superior products that offer long-lasting, effective moisturisation. The Dove Advanced Care body wash range was created with them in mind, giving the option to trade up for superior moisture performance.

The other consumer group were the ‘Gentle care seekers’. These consumers are looking for kind, non-stripping cleansing. With just under one third of people (31%) unhappy with the level of gentle skin care their current body wash provides, the Dove Classic Care range was upgraded to provide even greater gentle skin care benefits that Dove is known and loved for.

Charlotte Alexander, Dove Skin Cleansing Brand Manager at Unilever, said: “The premium innovation of Dove Advanced Care Body Wash will give shoppers more choice in store, whilst consumers will still be able to get our renowned gentle care through the Dove Classic Care range, which has been given a fresh look and feel, and an updated formula.”


7 - CMI W&B HA Insights Report 2023

You may also like