Unilever is to relaunch its Dove and Lynx titles this month, two of its most successful brands. Both brands will receive a new, revamped look with a more contemporary feel and improved formulations in a bid to encourage cross category spending. To attract and appeal to new and existing customers, it will launch two TV advertising campaigns funded by a combined support package of £19m. Online and in-store promotions are also set to appear throughout the year.
Amy Richards, Dove brand manager, claims that the relaunch will help to position Dove as the female beauty brand. “Aligning our range will help consumers discover a new beauty regime by encouraging them to trade up to moisturising formats, whether they be deodorant, bars, body wash or skin care,” she says.
Mike Gill, Lynx brand executive at Unilever, adds that the new formulation will generate more interest in the brand, thus attracting new users and further expanding the category.