Dove creates a three-step shave programme for men

Unilever brand Dove has released the Dove Men+Care Expert Shave range, featuring five skus devised to work in a three-step programme – pre-shave, shave and post-shave – similar to women’s cleanse, tone and moisturise routine.

The products are: Exfoliating Pre-Shave Scrub (US$22), Softening Pre- Shave Oil ($22), Smoothing Shave Cream ($22), Total Comfort Shave Cream ($26) and Intense Post-Shave Repair Balm ($26).

“The two shave creams contain high levels of moisturising ingredients that are clinically proven to offer superior moisturisation compared to competitor shave products on the market,” said Matt Kuznitz, scientist at Unilever. “We developed Expert Shave to be the most caring line of Dove Men+Care shaving products available.”

The company launched the new range at the Sundance Film Festival in Utah, where it set up a pop-up barbershop in the gifting suite, offering haircuts and cut-throat-razor shaves.

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