Unilever is hoping to fill a gap in the market for toiletry brands specifically tailored for the more mature man with the launch of its first male beauty range Dove Men+Care. 

The 12 strong range includes face and body wash to fight dryness with Micromoisture and a range of deodorants offering 24 hour protection feating 1/4 mosturiser. Prices range from £2.39 to £2.99.

Products will be packaged so that they are recognisably part of the Dove range but have more masculine in design and colour. The launch is being back by a £12m marketing investment including outdoor and press advertising, radio, online and PR as well as TV.
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