Dove has reformulated its entire body wash range.
Its new plant-based formula rolls out across the entire range and includes the addition of a new hypoallergenic body wash.
Packaged in 100% Post-Consumer Recycled material (PCR) plastic bottles, Dove Body Wash is now certified by PETA as both cruelty-free and vegan, featured front of pack, and appealing to the 85% of UK consumers who believe cruelty free personal care products are important.
Dove will also be extending its portfolio with the launch Dove Derma Hypoallergenic Care Body Wash, following research that revealed 94% of UK women had a dry skin condition, and 47% of those feel less beautiful and less confident as a result. The new Body Wash, which addresses the specific skincare needs for dry and sensitive skin, is fragrance-free, absent of any potentially irritating ingredients, and has been tested to relieve dryness in just one shower.
To support the launch, the brand is investing £4m as part of a an ATL multi-media campaign, set to go live in July, across all channels including social, influencer, out of home and in-store activity.
Chris Barron, general manager personal care at Unilever UK&I, said: “Having grown in value sales by 12.3% in the last year, we’re always listening to what our customers want and developing products that suit their needs. We’re confident our new plant-based formula and hypoallergenic offering will continue to drive growth for us and the category. Not only does the revamp tap into the growing demand for plant-based and cruelty-free products, but it’s also a superior offering - providing shoppers with ultra-moisturising skincare.”