Dove DermaSpa is replacing the brand’s core range and fuses dermatological benefits with affordable pricing. The range includes three collections: Goodness3 body and hand creams; Uplifted+ skin firming lotions and serums, and Summer Revived self-tanning products. DermaSpa will be supported with a £5m marketing campaign comprising POS, in-store activation, PR and TV – set to air at the beginning of October. Featuring premium tube packaging, each collection is colour-coded.
Fiachra Moloney, marketing manager for Dove at Unilever UK, said: “Dove aims to encourage women to have a positive relationship with their bodies by offering indulgent experiences through pampering products that deliver superior care.”
Containing patented Cell-Moisturisers, derived from premium face moisturising technology, Dove DermaSpa is one of the most advanced innovations the brand has introduced to a hand & body care range to date, claims Unilever. Cell-Moisturisers provide optimum moisturisation to help strengthen and protect the body’s natural skin barrier[s], which leading dermatologists agree, is the most important requirement in a daily skin care product. The ground-breaking technology also delivers added beauty benefits such as a more even looking skin tone and younger looking skin, states the firm.
According to Unilever, the UK hand and body category is growing at 7.6%, but consumers are still having to make tougher choices with their budgets. “The new Dove DermaSpa range is designed to provide a truly different offering to anything in the current mass market channel that will not only get consumers excited about using hand and body skincare again, but will provide real value by offering them premium product experiences at an affordable price point,” claimed Moloney.