Dove overhauls body range backed by £1.5m marketing push

Unilever-owned skincare brand Dove has overhauled the packaging for its Dove Body range, as it looks to "simplify" and "streamline" the brand for consumers, backed by a £1.5m marketing push.

Dove Body range: simplified for consumers
Dove Body range: simplified for consumers

The brand, which last month released a series of ads that took a stand against the use of digital retouching to create a false representation of reality, is introducing a new strapline for the range, claiming to be: "The lotion with nutrients that last 10 days."

The new pack design is supported by a £1.5m marketing spend on TV, outdoor, in-store, PR and digital activity that uses the new strapline and runs under the Dove masterbrand "campaign for real beauty".

Unilever is also extending the 400ml packs within the Dove Body range to meet consumer demand for larger bottles and their added value for money.

In-store activity will call consumers to "Discover the difference" of the new range.

Ali Fisher, marketing manager for Dove at Unilever UK, said: "The new and improved Dove Body range features the same great Dove products, but with a new look, new recommended retail pricing tiers, fewer variants and a new set of 400ml pack sizes – making it more appealing to shoppers and more efficient for retailers."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).