Dove shifts from 'real beauty' to science

LONDON - Dove is to roll out a campaign focused on the science used to create its products, in a shift away from the brand's 'Campaign for Real Beauty'.

Dove is shifting from 'real beauty' to science
Dove is shifting from 'real beauty' to science

The brand's Dove Visible Effects range will be promoted using the image of a flower and raindrops intended to represent the products' three moisturising ingredients.

The ads, by Ogilvy, will break in May. They will explain how the products help to hold moisture at the surface of the skin.
Atoshi Ghosal, Dove's skincare expert, said the scientific knowledge behind the range took 15 years to develop and that it represented a major advance in skincare technology.

Brand owner Unilever engaged in its biggest consumer research project to date when creating the range. The products are aimed at the 43% of women who say they get dry skin, according to the findings.

Dove is also launching a creme body wash claimed to replenish the skin barrier. VisibleCare with NutrimMoisture is available in three variants and will also be marketed under the ‘Campaign for Real Beauty'.
Both ranges will go on sale this month