The launch of the Baby Dove range is Unilever’s biggest innovation in personal care for 2017 and will be backed by an £8 million marketing investment, including in-store, PR and digital activity, as well as TV advertising.

The range includes six variants spanning cleansing, skin care, hair, nappy cream and wipes, in both fragranced (Rich Moisture) and fragrance free (Sensitive Moisture) varieties.

Baby skin loses moisture up to five times quicker than adult skin, and the products are proven to go beyond mild cleansing to replenish moisture and nutrients back into the skin that would otherwise be lost from the washing process, says the brand.

Marcus Buck, brand manager for Baby & Kids at Unilever UK, says: “It is incredibly exciting that in the brand’s 60th year we are able to use our expert knowledge and apply it to a completely new category.”

UNILEVER: dove.com

We Recommend

Launch of Corsodyl Ultra Clean

A new daily toothpaste has been launched, along with a rebrand for the range.  

Brand insight: P3 October 2017

Recent product profiles from October's P3 magazine