Dove adds Burst Body Wash to range

Tuesday, 11 November 2008

Dove, the leading brand for real women from Unilever UK is extending its popular Dove Go Fresh cleansing range with the launch of an invigorating new addition - Dove Go Fresh Burst Body Wash.

Available from January, the launch will benefit from a £3.5 million marketing support package.

New Dove Go Fresh Burst Body Wash hydrates and revives the skin with its ultra light gel formula, while the luscious scents of nectarine and white ginger plunge the senses into a juicy burst of freshness.

It joins Dove Go Fresh Touch and Dove Go Fresh Energise which were launched in 2007 and 2008 respectively.

Julie McCleave, Senior Skin Category Manager at Unilever UK comments;
"Dove Go Fresh currently contributes over £5 million to cleansing, as it perfectly targets consumers looking for freshness - the biggest need state in this category and one of the biggest contributors to growth in the shower sector.

"Our new addition to the range will help us expand the Go Fresh platform, further associate Dove with freshness and drive incremental category growth."

All products in the Dove Go Fresh range are bright, colourful and contain fresh, fruity and invigorating ingredients which thoroughly cleanse and care for skin.

They have strong relevance for twenty - something women who want freshness and strong fragrances from their shower experiences.

The £3.5 million marketing support will include high impact outdoor and press advertising, as well as a dedicated online campaign designed to resonate with the target audience.

Dove Go Fresh is available in the following:

RRPs
Dove Go Fresh Energise Body Wash 250m RRP £2.28
Dove Go Fresh Fresh Touch Body Wash 250ml RRP £2.28
Dove Go Fresh Burst Body Wash 250ml RRP £2.28
Dove Go Fresh Energise Liquid Handwash 250ml RRP £1.99
Dove Go Fresh Fresh Touch Liquid Handwash 250ml RRP £1.99
Dove Go Fresh Fresh Touch Bar Soap available in twin pack and pack of four RRP £1.35 and RRP £2.59

Source: Unilever