Taking place across all channels from 6 August, the move is set to simplify and streamline the range, and make the often overwhelming skincare fixture easier for shoppers to navigate. The activity is supported with a £1.15m marketing investment Gross media value including TV, outdoor, in-store, PR and digital, communicating Dove’s new claim of being ‘the lotion with nutrients that last 10 days’.
The relaunched Dove Body range boasts new, simplified pack designs, whilst recommended retail prices (RRPs) have been reduced to two core tiers – of £3.99 and £4.99 – a recommendation which is designed to significantly improve ease of shop for the consumer, as well as facilitate stronger and simpler promotional mechanics.
The revamp also sees the removal of two skus for an increased focus on the core range, and the extension of the brand’s portfolio of 400ml packs, which has been broadened to tap into the increasing consumer trend towards larger pack sizes, which can offer greater value for money.
The relaunch will be highlighted in-store with a clear call to action inviting shoppers to ‘Discover the Dove Difference’, whilst the marketing campaign will focus on Dove’s ‘real women’, and the Dove Body range’s primary claim of being ‘the lotion with nutrients that last 10 days’.