Dove reformulates body wash range, adds hypoallergenic variant

Dove from Unilever has reformulated its entire body wash range in its latest move to drive growth into the female shower care category. The rollout of the new plant-based formula is now complete across the entire range and includes the addition of a new hypoallergenic body wash.

Dove’s new formula delivers superior skin deposition by removing oils without damaging the skin barrier. Made with a unique blend of three skin conditioners and gentle cleansers, the ultra-moisturising formula helps the skin produce new lipids and ceramides, addressing the care need within the female shower category. The formula is unique to Unilever and is as gentle to the skin as water – providing shoppers with a superior care formulation for their skin.

Dove will also be extending its portfolio with the launch Dove Derma Hypoallergenic Care Body Wash, following research that revealed 94 per cent of UK women had a dry skin condition, and 47 per cent of those feel less beautiful and less confident as a result. The new Body Wash, which addresses the specific skincare needs for dry and sensitive skin, is fragrance-free, absent of any potentially irritating ingredients, and has been tested to relieve dryness in just one shower.

The roll out of the new formula is part of Unilever’s wider sustainability strategy which looks to make sustainable living commonplace and is expected to be a key purchase driver for shoppers moving forward. Packaged in 100 per cent Post-Consumer Recycled material (PCR) plastic bottles, Dove Body Wash is now certified by PETA as both cruelty-free and vegan, featured front of pack, and appealing to the 85 per cent of UK consumers who believe cruelty free personal care products are important.

“Having grown in value sales by 12.3 per cent in the last year, we’re always listening to what our customers want and developing products that suit their needs,” said Chris Barron, General Manager Personal Care Unilever UK&I. “We’re confident our new plant-based formula and hypoallergenic offering will continue to drive growth for us and the category. Not only does the revamp tap into the growing demand for plant-based and cruelty-free products, but it’s also a superior offering – providing shoppers with ultra-moisturising skincare.”

To support the launch, the brand is investing £4M as part of a an ATL multi-media campaign, set to go live in July, across all channels including social, influencer, out of home and in-store activity.

Dove’s new formula across the body wash range and new Dove Derma Hypoallergenic Care Body Wash is available across all UK retailers.

• Dove Gentle Scrub Body Wash – 225ml
• Dove Relaxing Body Wash – 225ml
• Dove Nourishing Care Body Wash – 225ml
• Dove Deeply Nourishing Body Wash – 225ml/450ml/720ml
• NPD: Dove Derma Hypoallergenic Body Wash – 450ml
• Dove Renewing Glow Body Wash – 450ml
• Dove Anti-stress Body Wash – 450ml
• Dove Soothing Care Body Wash – 450ml –
• Dove Reviving Body Wash – 225ml/450ml/720ml –
• Dove Hydrating Care Body – 450ml –
• Dove Pampering Body Wash – 225ml/450ml –
• Dove Nourishing Silk Body Wash – 225ml/450ml/720ml
• Dove Pro Age Body Wash – 450ml/720ml

RRPs:

• 225ml- £1.50
• 450ml – £3/£2.50
• 720ml – £3.50