LONDON — Unilever is taking a step into more premium products, with the launch of new higher-end ranges as part of its Dove, Dove Men+Care and Lynx brands, driven both by its insights into customer behavior and the firm’s research into new formulations.
The personal care giant is launching two new Dove ranges: Dove Derma Series, a face and body range developed with dermatologists and targeted at extremely dry skin, and Dove True Tone, an underarm dark-mark eraser. There is also a new Dove Men+Care Expert Shave range, which Unilever calls a “caring shave experience,” along with Lynx Platinum Series Matte Effect, a hair styling line. The Dove men’s and women’s ranges launched Thursday in Selfridges in London, as part of the department store’s new campaign, The Beauty Project. There, Dove is sponsoring an area called The Salon, which is hosting debates organized by Dove and debating forum Intelligence Squared. The products will be exclusive to Selfridges in the U.K. for six weeks.
Mark Bleathman, vice president of personal care U.K. at Unilever, said during a preview of the lines in London Wednesday that while Unilever’s brands are known for appealing to a broad demographic, “what’s probably not as widely known is what a strong R&D team we have, and how technologically excellent our products are.”
Bleathman said the new ranges had been born out of Unilever’s insight into its customers’ behavior, R&D investment and input from industry experts. In the case of the Dove Derma Series, Bleathman said certain customers were looking for intensive treatments for dry skin, but from products that are “cosmetic, sensorial and beautiful,” rather than products that have a pharmaceutical feel. Meanwhile, Dove True Tone, a product that aims to erase underarm dark marks, came from the firm’s findings that women were concerned about uneven skin tone in that area.
Bleathman described Unilever as “moving from a position of credibility to more specialist and premium areas,” but underlined that alongside the new premium ranges, Unilever would maintain its presence in the mass arena. “We’re making a move into the premium area but that’s not at the expense of, or a departure from, our core area,” he said.
Prices for the new premium ranges will start at around 10 pounds, or around $17 and rise to around 30 pounds, or around $50, depending on the prices different retailers set, Bleathman said. The ranges will also launch in countries with “progressive beauty markets,” such as the U.S. and Brazil, Bleathman said.
Bleathman declined to comment on sales predictions for the ranges, but he noted that he sees Unilever’s customers buying into both premium and mass lines. “[Premium and mass] ranges are coexisting, so my view is that we should be offering for…not just one segment. We haven’t been [present at] that top end until now, but we have had the R&D and formulation that justifies being there,” he said.
Bleathman said that Unilever is now looking toward the “next wave” of premium products to launch, which will be driven by its insights and research.
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye