By  on May 2, 2014

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.

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