This summer, Dove is aiming to elevate the bath and body category with a line of body washes that contain NutriumMoisture technology, a patented science aimed to moisturize skin.
Dove, the $1 billion-plus brand, is positioning the new line as an alternative to existing body washes since its formulas won’t dry out skin, the company said.
“We view this as a truly category-changing launch,” said Kathy O’Brien, marketing director for Dove. “Unilever [was among the first companies] to launch body washes in the early Nineties so we’re excited to bring advanced science and first-of-its-kind technology to the category.”
While most existing liquid technologies deplete surface layers of proteins, lipids and other key components of healthy skin, said Dove executives, NutriumMoisture is designed to preserve skin lipids and proteins using Dove’s proprietary DEFI (Directly Esterified Fatty Isethionate) technology — the same complex used in Dove’s 50-year-old beauty bar. The new formulation combines sodium lauroyl, which is said to reduce protein damage during the cleansing process with natural moisturizers such as stearic acid, soybean oil and glycerin, which are said to replenish lipids lost during cleansing. The new technology is also intended to fully absorb into and hydrate skin beyond the surface level.
The three-item range, available in Deep Moisture, Sensitive Skin and Gentle Exfoliating formulas, will begin shipping to food, drug and mass retailers beginning later this month with final rollout in August. Dove NutriumMositure will be available in two sizes: 12-oz. for $3.77 and 24-oz. for $5.84.
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Industry sources estimate that Dove NutriumMoisture could generate $12 million in first-year retail sales.
For the 52-week period ending April 19, Dove-branded liquid body washes generated about $55 million in the food, drug and mass channels, excluding Wal-Mart, according to Information Resources Inc.
Dove NutriumMoisture will replace Dove’s existing Deep Moisture, Gentle Exfoliating and Sensitive Skin body wash variants on store shelves next month.
Advertising includes a print, TV and online campaign scheduled to run in September beauty magazines and will bow in newspapers in late July and August.
While the company declined to discuss advertising budgets O’Brien said: “This is a major launch for the brand and we are putting a considerable amount of resources behind it.”