A range of luxury cleansing body washes is set to join Unilever's burgeoning Dove portfolio backed by a £3.5m marketing push next year.
Dove Supreme Cream Oil Body Washes are available from January. The range will come in three varieties: Luscious Velvet, Sleek Satin and Fine Silk, priced at £2.89 for a 200ml upside down bottle. The campaign will include TV, press, radio, online and in-store sampling.
The launch will be the biggest cleansing launch from Dove in 2008 and will add £1.5m to the shower category, according to brand manager Amy Richards.
"The range will drive category growth by offering a premium product that is less likely to be sold on promotion and at an increased price point for retailers," she said.
The Unilever-owned brand is the fifth bestselling brand in the £216.6m shower category.