The Dove brand gets a new look and improved formulations from this month, backed by £10m. The Lynx line-up also gets updated packaging and reformulations, together with a new twist opening mechanism, supported by a £9m marketing package.
Amy Richards, Dove brand manager, said one of the aims was to reaffirm Dove as the female beauty brand for everyday moisturisation. "Aligning our range will help consumers discover a new beauty regime by encouraging them to trade up to moisturising formats," she said.
Support will include a TV campaign and the brand's biggest beauty survey, asking real women to try Dove products and report back.
Lynx, which is pitched as equipping young men with the tools for the mating game, will get new TV advertising later this year, as well as sampling, events and online marketing.