Dove, which was 29 percentage points ahead of nearest rival Colgate, was available in Asda using the x-for-y mechanic and on save in Morrisons. Tesco promoted the largest range of products using buy-one-get-one-free.
Colgate accounted for 14% of activity and used secondary featured space in four of the retailers - only Somerfield did not promote the brand. Asda based its offers on the x-for-y mechanic, while Morrisons used save and buy-one-get-one-free, as did Sainsbury's and Tesco.
Elvive and Sanex shared third place last weekend with 12% of activity each. Using buy-one-get-one-free on all their offers, both brands were on gondola ends in Morrisons and Sainsbury's.
Radox was the last brand to reach the top five with 10% of space. Its hand wash and shower gel lines were promoted, with Asda using x-for-y and save, and Tesco again favouring buy-one-get-one-free.
While Johnson & Johnson usually leads the health, beauty and baby category, Dove has ramped up its activity sufficiently to claim first place in the 2007 year-to-date chart with 27% of space, while Johnson & Johnson has slipped into second place with 22%.
Colgate is only one percentage point behind in third place, while Pampers and Radox take the remaining two places with 15% and 14% respectively.
The retailers have adopted different mechanics since 2006, favouring save (40%) over buy-one-get-one-free (37%), which was used for 64% of offers in 2006, with x-for-y accounting for 23% and save 12%.
Asda's decision to stop using buy-one-get-one-free is a factor, however, when assessing the overall picture, buy-one-get-one-free has dropped at least 20% across the board for this category.