The new Dove Go Fresh addition, called Burst, is scented with nectarine and white ginger and joins Go Fresh Touch and Go Fresh Energise.
It promises to “revive and hydrate skin” and is scheduled to hit shelves in January. It will be backed with poster, press and online advertising targeting its key customer group of women in their 20s.
Dove Go Fresh products are worth about £5m a year to Unilever, according to Julie McCleave, Unilever UK’s senior skin category manager.
“Dove Go Fresh is one of the biggest contributors to growth in the shower sector and our new addition to the range will help us to expand the Go Fresh platform,” she added.
Dove Go Fresh Burst Body Wash will be available in 250ml bottles (rsp £2.28).