Personal care giant Dove has unveiled Body + Mind Serum Body Wash, its third major innovation in less than five weeks.
The three-strong new range comprises Jojoba Oil & Coconut Milk, Dragon Fruit & Primrose and French Lavender & Oat Milk (rsp: £5.99/350ml). Offering a “premium feel at an accessible price point”, they mark Dove’s debut in the serum bodywash sector.
Body + Mind Serum Body Wash met “growing demand for holistic wellness and sensorial selfcare” and provided “a clear opportunity for retailers to drive incremental category growth”, said Dove. “With high-quality, serum-infused formulations, antioxidant-rich vitamin E, skincare-inspired textures and mood-boosting fragrances, it brings an elevated proposition to the category.”
The launch will be supported by £5m social-first campaign ‘Shower on. Stress off’. It would highlight how showering with Body + Mind Serum Body Wash “can help dial down everyday stresses and elevate routine cleansing into a feel-good ritual”, Dove said. The investment would allow brand owner Unilever “to significantly scale up the number of influencers it works with” to reach Gen Z shoppers on their favoured platforms.
In store, Dove has rolled out its first-ever scented shelf trays at select Boots locations, while Boots and Sainsbury’s feature packaging-shaped free-standing display units. Body + Mind Serum Body Wash is also available in Tesco and Morrisons.
“By offering superior skincare benefits and a spa‑like experience at home, Dove Body + Mind Serum Body Wash represents a significant step forward in premium body care and helps us engage a new demographic of shoppers,” said Libby Shiel, Dove skin cleansing & masterbrand marketing manager. The personal care powerhouse had created “a product that not only cleanses but also treats the skin. It delivers clear beauty benefits along with a mood‑boosting experience”.
The launch of Body + Mind Serum Body Wash was also “an opportunity for retailers to drive category growth by offering consumers a reason to trade up for more benefits that nourish both body and mind”, Shiel added.
In mid-February, Dove added its first whole-body deodorants. Spray, stick and lotion formats are available in such fragrances as Lavender & Camomile, Raspberry & Rose, Marine & Blue Cypress and Bamboo & Aloo.
That was preceded at the end of January by Dove’s debut in refillable antiperspirant. The lineup comprises three starter kits and seven individual refills in the likes of Original, Violet & Tonka Bean, Peony & Pineapple and Macadamia & Coconut.
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