Dove has teamed up with Bridgerton to launch a co-branded range of personal care products.
It has rolled out limited-edition fragrances Raspberry Rendezvous and Love & Meadows, across body wash (rsp: £4.50/400ml), body scrub (rsp: £8/224ml) and antiperspirant (rsp: £3.30/150ml & £4.95/200ml).
Both fragrances are in Tesco and Boots, with Love & Meadows also listed by Sainsbury’s, Asda, Morrisons, Ocado, Waitrose, Amazon, Superdrug and Savers.
They were created in collaboration with Netflix and production company Shondaland, ahead of the release of Bridgerton season four on 29 January.
Designed to engage Gen Z, younger millennials and Bridgerton fans of all ages, the range would drive incremental sales in the personal care category, said Dove owner Unilever.
“The partnership is a perfect example of how Dove can connect with new audiences by embedding itself within a cultural phenomenon,” said Libby Shiel, Dove masterbrand marketing manager.
“By uniting Dove’s Advanced Care formulas with the intrigue and elegance of Bridgerton, we’re creating something that not only delights fans of the series but also invites younger consumers to reappraise the Dove brand.”
The launch will be supported by Bridgerton-themed in-store theatre and online activations.
Last January, Unilever added a 12-strong range of deodorants for intimate and sensitive areas, supported by a £12.5m marketing investment. The launch formed part of Unilever’s ongoing “premiumisation strategy, which aims to grow our deodorant brands and the wider category”, Monique Rossi, Unilever GM for deodorants, told The Grocer.
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