Dove, a Unilever brand, has rolled out with its new men's care line called "Dove Men+Care." Currently, the product line includes 3 body & face washes, 2 body & face bars, and one "shower tool" which is essentially a shower pouf in masculine form.
As a loyal body wash customer (I stopped using soap bars a long time ago), I tried the "Clean Comfort" version of their body wash. One of Dove's selling points is that their product prevents dry skin. It was hard to for me gauge the efficacy of this product's ability to prevent dry skin because I have never had an issue with dry skin after using soap. Nonetheless, I enjoyed using the new body wash. The scent was subtle with a cool and fresh aroma. A nice added bonus is that you can use the product to wash your face as well, saving you space on the shower rack or in your travel bag.
In terms of body washes, ingredients do not vary much; hence, it's up to marketing to distinguish the product. I think Dove has done a good job with their attractive packaging and the "be comfortable in your own skin" campaign. On their website, Dove is currently featuring life stories from some baseball greats about how they "became comfortable in their own skin," or more precisely, how they developed self confidence through baseball.
Dove has the luxury of already having a premier brand so they are one step ahead in launching a product line like this. While the Dove brand often evokes feelings of peace and gentleness, there is a significant market for men who want more upscale products that work better for their skin. Moreover, the women who so often make the purchasing decisions for their husbands may be more inclined to buy the brand name they already use for themselves.
Here is Dove's new shower tool. The company went one step further than my shower pouf ad and redesigned the apparatus all together. Smart move. This shower tool is appealing and features double sided cleaning action.
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