Dove rivals Vaseline in dry skin treatment
5 December 2008 | By Popsop Team
Unilever’s Dove brand is going up against sister brand Vaseline with a new dry skin care range. The Dove Intensive range for extra dry skin is being launched in January backed by a GBP 4.5m marketing investment. It consists of a body lotion, hand cream and a body butter.
It is being positioned as an everyday moisturiser for women suffering from dry skin as opposed to Vaseline, which is aimed at consumers needing to treat problem dry skin.
Priced GBP 2.29 to GBP 4.99, it contains a skin-nourishing oil and a rich hydrating cream – a unique combination in the category, said Julie McCleave, senior category manager, skincare. “The range has been created to moisturise dry skin, but also to provide the feel, fragrance and experience many lines lack.”
The marketing campaign will include TV, print, in-store, online, direct mail and sampling. Unilever last week announced a ?6m investment into its Vaseline brand, including new ad campaigns and products.
Popsop.com
Tags: bakery & confectionery, cosmetics & perfumes, Dove, food, household detergents, personal care, Unilever
