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Dove Body range gets makeover

Dove, Unilever’s skincare brand, has gone in for a makeover of its packaging for its Dove Body range, in an effort to ‘simplify’ and ‘streamline’ the brand for consumers.

Through a £1.5m marketing spend on TV, outdoor, in-store, PR and digital activity, by using a new strapline, it runs under the Dove masterbrand ‘campaign for real beauty.’

The relaunched Dove Body range comprises two new pack designs, and recommended retail prices (RRPs) have been reduced to two core tiers of £3.99 and £4.99.

The makeover also will witness the removal of two stock keeping units (SKUs) to have an increased focus on the core range.

Unilever will also extend the 400ml packs within the Dove Body range to meet consumer demand for larger bottles and their added value for money, the company said.

In-store activity will call consumers to "Discover the difference" of the new range.

Unilever UK Dove marketing manager Ali Fisher, commenting on the revamp, said: "The new and improved Dove Body range features the same great Dove products, but with a new look, new recommended retail pricing tiers, fewer variants and a new set of 400ml pack sizes – making it more appealing to shoppers and more efficient for retailers."