Global Launch of New DOVE® Men+Care Brand’s First Line for Men
Englewood Cliffs, NJ – February 1, 2010– Men reach a point in their lives when they are comfortable with themselves, but they do not have comfortable skin to match. New DOVE® Men+Care, the brand’s first ever product line formulated specifically for men’s needs, celebrates the unsung moments when a man is comfortable with himself and offers products that literally provide total skin comfort.
The Journey to Comfort
Through a man’s life experiences he eventually finds his own definition of success. He reaches a point when there is no place he would rather be than at a princess tea party with his daughter – donning a tiara and all – or when little league outranks the major leagues. Men believe that there are a number of significant milestones in their lives that help them become comfortable with who they are including: financial independence, career success, finding a partner, overcoming hardship and becoming a father.1
Dove Men+Care is featuring one man’s journey of unsung moments from birth to fatherhood in a montage of scenes set to the “William Tell Overture” during the broadcast of this year’s Super Bowl XLIV on February 7, 2010. The 45-second commercial, “Manthem,” depicts the expectations placed upon men when they are boys, the pressures they face as young adults, and the societal forces they must contend with as husbands and parents. The journey to achieving comfort comprises many unsung moments from initiating the first kiss and graduating college to getting married, lifting heavy objects and checking for monsters under the bed. The spot creatively and humorously illustrates the arrival of comfort that men experience when they can finally take it all in stride with their own definition of success.
The brand will also be engaging fans in real time conversation as the commercial airs at www.twitter.com/dove(Link opens in a new window) and www.facebook.com/dove(Link opens in a new window). Followers will be invited to celebrate their own “unsung moments” of comfort via photo, video or text and have the opportunity to view additional content including an extended 60 second version of “Manthem.”
“We are celebrating the journey men take to become comfortable with themselves,” said Kathy O’Brien, vice president, Unilever Skin. “We are very excited to introduce Dove Men +Care to ensure they literally have the skin comfort to match.”
Total Skin Comfort
The number one skin complaint men have is dry skin. Many men blame their dry, itchy skin on their socks when it is actually harsh cleansers that cause their skin to lose moisture. Dove Men+Care is clinically proven to fight skin dryness with no irritation or tightness. It provides the cleansing and refreshment men want combined with Dove moisturizers for total skin comfort.
The new Dove Men+Care collection includes: Men+Care Body and Face Wash, Men+Care Body and Face Bar, and the Active Clean Shower Tool. Men+Care Body and Face Wash is available in Clean Comfort, Extra Fresh and Deep Clean. It is the only men’s body wash with ultra-light MICROMOISTURE technology, a unique gel that activates on skin during lather to guard against discomfort. Using it with the Active Clean Shower Tool, created to deliver maximum lather and scrub, helps provide an even better body wash experience.
The Men+Care Body and Face Bar is available in Extra Fresh and Deep Clean. It thoroughly cleanses skin and rinses off easily while fighting dryness with Dove signature ¼ moisturizing cream. The Body and Face Wash and the Body and Face Bar are dermatologist-recommended. For more information about all of the Dove Men+Care products, visit www.Dovemencare.com(Link opens in a new window).
Dove, manufactured by Unilever, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove product2, which includes beauty bars, body washes, face care, anti-perspirant/deodorants, body mists, hair care and styling aids. Dove Men+Care™ is the newest range of products from Dove, developed specially for men. Dove is available nationwide in food, drug and mass outlet stores.
Unilever’s mission is to add vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life. Each day, around the world, consumers make 160 million decisions to purchase Unilever products.
In the United States, the portfolio includes major brand icons such as: Axe, Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Klondike, Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs nearly 12,000 people in both the United States and Puerto Rico – generating nearly $10 billion in sales in 2008. For more information, visit www.unileverusa.com.
About the Dove Men+Care Global Research Study
The Dove Men+Care Global Research Study was conducted globally online and via telephone among 7,579 men, 30 – 55 across seven countries. Interviews were conducted in each of the following countries: Brazil, Canada, Germany, Italy, Spain, the United Kingdom, and the United States. In the United States and Brazil interviews were conducted via telephone. In all other countries, interviews were conducted online. Quotas were established in each market for age, marital status, and parental status to ensure the inclusion of a broad perspective of men.
Methodology: Interviews averaged 15 minutes and were conducted from August 28 and September 10, 2009 using the field services of Research Now and Davis Research.
# # #
1 Dove Men+Care Global Research Study (commissioned August 2009)