Dove is leaping into the body skin care category with the Dove Cream Serum Collection, featuring face-grade formulations that "deliver high performance skin care to more than 90% of the skin on the body that is typically left out of the average daily skin care routine."
The launch highlights rising engagement in the body care category, which is increasingly taking ingredient and claim cues from facial care.
Body skin care has been the fastest-growing sector of the overall skin care category, per Circana, driven by body spray sales, which have grown in the triple digits in the first half of 2024.
Double-digit growth has also been seen for body creams, lotions and cleaners. Per Circana, consumer spending on prestige body products increased by 25%. And there are 17% more buyers in this market than there were last year.
The new Dove collection targets body skin damage such as uneven skin tone, dark spots, elasticity and stretch marks.
Key ingredients include popular facial skin care materials such as:
- niacinamide
- pro-ceramides
- hyaluronic acid
- pro-retinol
- collagen peptides
The SKUs, which retail at Target, Amazon and elsewhere, include:
- Dove Niacinamide + Even Tone Cream Serum, which targets dark spots, uneven skin tone and texture
- Dove Targeted Serum Concentrate, which targets stretch marks, dark spots and a lack of elasticity
- Dove Hyaluronic + Hydration Cream Serum, which targets dry patches with hydration
- Dove Pro-Ceramide + Repair Cream Serum, which targets rough, dry skin
- Dove Pro-Retinol + Firming Cream Serum, which boosts skin elasticity and firmness
- Dove Prebiotic + Protection Cream Serum, which is ideal for dry, sensitive skin and which supports the skin's barrier to relieve redness and irritation
"From science backed formulations to the premium skin feel, the high potency of the Dove Cream Serums helps restore and replenish vital nutrients for your skin, all while remaining lightweight and fast absorbing with a milky gel-cream texture that feels silky and luxurious on skin," says Elyse Love, MD, who helped develop the line.
"Hydration is the first step in caring for skin, regardless of concern, skin tone or type," says Suzanne Gencarelli, R&D associate director at Unilever. "This is why every Cream Serum in the collection was formulated with and clinically tested to deliver 48-hour or 72-hour moisturization, along with the addition of potent face-grade skincare ingredients that cater to people's specific skin requirements and deliver transformative results."
"Dove continues to be committed to building body confidence for millions of women," says Bérengère Loubatier, senior global brand vice president, beauty and well-being at Unilever. "This collection aims to help free women from frustrating skin appearance issues that research tells us can sometimes make them feel self-conscious. In fact, 82% of women would like their body care to now address specific concerns beyond moisture, like firming, stretch marks and dark spots. The new line of clinically proven Dove Cream Serums offers a variety of tailored options to address individual skin concerns, helping to minimize possible sources of insecurity."
