Dove launches Men+Care
Dove’s first range for men helps them be as comfortable in their own skin as they are in their lives.
Be comfortable in your own skin
Dove Men+Care skin cleansing line is a collection of body and face washes, body and face bars, and a new type of shower cleansing tool designed especially for men. It is formulated with proprietary technology to help eliminate dry, itchy and uncomfortable skin.
“Many men’s products can be quite harsh and drying on the skin, which is often misinterpreted by men as the product working,” says Jennifer Bremner, Dove Men’s Brand Director. “The new Dove Men+Care range has been designed so that men can choose comfort along with the refreshment and effectiveness they want from their cleansers.”
MICROMOISTURE™ Innovation
Tested by dermatologists, the Dove Men+Care Body and Face Wash range contains MICROMOISTURE™, a patent-filed technology developed by Dove skincare experts that is clinically proven to fight skin dryness better than regular men’s body wash. MICROMOISTURE™ technology activates on skin when lathering up, to deliver moisturisation directly to the skin’s surface, without sacrificing the clean sensation men want from a body wash.
Dove Men+Care body and face bars are the only bars designed for men that thoroughly clean skin without leaving it dry or tight, like soap can. Just like traditional Dove bars, Men+Care utilises a patented formula with one-quarter moisturising cream to fight skin dryness and tightness.
Talking to real men
To ensure the brand connected with the consumer, Dove conducted a global survey. This identified specific insights concerning the journey and life experiences real men go through to reach the stage where they are comfortable in their own skin.
The global research revealed that 73% of men aged 30 to 55 find it difficult to identify with the men they see in current advertising and feel they are stereotyped and misrepresented within the media landscape. In fact, more than half (57%) think men are falsely portrayed as too athletic.
"Most men's advertising portrays the ideal man as rich, impeccably handsome or a sports star. Dove Men+Care sees men differently," Jennifer explains. "The brand acknowledges the different roles and priorities real men have in their lives and the point when they become truly comfortable in their own skin as a result of the life experiences they have accumulated."
