New year, new frontier.
Dove, a block owned by Unilever beauty, beauty Its director, Leslie Miller, who started working at the brand last year, said the brand is considering new ways to spark purpose, beyond introducing product innovations for the new year. Upcoming.
“I came to a business with a very good performance. As a team, we’re very pleased with how we’ve been able to navigate COVID[-19], and skin care and body care are really interesting categories,” says Miller. “We are taking the joy that comes from self-care as a movement and striving to bring constant novelty and innovation to our consumers who are always at home. beauty, beauty, is looking for the next new thing. ”
The brand’s cleaning order has been strong – WWD reported last year that they sell 26 of its heroic beauty bars per second – and only benefited from the pandemic.
“Wash your hands in the sun,” says Miller. “On a humorous level, cleaning has had its heyday for all the right reasons. Everything from our beauty counter to our shower gel is used as a means of keeping ourselves clean,” she said, adding that Dove has also launched a range of antibacterial products.
In the future, however, the brand has turned its attention back to purpose. Two years ago, it created the CROWN Act, which stands for Create a respectful and open world for natural hair. It is designed to protect employees from discrimination based on race-based hairstyles. This year, Dove is focusing on body positivity, an area where it had a dominant voice in its campaign for true beauty that began in 2004.
“We all have our own journeys, and my sister unfortunately has had to battle with a pretty significant eating disorder. At the heart of my mission and the brand’s mission is the self-esteem movement, and everything we do is within the lens of making women’s lives better,” said Miller.
Finally, the brand added to its Body Love collection last month – seven holding units targeting concerns from acne to anti-aging, all for $7.99 la. “We are bringing facials to the body,” says Miller. “Hyaluronic acid, salicylic acid for those with acne problems, peptides and serums – all those powerful ingredients that made your skin look luxurious on the face can now be luxurious on the body.”
Miller is also eyeing new ways to package products with sustainability, especially with the parent company’s promises. In 2020, Unilever promises to become carbon neutral by 2039.
“We’re looking at what beauty means to cross-cultural, ‘Gen-Zennial’, Boomer consumers, and how we give them a confident and powerful way of looking at them. about beauty,” says Miller. “It was post-COVID[-19] world where sustainability is an extremely important topic. Beauty has become even more current because of what TikTok, Instagram, Facebook, Twitter and Snapchat have done in terms of personal presentation.
She continued: “We are looking at innovations and movements, and how we are committed as part of Unilever’s commitment, and the brand’s commitment to really looking at reducing plastic in a new way”. “It’s about investing in telling these stories, so that we can really change the movement for women’s self-esteem and, frankly, sustainability for the future of the world.”
For more information from WWD.com, see:
https://wwd.com/beauty-industry-news/beauty-features/dove-doubles-down-on-purpose-for-1235025337/ Dove Eyes Sustainability, Body Positivity Initiatives for 2022 – WWD