Target Touts New Dove Line
Target is shining a spotlight on a new line of skincare products from Unilever's Dove.
Launched in January, the Dove DermaSeries line is enjoying prime merchandising space at Target on beauty department endcaps outfitted with a framed shelf sign touting the line's benefits for "extra-dry skin." A display ad running within target.com also touted the line's arrival, dangling a free $5 gift card with the purchase of four eligible Dove SKUs. The offer was valid in stores and on target.com from Jan. 21-27.
Additionally, the brand worked with the retailer to leverage Target's first-party data (via Target Media Network) to identify consumers likely to have dry skin issues and reach them through a variety of digital channels to inspire purchase, a Dove spokesperson told the Institute. In an effort to convert "skin skeptics," Dove also armed Target's beauty concierges with information and tester products to allow trial when engaging with shoppers.
The Dove DermaSeries line encompasses eight products — ranging from body lotion to face wash — that are specifically aimed at people suffering from dry skin conditions. (See Dove's introductory YouTube video below.) The line originally launched in 2012 as a pilot "to test the appetite for a therapeutic range of Dove products," according to the Dove spokesperson. Response and feedback from the test helped the brand develop the relaunched line. The brand's P-O-P launch plan also includes endcaps at CVS/pharmacy.