Supplier News Breaks Archives
Dove debuts premium men's shaving line
January 23rd, 2014
ENGLEWOOD CLIFFS, N.J. – Unilever's Dove brand has expanded its men's grooming lineup with the launch of Dove Men+Care Expert Shave, a premium collection of men's shaving products.
The company said Wednesday that Dove Men+Care, created in collaboration with leading barbers and dermatologists, marks the brand's first advanced, three-step approach and delivers "the ultimate caring shave experience."
The Dove Men+Care Expert Shave collection includes five products: Exfoliating Pre-Shave Scrub, Softening Pre-Shave Oil, Smoothing Shave Cream, Total Comfort Shave Cream, and Intense Post-Shave Repair Balm.
For best results, the company said, the products are designed to be used in a three-step approach: Pre-Shave (to cleanse and soften skin and stubble/beard), Shave (to provide superior hydration for a comfortable, close shave) and Post-Shave (to soothe skin and help relieve shaving irritation).
Unilever noted that Dove Men+Care Expert Shave includes only shave creams, not traditional shave gels or foams, because cream formulas can provide higher levels of moisturization. The company said Dove Men+Care Expert Shave Smoothing Shave Cream and Total Comfort Shave Cream are formulated to help skin stay hydrated and ensure optimum levels of slick when gliding a blade over the face.
"The two shave creams in Dove Men+Care Expert Shave contain high levels of moisturizing ingredients that are clinically proven to offer superior moisturization compared to competitor shave products on the market," stated Matt Kuznitz, the Unilever scientist who led the research and development for the product line. "We developed Expert Shave to be the most caring line of Dove Men+Care shaving products available and to deliver the shave experience we knew men needed and would appreciate."
Dove Men+Care is the brand's first line developed specially for men. Launched in 2010, the line's products include body washes and bars, deodorants and antiperspirants, hair care and facial skin care.