Unilever to launch Dove VisibleCare in the UK

By Katie Nichol

- Last updated on GMT

Related tags: Skin, Supermarket, Dove

Unilever personal care brand, Dove, has announced the UK launch of a new body wash range that promises to reduce the level of daily skin damage caused by showering.

Dove VisibleCare with NutriumMoisture blends together glycerin and lipids; two moisturisers that are identical to those naturally found in the skin.

According to Dove, the blend of moisturisers works with the skin in two ways; as a buffer against lipid loss and to fortify and replenish the skin.

Dove Senior Brand Manager Katie Adams said that not only can daily cleansing using harsh ingredients damage the skin by loss of vital moisture, but even supposedly milder cleansing products have been found to remove high levels of the skins natural lipid barrier.

“Dove with its new NutriumMoisture product technology and patented blend of moisturisers plus skin natural lipids helps to reduce such damage - representing a significant step forward in skincare and cleansing technology,”​ she added

According to Dove, the formulation is the result of more than ten years development, with both the VisibleCare body wash and NutriemMoisture technology undergoing extensive clinical and consumer tests.

The results of the tests showed that daily use of Dove VisibleCare led to visibly softer and smoother skin in just seven days.

“Like our iconic Dove beauty bar, Dove VisibleCare with NutriumMoisture will change what people expect from a shower gel,”​ said Dove skincare expert, Atoshi Ghosal.

The product range comprises of three formulations; Renewing, Replenishing and Softening, each offering distinct skin benefits.

Available in UK supermarket chain Morrisons in December, and in other leading supermarkets and chemists including Boots and Superdrug in January, the range has a suggested retail price of £2.49 (€2.80) per product.

Previously launched only in the US, a spokesperson for Dove said that following the UK launch, the range of body washes will be rolled out into some other European markets in 2010, although the exact markets and dates could not be confirmed.

Related topics: Market Trends

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