Key takeaways on Dove x Bridgerton collab
- Dove launches a limited-edition Bridgerton-inspired collection in the UK.
- Products include body wash, scrub and antiperspirant with new fragrances.
- Collaboration aims to attract younger shoppers and boost category value.
- Beauty brand partnerships are trending, driven by fandom and licensing deals.
Unilever’s skincare brand Dove has partnered with Netflix’s much-loved Bridgerton series to create a limited-edition range for the UK market.
The launch of the Dove x Bridgerton Limited Edition Collection will coincide with the new fourth series of Bridgerton and is designed to attract younger shoppers.
“This partnership is a perfect example of how Dove can connect with new audiences by embedding itself within a cultural phenomenon,” explained Dove Skin Cleansing & Masterbrand Marketing Manager, Libby Shiel. “This collaboration will bring real excitement to the personal care category with highly engaging in-store activations sure to drive incremental purchases and therefore category value.”
The range is priced between £4.50 and £8.00 and will include: a body wash powered by Pro-Ceramide Technology for 24-hour skin moisture; a body scrub with one-quarter moisturising cream; and an antiperspirant spray that gives 72-hour sweat and odour protection with skin-softening benefits.
The business has developed two new fragrance profiles – Raspberry Rendezvous, which combines juicy raspberry, rose, peony, whipped cream, vanilla and cedarwood; and Love & Meadows, which blends bergamot, wildflower, rose, cedarwood and amber.
Unilever said it has developed the range with a clear strategic focus on driving growth in the personal care category and is aiming to “rejuvenate brand relevance.” It hopes that shoppers will add these ‘collectible’ products alongside their usual body care routine.
Why beauty brand collaborations are booming
One beauty trend that has stood the test of time for many decades is the collaboration. Indeed, when it comes to selling products and raising excitement for a new launch, two brands are better than one.
According to Laura Freedman-Dagg, head of retail at Brand Licensing Europe, licensing in cosmetics is a natural success story because of the sense of identity that links so closely to fandom.
“Consumers want to express their love for brands they’re fans of, and if that’s done in a creative, colourful way – or with a story or attitude attached – it can be a strong proposition at retail,” she said.
Beauty collabs often take the form of an entertainment brand partnering with a cosmetics manufacturer to create an exciting new offer.
One recent example Freedman-Dagg shared was UK-based cosmetics brand Mad Beauty, which formed a long-term licensing partnership with Warner Bros to develop a Harry Potter-inspired line of bath & body and beauty gift items, set to debut this autumn.
This is just the tip of the iceberg. From Katseye’s Lip Glaze collab with Glossier, to Fenty Beauty’s cosmetics range dedicated to Smurfette, to Pat McGrath’s partnership with Candy Crush Saga, to both skincare brand Dr PawPaw and personal care brand Wild’s collabs with the children’s book hero Paddington Bear, these partnerships appear to be a winning formula.
