Mass, food, and drug retailers will begin selling the Dove DermaCare Scalp product collection this month, according to a press release from the brand.
The collection comprises six products: a Dryness & Itch Relief Shampoo, a Dryness & Itch Relief Conditioner, an Invigorating Mint Shampoo, an Invigorating Mint 2in1, a Pure Daily Care Shampoo, and a Pure Daily Care 2in1.
Pain point
Dove believes that women generally have to choose between hair that feels healthy and relief from dandruff. Or they’ve needed multiple products to get the results they expect. “Historically women with dandruff have been using medicinal shampoos to combat dandruff and then use 'beauty' conditioners to attempt to gain back the moisture and shine lost from their hair,” dermatologist Francesca Fusco, affirms in the company press release.
“With Dove DermaCare Scalp, you get both flake-fighting ingredients and nourishing, beautifying hair conditioning, in one easy-to-use daily solution,” Fusco says.
Data the company gestures at in the release found that “Head & Shoulders shampoos leave damaged hair feeling stripped and dry, while Dove DermaCare shampoos leave damaged hair feeling moisturized, smooth and healthy.” A statement that positions the new Dove products as an alternative for consumers who have used Head & Shoulders in the past.
Hair category
Unilever has been acquiring and launching products in select personal care and beauty categories to serve the full breath of those markets. In 2015 the company bought several prestige skin care brands—Dermalogica, Kate Somerville, Murad, and REN—to complement the existing Unilever portfolio.
And late last year the company announced the acquisition of prestige hair care brand Living Proof. “The Prestige Hair retail market is very attractive and offers significant potential for growth,” Alan Jope, the company’s president of personal care, told the press at the time.
That deal expanded the company’s hair care offerings beyond brands like Suave and Nexxus. While, this new Dove DermaCare Scalp collection complements the company’s anti-dandruff hair care offerings, like the Clear Scalp & Hair brand.