Dove: Hand Sanitizer Launch

Dove, a personal care brand, launched a global campaign to extend into an adjacent category by challenging the existing norms within a segment and offering superior skincare.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

In 2019, Dove identified hand sanitizer as an opportunity to enter to fulfill an unmet consumer need by offering superior skin care. With the pandemic, Dove accelerated product development as the consumer need for moisturization was heightened.

Through research the team kept hearing that hand sanitizers, though necessary, were drying out skin. Consumers even took to social to comment on how dry their skin was which inspired Dove's campaign.

Consumer Insight

Hand sanitizers are a necessary evil to protect against germs but they always leave my hands...

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