Dove Advanced Hair Series

Agency: JDO Brand Design & Innovation
Client: Unilever, Dove
Type of work: Commercial work
Country: United Kingdom

JDO launches premium hair care platform for Dove in the US

JDO Brand Design & Innovation has created premium pack designs for Unilever’s new ‘Dove Advanced Hair Series,’ a premium tier of products sitting above the core Dove hair care range.

The new platform consists of a technically superior portfolio of products which, when married with Dove’s superior care, provides tailored treatments for specific hair need states. The new collections contain advanced weightless moisture formulas that combine luxurious ingredients, designer fragrances and beautiful packaging.

First to launch is Dove Oxygen Moisture, which delivers moisture plus volume to fine hair and Dove Pure Care Dry Oil that nourishes hair making it silky, but without leaving it greasy or heavy. The Dove Oxygen Moisture collection contains an advanced formulation with Oxyfusion Technology - Oxygen-fused moisturizing ingredients that deliver a balance of moisture and volume to instantly and evenly disperse throughout the hair. The end result is bouncy, full-looking hair that is delicately smooth and easy to manage. In addition, the new Dove Pure Care Dry Oil collection is designed to provide hair with nourishment and silkiness without weighing hair down. Each collection includes shampoo, conditioner, post wash and styling treatments. Unilever tasked JDO with creating a premium set of designs, establishing a platform leveraging the Dove brand and showcasing its expertise in hair care.

The resulting packs feature beautiful soft pastel hues that introduce the different need states. The shampoo products boast a semi transparent gradient which hero’s the product format, whilst the conditioner products remain a pure and beautiful white. A unique icon in gold foil was designed for each need state and transparent caps tinted in the respective complimentary colour complete the design. The platform launched in the US in January.

Tim Jebb, principal and founder of JDO said, “The new design creates a beautiful premium presentation, white plus a hint of colour, allowing an integration of core Dove to the new platform and collections.”

Renato Rossi, global brand director, Dove hair luxury at Unilever commented, “ JDO’s new premium pack designs represent a big step change for Dove. The new platform provides a much more premium offering from the core Dove hair care range and will allow us to bring the next generation of Dove hair care technology to a broader consumer base.”

Dove, manufactured by Unilever, is the No. 1 personal wash brand in the US. One in every three households uses a Dove product that includes beauty bars, body washes, face care, deodorants, body mists, hair care and styling aids.