Dove, the Unilever-owned body and hair care brand, has broken into fragrance with a limited edition perfume that smells like its Original Beauty Bar.
The launch of Dove Original Fragrance is the result of consumer demand, with the company stating customers “have been asking for years to bottle the scent [of its 69-year-old Original Beauty Bar] as a fragrance”.
This is the brand’s first-ever fine fragrance, developed with perfume expert Ann Gottlieb, who helped develop scents Calvin Klein CK One, Dior J’adore and Marc Jacobs Daisy.
Dove Original Fragrance claims to offer a soft, ‘clean’ skin scent, and is housed in a glass bottle shaped like the Original Beauty Bar, topped with a sculptural gold bird cap.
It retails for US$19.57 and goes on sale on 27 October at 9am PST/12pm EST as a limited quantity social drop.
"The Dove Original Beauty Bar scent is one of the most recognisable in beauty, so we are thrilled to bring it to life as a limited edition fine fragrance," said Dana Paolucci, Head of Engagement Marketing, Dove US.
"Dove Original Fragrance is the result of listening to our community.
“It celebrates everyone who has made the Original Beauty Bar part of their lives for generations.
“This launch belongs to them as much as it does to us, and it is our thank you for making this scent a lasting beauty icon."
The fragrance’s waitlist sign-up opened on 22 October.
Original Beauty Bar launched in 1957 in the US, with a patented blend of mild cleansers and one quarter moisturising cream.
It quickly became a bestseller for the brand and has remained a hero sku for nearly seven decades.
"The most memorable fragrances make us feel something, and Dove Original Fragrance does exactly that,” said Gottlieb.
“Its signature scent is instantly recognisable, with a sense of freshness, familiarity and comfort that has resonated for generations.
“Translating it into a fine fragrance is a celebration of what has made the scent so enduring, while giving its biggest fans a new way to experience it."
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