Dove to target men with new grooming range

Published: 14-Oct-2009

Unilever brand Dove has launched a new men’s grooming range, Dove Men + Care range in France in a bid to expand its share of the men's market.


Unilever brand Dove has launched a new men’s grooming range, Dove Men + Care range in France in a bid to expand its share of the men's market.

The brand will market a range of five deodorants and three shower gels incorporating skincare agents and will be introduced in Europe ahead of a US launch in 2010. The range will now be added to Rexona Men, Brut and Axe brands already marketed in Europe and which generate sales of some €1 billion in France alone.

Sylvie Laplace, for Dove Men + Care, said the range was being targeted at the over 35s with the aim of increasing market penetration in the men's deodorants segment and which tends to tail off after 35. Currently 75% of men use a deodorant compared with a figure of 88% for women.

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