Beauty News. Dove’s Rx for Dry Skin

June 30, 2009 • Beauty

Dove body line has been a staple of mine for years. Okay it may be a small addiction. It's perfect for my sensitive skin, and ultra moisturizing for my dry skin. So I was pleased to see Dove's new release.This summer, Dove is aiming to elevate the bath and body category with a line of body washes that contain NutriumMoisture technology, a patented science aimed to moisturize skin. 

Dove_products Dove, the $1 billion-plus brand, is positioning the new line as an alternative to existing body washes since its formulas won’t dry out skin, the company said.

“We view this as a truly category-changing launch,” said Kathy O’Brien, marketing director for Dove.

“Unilever [was among the first companies] to launch body washes in the early Nineties so we’re excited to bring advanced science and first-of-its-kind technology to the category.”

While most existing liquid technologies deplete surface layers of proteins, lipids and other key components of healthy skin, said Dove executives, NutriumMoisture is designed to preserve skin lipids and proteins using Dove’s proprietary DEFI (Directly Esterified Fatty Isethionate) technology — the same complex used in Dove’s 50-year-old beauty bar. The new formulation combines sodium lauroyl, which is said to reduce protein damage during the cleansing process with natural moisturizers such as stearic acid, soybean oil and glycerin, which are said to replenish lipids lost during cleansing. The new technology is also intended to fully absorb into and hydrate skin beyond the surface level.

The three-item range, available in Deep Moisture, Sensitive Skin and Gentle Exfoliating formulas, will begin shipping to food, drug and mass retailers beginning later this month with final rollout in August. Dove NutriumMositure will be available in two sizes: 12-oz. for $3.77 and 24-oz. for $5.84. 

Dove NutriumMoisture will replace Dove’s existing Deep Moisture, Gentle Exfoliating and Sensitive Skin body wash variants on store shelves next month.

– Kelley Epps-Woods, Beauty Editor

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