Dove’s new facial range taps into fast-growing dermocosmetics sector

Dove Regenerative is the brand’s first foray into facial skincare – a range of science-led products tapping into one of the world’s fastest-growing beauty trends.

According to Dove’s insights, demand for dermocosmetics – skincare products designed by dermatologists – is rocketing. Data from Nielsen^[a] predicts the global dermocosmetics segment is currently worth €8 billion, representing 24% of the skincare market.

With growth rates currently at 10.5%, reports suggest dermocosmetics could represent 38% of skincare sales by 2030 – and Brazil is among the key markets reporting rapid rises.

Democratising dermocosmetics

As Dove Face Comms Lead Luana Pereira explains: “Until now, consumers have had to compromise either on price or results. We saw an opportunity for Dove to land an affordable skincare range in the space between premium and mass brands. A range that’s backed by cutting-edge science with premium ingredients, and democratises access to this type of product.”

Created with Brazil’s racially diverse population in mind, the range was tested to ensure visible results on over 100 different Brazilian skin tones.

“In line with our strategy of being explicitly inclusive of all women, ensuring visible results on all skin tones has always been a priority in the development of our formulas,” Luana adds.

“To guarantee our products would be as effective as possible for everyone, we ensured a representative sample of people of different skin tones in all our formula tests, especially the clinical ones.”

Sophisticated skincare with a simple regime

Skincare free from complexity was another priority when it came to creating the Dove Regenerative range. While Dove’s research shows that 18% of Brazil’s consumers use facial skincare products, their engagement with the category is low at 50% and complex routines are one of the biggest barriers.

“Understanding that complexity intimidates consumers, and we’ve kept the Dove Regenerative approach simple, despite its advanced ingredients. We call this ‘skinimalism’ – a global trend that’s on the rise,” says Luana.

The brand’s B3PRO technology is one such example. Present in every Dove Regenerative product, it brings together two hero ingredients in one exclusive formula.

The first is niacinamide (vitamin B3), known to strengthen the skin barrier, hydrate and support the appearance of a more even skin tone. The other is Dove’s Pro-Retinol formula (retinyl propionate), a derivative of vitamin A, which accelerates cell turnover, helping the skin to generate new cells more quickly, improving its texture and tone.

A launch in line with Unilever’s Growth Action Plan

Getting ‘more from the core’ by maximising the potential of our Power Brands and driving unmissable brand superiority is one of the key components of Unilever’s Growth Action Plan – our roadmap towards faster growth across the business by 2030.

The launch of Dove Regenerative exemplifies this strategy and comes after the successful launch of Dove Body Serums in Brazil last year – a range of five products co-created with dermatologists to address skin concerns from extreme dryness to lack of elasticity.