Dove
Dove – Is Your Skin Hydrated?
Unilever
Claim: "Hydrates skin"
Overview
Using a two-step process: first, consumers assessed their skin’s hydration levels using the innovative hydration level tool. Then, after applying Dove DermaSpa products, they repeated the test to observe immediate, visible improvements. In addition to bolstering the product’s claims, this strategy increased customer confidence in Dove DermaSpa’s exceptional skincare products.
USP’s Contribution Understanding the importance of creating an emotional and sensory experience, USP Demo Solutions designed the Hydration Test Strip , a simple yet powerful tool that delivered what Dove termed the “Beauty Moment of Truth.”
The test strip allowed consumers to measure their skin’s hydration levels before and after using Dove DermaSpa. The instant, tangible results not only validated the product’s efficacy but also created a deeply engaging and memorable experience for shoppers, becoming a key component of Dove’s in-store promotions, helping beauty consultants demonstrate product benefits in a clear and compelling way.
The Challenge
For the Is Your Skin Hydrated?, Dove needed to make the "Hydrates skin" promise something shoppers in the body care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise hydration claims.
The brief for the Is Your Skin Hydrated? was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand for Dove.
The Approach
Dove DermaSpa wanted to show consumers the benefits of their enhanced hydration body care products. The goal was to create an immersive in-store experience that allowed beauty advisors to engage with shoppers to allow them to witness with the brand firsthand and feel the...
USP Demo Solutions built the Is Your Skin Hydrated? for Dove around the Hydration Test - Body method, reducing the Hydrates skin story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the body care aisle instead of a one-way pitch.
From the same physical interaction with the Is Your Skin Hydrated?, the demo substantiates claim areas such as hydration, so a single asset can carry several conversations across the Dove range.
The Result
The result for Dove is a hydrated skin, delivered through the Is Your Skin Hydrated? as something the consumer experiences first-hand rather than has to take on trust.
By turning Dove's "Hydrates skin" message into a hands-on Hydration Test - Body moment, the Is Your Skin Hydrated? becomes a credible, science-backed conversation starter the shopper can repeat for a friend.
In the field, Dove runs the Is Your Skin Hydrated? primarily for retail activation, pharmacy, internal training, consultation tool, delivered in diagnostic tool, physical demo so the same Hydration Test - Body proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.
- Technology
- Hydration Test - Body
- Benefit
- Hydrated Skin
- Category
- Body Care
- Brand
- Dove