Consumers receptive to Dove's play for men

Dove: Men+Care TV campaign
Dove: Men+Care TV campaign

LONDON - Consumers will be willing to try Unilever's first Dove range designed for men, Dove Men+Care, according to our latest video interviews.

We asked people what male cleansing brands they or their partners normally buy, and whether and why they would try the Dove Men+Care range.

Most people asked said they used either Sure, Nivea, Clinique or Lynx products, but said they would be willing to try the new Dove range.

The marketing of toiletries brands had an effect on some respondents. Claire, 18, student, said her partner used Lynx stuff because it smelled nice and "because they advertise all the time, so he's pushed into buying it".

Claire said she would buy Dove Men+Care "because it's good for your skin and it's the best brand out there".

Xavier, 35, delivery driver, said he would buy the Dove products: "I would. I've used Dove before and I think it's quite good. It makes my skin feel better than the other [brands]. The other ones make my skin dry, especially in this weather."

Liz, 38, teacher, said she liked the female Dove range: "I haven't tried the male ones before," Liz said. "So I don't know if he'd like it, but it's the kind of thing that if it was on offer, then I'd probably try it and, if he liked it, I would then continue or not continue."


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