Unilever: Up in the clouds shower experience

Dove, a cosmetics brand, launched its new product, Dover Shower Mousse, to future-proof the business, enter the body wash market, and deliver exceptional product experiences to become the pioneer instead of a follower in the Turkish market.

Brand: UnileverAgency: RealWorksRegion: EMEA

Strategy

Objective

As Dove, we have been one of the key players in the skin cleansing market for over 30 years in Turkey, offering superior care technology at a premium price. Yet, up until 2023, our presence was limited to the brick soaps category whereas the market was leaning towards liquid formats, mainly body wash. We needed a game plan to future-proof our business and enter the body wash market which was already highly commoditised and populated with a strong set of competition. Thus we decided to follow the route we...

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