Body wash with skincare benefits that last beyond the shower

Consumers are expecting more from their body wash. Research shows that 92% of body wash users interviewed in the US believe looking after the skin on their body is as crucial as taking care of the skin on their face.^[a]

Dove’s new Serum Shower Collection, launched earlier this year in North America, delivers superior care with targeted solutions for different skin needs across three formats: body wash, scrub and beauty bar.

The range offers solutions for nine common skin concerns, combined with unique sensories and premium fragrances, tapping into the growing interest in body wash that provides skincare benefits.

We spoke to senior scientist James Early to understand how you create a body wash product that delivers skincare benefits while only being on the skin for a matter of minutes.

Dove’s new body wash collection offers skincare benefits that do not wash off in the shower. How does this work? 

The challenge was finding a way to get skincare ingredients to stay on the skin in a rinse-off product.

Ingredients like collagen, vitamin C and AHAs (exfoliating alpha hydroxy acids) are often hero ingredients in facial skincare products where they are left to work on the skin for many hours. But in a shower, they only have a few minutes on the skin.

Our groundbreaking MicroMoisture technology provides the answer for our moisturising and exfoliating formulas.

The technology deposits millions of MicroMoisture droplets onto the skin. These fit into the gaps and crevices of the skin to create a nourishing coating that helps prevent moisture loss. They also ensure that any skincare ingredients are locked into the skin and can keep working long after the shower has ended.

This technology enables other key ingredients - such as pro-ceramides - to deposit and work in conjunction with skin’s natural processes.

This contributes to overall skin health by strengthening the skin barrier and enhancing its resilience and suppleness.

Many of these ingredients are found in facial skincare. How is their use different in a body wash?

Facial skin and body skin on a structural level are quite similar – the same cell types, the same structures.

Because of this, we realised we could take the same actives that work on the face and use them in a way that the rest of the body could benefit from.

Our skincare serums infused with collagen, vitamin C and the other hero ingredients have specific purposes like plumping up the skin or acting on acne. But you need a healthy skin barrier for them to be effective.

The warm, wet conditions of the shower create the perfect environment for skin to absorb nutrients. This allows each of our body washes infused with skincare serums to provide a facial care experience for the full body.

Were there any specific insights from consumers that influenced the innovation process?

The collection is grounded in consumer insights. We know that consumers are increasingly concerned about the skin on their bodies, as well as the skin on their face.

During our research, we asked consumers to share their greatest skin-related concerns. We then used these as the basis for shaping a portfolio, targeting nine of the most common pain points.

Take acne as a case study. Acne is not restricted to the face, and yet there are few over-the-counter (OTC) products designed to treat acne on the shoulders or the back. Our Acne Clear formula, Dove’s first-ever acne skin-cleansing OTC product, is one of few that aim to target these problem areas.

We also worked with dermatologists and beauty experts to ensure we’re targeting the right skin concerns. For example, we partnered with dermatologists of colour to develop the two body washes crafted for melanin-rich skin.

We know that extreme dryness is a common pain point for consumers with melanin-rich skin. So our Melanin Radiance product uses a 5% pro-ceramide serum with a nourishing oil blend to help tackle that.

How does this collection tap into demand for premium body wash products?

The Skin Cleansing category is rapidly premiumising, especially in the US. The Dove lather we all know and love is a key characteristic of how consumers experience our products in the shower, and we did not want to lose that. Across the moisturising range, we ensured we have enhanced this signature lather experience.

We have also introduced variations in fragrance so that each product has a tailored scent that evokes the benefit it is providing. The Acne Care body wash, for example, has more of a fresh and herbal fragrance, while the Glow Recharge variation with vitamin C has a citrusy and sweet scent.

Finally, we aimed to ensure that the packaging truly embodies the premium quality of the collection. The Dove logo is elegantly debossed, creating a subtle, indented texture on a soft-touch material. Instead of a flip-top, consumers can now experience a touch of luxury with a pump fitted with a metallic gold collar, allowing precise control over the amount of product used.