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Brief Published: 28 May 2014

Dove Does Personalisation

Dove's Beauty Bar Personalisation

International skincare brand Dove is currently hosting a pop-up personalisation bar at London department store Selfridges, bringing its mass-market soap product into the luxury sector. The move is part of Selfridges’ Beauty Project – a six-week, storewide appreciation of the changing face of beauty.

Being marketed as a unique gifting opportunity, Dove’s iconic Beauty Bar soap can be hand-engraved in Selfridges with a personal message. The soap is then presented in a luxurious, silk-lined box – a big jump from its standard cardboard packaging.

Speaking to beauty trends site Ima at the launch, Jayne Demuro, head of beauty at Selfridges, noted: “Beauty is a very emotional category” – one that Dove has done well to align itself with over the years (see its award-winning Real Beauty campaign). For the brand, establishing this emotional connection through personalisation and luxe packaging creates an interplay between mass market and luxury selling.

See more about Dove’s branded, emotion-tapping message in Empowering Real Women, Celebrating The Imperfect and Rules for Going Viral.