Dove Does 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.