The new DermaSeries product line is yet another effort by the brand to reach and serve underappreciated consumer groups. “With an expertise in care, Dove has an opportunity to help those with extremely dry skin make peace with their skin and feel good every day,” explains a company press release about the launch.
The DermaSeries line comprises a face wash, a face cream, and a face bar, as well as a body wash, a body lotion, an eczema relief body lotion, a repairing cream, and a hand cream.
Perhaps the most interesting formulation note about the line is that the products “activate PPAR's (a protein found in skin) to replenish skin lipids and improve the quality of skin's outermost layer,” according to the release.
The DermaSeries line is described by the company as “a completely hypoallergenic and fragrance-free range of products formulated especially for the driest skin. The collection combines outstanding clinical efficacy with beautiful sensorials to provide instant relief and lasting comfort for those with extremely dry skin.”
The collection is being sold at Target and CVS stores, at mass food and drug retailers across the country, and on Amazon.
In tandem with the DermaSeries product launch, Dove created a ‘make peace with dry skin’ campaign, which includes a dedicated Instagram @InOurOwnSkin. The campaign is meant to be a place where women can share images and stories about their lives.
The following two quotes from women involved with the campaign (they are described in the release as Dove DermaSeries Real Woman) illustrate the brand’s messaging:
“You see perfect skin all over social media. But not everyone has perfect skin – whether it's eczema, psoriasis, acne, or whatever, the more we show it, the more people will accept it. Nobody is perfect.” Says Mercedes Matz.
“My advice for others with psoriasis is just to be vulnerable and open. When I started sharing and talking about it, that's when I really started healing. It's wonderful because I don't feel alone. I'm not hiding, and I'm so proud of that,” Reena Ruparelia.
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.