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Dove launches new hair-care product line in SA
Dove was established in 1957, and since then has grown to be an internationally recognised brand. Dove has also become a well-known brand in South Africa and the company is using the strength of its umbrella brand to launch its new product line in hair-care.
Dove hair-care range:
- Intensive repair products (shampoo, conditioner and mask)
- Daily Care (shampoo and conditioner)
- Heat Defence (shampoo and conditioner)
- Hair Fall Rescue (shampoo and conditioner)
Is Dove more than just a soap?
Dove started out with their beauty soap bar, which is well-known for containing a quarter moisturising cream. They have been emphasising this selling point in all of their soap adverts and more recently Dove's advertising campaigns have been telling consumers that Dove is more than just a soap.
It's going to be interesting to see if the brand succeeds in launching this new product line successfully. Loyal Dove users may already be using a different brand for their hair and whether they will switch over to Dove's hair-care products because they're happy with Dove's skin care range is a question that will have to wait to be answered.
Source: Twenty3Media
About Carla Fourie
Carla Fourie is a marketing strategist at Twenty3Media, a Cape Town-based marketing agency.
