Unilever rolls out Dove Men+Care Shower Tool
Unilever UK is set to drive further growth through innovation within the shower tool category with the launch of its new Dove Men+Care Shower Tool, which follows on from the incredibly successful launch of the Lynx Manwasher last year.
Available to pre-order now, the Dove Men+Care premium Shower Tool demonstrates Unilever UK’s ongoing commitment to driving category growth through new product development.
Performing exceptionally well with £0.7m retail sales value to date, the Lynx Manwasher has driven incremental sales into the toiletries category since its launch. Data has revealed that the unique shower tool has boosted showergel usage amongst men as a result of them paying more attention to areas that were previously overlooked within their shower routine.
Kavi Tolani, brand manager for Male Skin Cleansing at Unilever UK says: “A third of all UK men use shower accessories and worryingly, we know it’s not always their own. The Lynx Manwasher was designed specifically with them in mind, providing a masculine, highly durable tool with dual sided cleaning from a brand they love. We expect the Dove Men+Care Tool, a slightly more premium offering aimed at men with sensitive skin, to be just as incremental to the market, with a combined opportunity worth £3 million in retail sales.”
Internal EPOS sales tracker
Kantar Worldpanel Usage: 12 m/e December 2011, US, Males