Dove Gives Target a Tea Party
What’s new: Unilever’s Dove is selling a Garden Tea Party collection exclusively at Target from June 30 to Sept. 13.
Why it matters: The line was inspired by TikTok trends, including rococo fashion and Regency romance as well as this year’s scent trends, such as fig, berry and florals. The line of four fragrances — Velvet Fig Blossom, English Pear Blossom, Rose Berry Bouquet and Honeysuckle Gardenia — are available for $6.99 or $7.99.
"We are continuing to evolve Dove's trusted care by combining it with highly sensorial, experiential innovations in new collections like the limited edition Garden Tea Party collection,” Kathryn Holl Fernandez, head of Dove U.S. skin cleansing, purpose and engagement, said in a statement. “We took our beloved body wash, antiperspirant deodorant, beauty bar and scrub formulas and infused new elevated fragrances that capture the feeling of the season. From delicate honeysuckle and gardenia to fresh English pear blossom, it's about creating small, joyful moments of self-care that feel and smell as beautiful as they are nourishing."
Marketing support: Unilever plugged the collection with a July 8 email blast and a carousel ad on Dove.com that link to a brand page within Target.com. Dove also plugged the line on Instagram with the help of influencers including Morgan Yates and Nabela Noor Martin.
More context: Unilever regularly gives exclusive lines to Target and other key retailers. A limited-edition collection of Dove products with scents based on the bakery franchise Crumbl launched at Walmart in December. Unilever’s Tresemme gave Target an exclusive A-List Collection in February.
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P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
