Dove moves into men’s market

If you’re going to convey the image of sweaty, stinky men there’s probably no better place to have a launch than at the Hockey Hall of Fame.

Dove, known for its Campaign for Real Beauty targeting women, has entered the men’s beauty market with an easy-to-use body care line called Men+ (men plus). The line consists of soap with Dove’s one-quarter moisturing cream, body wash and a body scrub which, according to Unilever vice president Christopher Luxon, looks like a “detailer on a car.”

But of course since it’s Dove, it’s not just about the bodywash.

Dove spoke to 8,000 men ages 30-55 in seven different countries and according to the research, 71 percent of men believe men are stereotyped in advertising. Michael Kaufman, a consultant specializing in gender calls this pressure the “dialogue of self-doubt about what it means to be a man.” Dove is attempting to start a conversation with men (and women) about what it means to be a man in current times and Dove hopes this campaign will reach men who are “comfortable in their own skin.”

Dove Men+ Skin Care will be available wherever toiletries are sold. Also, if you’re wondering whether men are going to peel down to their skivvies for the launch then sorry to disappoint you – no, they won’t be doing that.