Dove dives into baby skin care with Baby Dove

ENGLEWOOD CLIFFS, N.J. — Dove is making its first new U.S. category launch since 2010 with its Baby Dove range of baby care products. With the Baby Dove launch, the brand is kicking off a campaign featuring real parents based in research about new moms that challenge the “perfect mom” stereotype, with the goal of broadening what parenting looks like today.

Among the insights is that 95% of new moms think real motherhood is different than it is portrayed in media, and only 26% think the idea of a “perfect mom” is achievable. It also found new moms with interests beyond motherhood, with 76% saying that a partner’s assistance helps them be a good mom while pursuing their interests outside the family.

“Baby Dove wants to help build parents’ confidence and encourage them to trust their way when it comes to doing what they think is best for their baby and themselves,” Dove VP skin cleansing Nick  said. “This new research, combined with our deep understanding of the role dads’ play as caregiver through our Dove Men+Care work, has led to the Baby Dove belief that there’s no such thing as perfect parents, only real ones, and we are proud to support parents in the care of themselves and their babies.  Since the launch of the Dove brand in 1957, we have been wholly committed to providing products to women and men that deliver superior care and mildness.  It is our honor to care for babies with Baby Dove products that offer a demonstrably superior way to care for baby’s skin.”

Baby Dove has products for all skin types across two ranges — Rich Moisture and Sensitive Moisture. The Rich Moisture range is for babies with normal to dry skin and is hypoallergenic and pH neutral, with a fragrance developed for babies. The Sensitive Moisture range has been developed for babies with sensitive skin and is fragrance-free.

Baby Dove products are now available through food, drug, mass, value, baby and online retailers.