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A U.S. launch may be waiting in the wings.
September 21, 2009
By: TOM BRANNA
Editor
All things to all men? Or women? Or both? Unilever is to test whether its ubiquitous, but highly successful, female brand, Dove, can work its magic on men, too. The company is launching Dove Men+Care in Italy and some other European markets this fall, and there is talk of a U.S. rollout early next year if the line succeeds. Dove Men+Care consists of five deodorant SKUs and three shower gels, with gray packaging. The line is targeted at men aged 35 and over, positioned to find a better balance...
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