Dove is launching its first ever fragrance, inspired by a scent everyone is familiar with, the original Dove Beauty Bar that launched in 1957. This has been one of Dove’s most popular products, with consumers still purchasing and loving it today.
The new fragrance is launching on October 27, 2027 and has consumers waiting with excitement, as they will be able to experience this original product in a new and reimagined way.
From a marketing perspective, I think the idea of Dove transforming an original scent is a great idea, however, if I were a part of Dove’s marketing team, I would transform this product launch to make it even more exciting and something that would stand out in the market.
1. Video Campaign: More Than Just A Scent
I would start by creating a campaign that would be published months before the launch and it would be called “Scentimental, A Memory Worth Wearing”.
Rather than focusing only on the scent, I’d focus on how the scent makes people feel, as well as the nostalgia and memories that it brings to them.
Individuals would be interviewed and asked to share what the original Dove Beauty Bar scent means to them and how they resonate with it.
Some people may think of loved ones who always smelled like the Beauty Bar, others may think of their childhood and the feeling of comfort. No matter the memory, there is always something to think about when it comes to Dove’s original scent.
Having consumers think back and relate a product to their life would create a stronger feeling of attachment while also reinforcing an emotional connection to the product. This would strengthen the reach and performance of the campaign as it will appeal to consumer’s feelings, not just desires.
2. The Beauty Bar PR Box
The next marketing strategy I would implement is sending customised PR to influencers with hopes of building hype and excitement. I would design the PR box to resemble the original Dove Beauty Bar and have it filled with the fragrance.
This is very strategic as it allows influencers to create unboxing videos and share glimpses of the new product to a large audience.If there’s one thing I’ve learned it’s that, the more interesting the PR is, the more attention it will get from viewers.
- “Dove just sent me the biggest bar of soap I’ve ever seen…”
- “Wait until you see what’s inside this Dove package.”
- “Dove turned the scent we grew up with into a perfume?!”
- “Dove really turned nostalgia into a fragrance.”
These unboxing videos would help spark genuine interest and curiosity among consumers, generating organic conversations and increasing anticipation for the fragrance launch.
3. Dove Launch Party Event
The biggest campaign for the new Dove fragrance would be hosting a launch party, which would be inspired by the original feel of the product that was first launched in 1957.
The launch party would be an intimate candlelit dinner, consisting of influencers and industry professionals.
I would name it “A Timeless Evening With Dove”, and the theme would be 1957 Chic – think old money, elegance, historical charm, and soft jazz. The Event Vibe would be charming and have a modern twist on an old classic.
Each guest would be greeted with a cocktail and escorted to their seats, where there they would find custom place cards and vintage-inspired menus, that include a dessert course featuring a pastry shaped like the Dove Beauty Bar. Each place setting would also include an original Beauty Bar as well as the newest fragrance.
To make the night even better, while each guest is socializing, listening to the live jazz band, and filming content, they will have a chance to get their gifted fragrance engraved with their names.
The purpose of this event is to showcase the elegant, timeless vibe of the newest product. Dove was able to turn an old classic into a new staple, and the launch party’s purpose is to capture that.
Final Takeaway: The Power of Marketing Something Familiar
The ability to transform something familiar into a new and reimagined product is an amazing idea, but must be done with the correct strategies.
With these launch tactics, Dove will be successful in gaining attraction for its new product.
Because sometimes, the most powerful marketing idea isn’t creating something entirely new.
This article is an independent, hypothetical marketing concept created for Vita. It is not affiliated with or endorsed by Dove or Unilever.
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