The Dove x Venus #KeepHerConfident Beauty Bar Inspires Girls in Sports
Laura McQuarrie — August 28, 2024 — Marketing
With the 2024 US Open in full swing, Dove dropped a special-edition Dove x Venus #KeepHerConfident Beauty Bar with a passionfruit and lemon balm scent selected by tennis champion Venus Williams.
Dove got its start in 1957 in the United States with the launch of the Beauty Bar containing a patented blend of mild cleansers and a quarter moisturizing cream, and this collaborative launch supports Dove and Venus' shared mission to help girls stay in sports. According to 2023 research from Dove, 45% of girls globally drop out of sports by age 14–two times the rate of boys–with body confidence being the top reason.
The tennis ball-inspired green Beauty Bar is engraved with "CONFIDENT" and comes in a keepsake canister produced from recycled materials that's also 100% recyclable.
Dove got its start in 1957 in the United States with the launch of the Beauty Bar containing a patented blend of mild cleansers and a quarter moisturizing cream, and this collaborative launch supports Dove and Venus' shared mission to help girls stay in sports. According to 2023 research from Dove, 45% of girls globally drop out of sports by age 14–two times the rate of boys–with body confidence being the top reason.
The tennis ball-inspired green Beauty Bar is engraved with "CONFIDENT" and comes in a keepsake canister produced from recycled materials that's also 100% recyclable.
Trend Themes
1. Athlete-endorsed Beauty Products - Collaborations like the Dove x Venus #KeepHerConfident Beauty Bar demonstrate the growing market for athlete-backed skincare, blending sports influence with personal care.
2. Sustainable Packaging Innovations - Utilizing recycled materials for product packaging, such as the keepsake canister for the Dove x Venus Beauty Bar, highlights the push towards eco-friendly consumer goods.
3. Sports-inspired Personal Care - Products inspired by sports events, as seen in the tennis-themed Dove x Venus Beauty Bar, reflect the trend of integrating athletic elements into beauty and wellness.
Industry Implications
1. Personal Care - The personal care industry often sees trends where skincare brands partner with high-profile athletes to promote health and confidence-related products.
2. Sports Merchandise - Sports merchandise is expanding to include beauty products, blending athletic branding with everyday consumer goods for increased market reach.
3. Sustainable Products - The sustainable products industry is growing as more brands adopt eco-friendly packaging solutions, appealing to environmentally conscious consumers.
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