Dove launches a premium hair oil range – Dove Elixir
Dove has entered the large and growing hair oils market segment with its new range of precious hair oils - Dove Elixir.
Dove Elixir seeks to provide a solution for the changing need of the Indian consumer by transforming oiling hair into a delightful experience with evolved benefits, premium sensorials and innovative formats.
Dove's differentiated offering will leverage its positioning of "real beauty" and will enhance Dove's foothold in the "care" space as a nourishing solution. Currently, there are only salon brands available in this segment. Dove Elixir oils provides the benefits of real ingredients, delicate fragrance for Rs. 185 per 90 ml pack.
The range includes three variants:
Hair Fall** Rescue – Rose and Almond Oil
Dryness Care – Lavender and Olive Oil
Nourished Shine – Hibiscus and Argan Oil
Dove Elixir is targeted at women who believe in the goodness of oil but don’t use oil frequently due to lack of time and because application is messy and sticky. For them the potency and efficacy of hair oil is based on two pillars – multiple ingredients and the amount of time oil is left to work on hair. Dove Elixirs are oils with real ingredients to have successfully brought these two pillars of potency together in the same formulation, making oiling more convenient and efficacious
The launch of New Dove Elixir - precious hair oils with real ingredients will provide much needed benefit to consumers with its power of overnight oiling in just 30 minutes*, making oiling a convenient and pleasurable experience.
*vs. coconut oil.
** Hair fall due to breakage.