Body Oil Sérum

CLIENT

Dove

SCOPE

When we received the challenge of working on one of Dove Skin's first launches for Brazil, the objective was clear: To find, together with the Unilever team, a new language that reflects Dove's image and, at the same time, stands out within the category, clearly presenting the benefits and ingredients of the products, all in a digital-first language, of course.

From the concept to the big idea – where we negated the oil with the tagline "This is not an oil", reinforced with "It's a repairing formula for your skin" – we stood out within the body oil category by highlighting how the product appears at first glance, thus drawing attention to the main point: that in addition to being an oil, it's a repairing formula with many scientifically proven active ingredients that reduce dark spots, regenerate the skin from the inside out, providing more firmness or intense hydration.

Through many exchanges with the brand's incredible team, both locally and globally, and conversations with consumers, we were certain that we were on the right track.

Starting with the negation of the oil, drawing attention to the repairing formula, we had another challenge: To prove, in a digital-first and, above all, reportable way, how these active ingredients work on the skin to deliver the promised benefits. Following extensive social listening research on how brands are communicating and also on how people, scientists, students, and skincare enthusiasts are working on communication on social media, we arrived at 3 main pillars:

1. To explain, in a fun yet educational way, how oils work in the body and what makes them the best in their category. This content was recorded with a scientist from the Dove team, who presented in a very dynamic way how the products work.

2. Explain, this time with an influencer and scientist, how the products work but without delving too deeply into complicated scientific jargon, creating content that everyone can understand, with easy and quick demonstrations. Our YouTube Ads have become quick content with all the information the consumer needs to know – in a contemporary and simple way.

3. Beyond all the scientific attributes and the "clinically proven" aspects, we also need to showcase, in a more sensual and impactful way, not only the benefits but also the fragrance and texture of the new oils. Our SKU videos reveal the potency and also the sensory experience – something every body oil lover can't live without.