Dove to Pop Up in New York
Dove is coming to Dante.
In celebration of its new Plant Milk Cleansing Bars, the body care brand will take over Dante West Village in New York on Feb. 22 and Feb. 23 to host a “Dove Deluxe Bar,” where consumers can indulge in cocktails and mocktails inspired by the four bar soaps in the collection.
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Dante mixologist Renato Tonelli curated the drink recipes, crafting a daiquiri-style “Dreamy & Steamy” drink with rum, vodka and citric acid inspired by the Coconut Milk & Sugar Lychee bar; a whiskey Negroni “Shower Cap” drink inspired by the Oat Milk & Berry Brulee Plant Milk bar, and “Scent-sational Spritz” and “Bathtime Bubbles” drinks drawing from the Macadamia Milk & Willow Lavendar bar and Turmeric Milk & Lemon Drop bar, respectively.
“From our research and social listening, we know consumers are seeking ways to elevate their self care routines, and we want to deliver sensorial, intimate touch points that allow them to experience our products beyond the beauty aisle,” said Mele Melero, global vice president of Dove Skin Cleansing.
TikTok trends like last year’s “shower beer” trend, which saw users playfully showcasing their in-shower beverage of choice, were among those which Dove drew from for the activation. “We decided to put our own, premium twist on the shower bevy experience,” Melero said.
Beyond shower beers, TikTok has propelled an overall “aesthetic shower” trend, with consumers integrating filtered shower heads, luxe soaps and scrubs and even eucalyptus bundles into their routine (videos tagged #ShowerEucalyptus have garnered more than 8 million views on TikTok).
The pH-balanced cleansing bars are now available online at walmart.com for $5.99 each, and will roll out nationwide at mass retailers in March. The Dove Deluxe Bar will be open from 7 to 9 p.m. on Feb. 22 and from noon to 9 p.m. on Feb. 23. Guests over the age of 21 can make reservations at dovedeluxebar.rsvpify.com.
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