In a bid to capitalise on the male hair care market in the Phillipines, Unilever has launched a new shampoo line under its successful Dove brand.
After some market research with consumers in the country, the company discovered their was a lack of products on the market for men with hair care needs and has since launched the three-product line. The range is called Dove Men+Care Fortifying Shampoo and the three shampoo products are; Refreshing Clean, Strengthening and Anti-Dandruff.
Dove Hair brand manager Julia Ng said, “We decided to bring it in because there was a need. We talked to the Filipinos here, and we found that their needs [and problems] are actually, one, the hair fall, and two, the dandruff, and three, something menthol.
“The reason why [the line] is new is because it actually has caffeine – caffeine makes hair stronger and more resilient.”
Abolishing a misconception that Filipino men don’t care about what shampoo they use, the tagline for the new launch is ‘Care Makes a Man Stronger’, with Unilever coinciding the launch with the introduction of new Dove endorses including actor and host Ryan Agoncillo and athlete Doug Kramer.
The new range completes the Dove Men+Care range, which is targeted towards the more mature market aged 25 and up and includes deodorants and antiperspirants, body washes and face washes/creams and lotions.