Unilever has announced the launch of Baby Dove, a category extension of its successful Dove and Dove Men+Care ranges, into the US market.

Having previously launched in India, the range will include baby washes, lotions and wipes, with the launch supported by a digital TV and social media campaigns, using the slogan #RealMoms.

While some previous category extensions have failed to live up to expectations, such as those from Kimberly-Clark, the move comes at a time when category leader Johnson & Johnson has reported declining sales, with Unilever also challenging the likes of relative newcomer Honest Co.

Nick Soukas, Vice President of Dove said, “Baby Dove is building on the 60-year heritage of cleansing and care and moisturization of the Dove brand.
“When you look at how brands are talking about parenting, there’s a real opportunity to bring a modern, updated view of parenthood.”

The brand is said to be targeting mothers with its ‘real parenting’ angle, and is hoping to draw on its already extensive consumer base.