In its 60th anniversary year, Dove has decided to launch Baby Dove, a baby care range of products that represent the true Dove brand.
The baby products aim to go beyond mildness to help replenish essential moisture and nutrients in baby’s skin.
Additionally the brand is expanding on its long support of women in widening the definition of beauty – with the launch of the Baby Dove campaign, which is working to broaden how society defines parenthood.
Baby Dove is putting a stake in the ground that there is no one right way to be a parent and encourages all moms and dads to do what they think is best for their babies and themselves. As part of the Baby Dove US launch, the first new US category for Dove since Dove Men+Care launched in 2010, the brand is kicking off a campaign rooted in global and US research about new moms that challenges the ‘perfect mom’ stereotype and features real parents to broaden our view of what parenting looks like today.
According to Dove’s research, new moms feel pressure to fit into a ‘perfect mom’ ideal, creating anxiety for them as they figure out their roles as parents.
To break down the stereotypes and anxieties new parents experience, Baby Dove is releasing two videos featuring real moms and dads as a way to encourage all parents to trust their way.
The videos depict a broad, inclusive portrait of modern parenthood that challenges stereotypes that do not reflect the reality of parents today. The Baby Dove #RealMoms film will break down the one-dimensional stereotypes moms face and celebrate modern motherhood by featuring real parents and their many layers in an effort to broaden our collective view of what motherhood looks like. A second film will feature real dads in a celebration of their role as caregivers. Each will empower parents everywhere to trust their way when it comes to taking care of themselves and their babies.
Dove is asking parents to share their experiences of parenting their way using #RealMoms and @BabyDoveUS on Facebook and Instagram.