NEW Baby Dove range of baby care products
Now in its 60th anniversary year, Dove is launching Baby Dove, a baby care range of products that brings the heart of the Dove brand into baby care. Baby Dove baby care products go beyond mildness to help replenish essential moisture and nutrients in baby’s skin. Dove has built on its 60-year heritage of moisture, mildness and care to develop cleansers enriched with our iconic ¼ moisturizing cream and DEFI technology to protect the skin’s natural barrier.
The Dove brand has long supported women in widening the definition of beauty – with the launch of Baby Dove, the brand is working to broaden how society defines parenthood. Baby Dove puts 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.
New research shows that new moms feel pressure to fit into a ‘perfect mom’ ideal, creating anxiety for them as they figure out their roles as parents. In fact, 89% of mothers feel pressure to be perfect, leading 72% to question whether what they are doing is good enough1. That’s because there’s a disconnect between how real moms are living their lives today and the limiting stereotypes of one-dimensional motherhood that are portrayed in film, advertising, media and pop culture. Eighty-four percent of new moms agree that the stereotype of the ‘perfect mom’ who always puts herself second and has everything together is an outdated standard for modern parents to live up to2. Similarly, Dove Men+Care research has shown that dads feel they are stereotypically portrayed in TV and advertising and their role as caregiver is not acknowledged. 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.
New ‘Real Mothers Heard’ Research
The results of the global research study ‘Real Mothers Heard’, covering six countries around the world, show that 9 out of 10 of mothers feel pressure to be a perfect parent, causing them to question whether what they are doing is good enough1.
Further, Baby Dove conducted a US study, ‘Understanding the Multi-Dimensional Mom,’2 which revealed what is causing that pressure and why it is out of step with real mothers today.
•New mothers feel media depicts an outdated, unrealistic portrait of the ‘perfect mom’
◦95% of new moms believe that real motherhood is different than what is portrayed in media
◦Only 26% of new moms think its achievable to be the ‘perfect mom’ they see displayed in the media
•Millennial moms want to fit baby into their lives without giving up the other aspects of who they are as women
◦94% of moms say that while they love their baby, they love themselves and many other things as well (including their career, relationships, travel, etc.)
◦8 out of 10 moms say they don’t think they have to give up their other passions and interests to be a good parent
◦94% of moms believe they are able to provide better care to their children when they care for themselves too
•Moms agree that the role of a supportive partner / caregiver helps her pursue interests beyond motherhood
◦76% of new moms say that the assistance of a partner helps them to do the things they love outside of their family, while also bring a good mom
◦Dove Men+Care research has shown that 97% of dads say they are involved in their child(ren)’s life and 7 in 10 see themselves as highly involved3
“Baby Dove wants to help build parents’ confidence and encourage them to trust their way when it comes to doing what they think is best for their baby and themselves,” said Nick Soukas, Vice President of Skin Cleansing for Dove. “This new research, combined with our deep understanding of the role dads’ play as caregiver through our Dove Men+Care work, has led to the Baby Dove belief that there’s no such thing as perfect parents, only real ones, and we are proud to support parents in the care of themselves and their babies. Since the launch of the Dove brand in 1957, we have been wholly committed to providing products to women and men that deliver superior care and mildness. It is our honor to care for babies with Baby Dove products that offer a demonstrably superior way to care for baby’s skin.”
Celebrating an Inclusive View of Parenthood
To help build the confidence of new parents, Baby Dove is releasing two videos depicting 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.
The Superior Care of Baby Dove
Baby Dove is a new range of baby care products that goes beyond mildness to help replenish essential moisture and nutrients in baby’s skin. While there is no one right way to parent, there is a superior way to care for baby’s skin.
During a single bath, baby’s skin can lose moisture up to five times faster than an adult’s, making it vulnerable to dryness. All Baby Dove products are dermatologist and pediatrician tested and hypoallergenic for all babies’ skin types.
NEW Baby Dove has products for all skin types in its Rich Moisture and Sensitive Moisture ranges. Baby Dove’s Rich Moisture range has been developed for babies with normal to dry skin and goes beyond mildness to help replenish essential nutrients to help skin retain its natural moisture. The range is hypoallergenic with pH neutral, tear-free cleansers, and a fragrance specifically developed for delicate baby skin. Baby Dove’s Sensitive Moisture range has been developed for babies with sensitive skin. It is fragrance free for sensitive skin and the range is hypoallergenic with pH neutral, tear-free cleansers.
Baby Dove is now available at food, drug, mass, value, baby, and online retailers.
Baby Dove encourages all parents to trust their way. There are no perfect parents, only real ones. Watch the Baby Dove video
1 Baby Dove Real Mothers Heard study, 2016
2 Baby Dove US ‘Understanding the Multi-Dimensional Mom’ Research, 2017
3 Dove Men+Care Dad Portrayal, 2014