ENGLEWOOD CLIFFS, N.J., Feb. 16,
2025 /PRNewswire/ -- Beauty brand Dove celebrated the
launch of its most moisturizing body wash ever with the brand's
first comedic TV ad. NBC audiences saw the ad debut during
tonight's landmark SNL50: The Anniversary Special.
The new 30-second spot, created by Maximum Effort, takes on one
of the most loathed words in the English
language—"moist"—with a hilarious twist. While "moist" might
make some uncomfortable, Dove remains one of America's most-loved
body wash because of its moisturizing formulas. Now, NEW Dove
Deep Moisture Body Wash delivers more moisture than
ever—for 24-hour lotion-soft skin, straight from the
shower.
The spot takes a satirical approach to a focus group scenario,
featuring four women who are initially enthusiastic about the new
body wash, but gradually unravel as they're introduced to the
cringeworthy, "moist" focused marketing campaign, featuring an
over-the-top mascot named "Mrs. Moist" and a jingle that takes the
word "moist" way too far. Following its NBC premiere during SNL50:
The Anniversary Special, the new MOISTurizing ad can be viewed on
Dove social channels.
As the #1 dermatologist-recommended body wash brand, the newly
reformulated Dove Body Washes offer millions of moisturizing
microdroplets by leveraging a patented Renewing MicroMoisture™
technology. The new formula goes beyond hydration, working with the
skin's natural renewal process to deeply nourish and lock in
moisture like never before.
Dove's proprietary small droplet technology, unlike that in any
other body wash on the market, ensures that moisture reaches even
the tiniest crevices of dry skin, and our formula improves signs of
dryness for a full 24 hours. Formulated with stearic and palmitic
fatty acids, this ultra-hydrating formula actively replenishes the
skin's moisture barrier, leaving it visibly softer, smoother, and
deeply nourished. The rich, creamy lather transforms every shower
into a luxurious, self-care ritual, making it the ultimate choice
for dry skin relief.
"We're so excited to debut our first comedic ad with this new
spot that celebrates moisture during such an iconic moment in
television. While the word 'moist' might be polarizing, we can all
agree that we love moisture, and with Dove Body Wash,
moisturization and hydration doesn't stop in the shower— it keeps
working all day long," says Kathryn
Fernandez, Head of Dove Purpose & Engagement, Unilever
North America. "Our latest innovation and patented Renewing
MicroMoisture™ is a game-changer, delivering 24hr lotion soft skin,
straight from your shower, and we are thrilled to re-introduce it
to the SNL50 audience in a way that is fresh and new for Dove."
Beyond superior skincare, Dove Body Wash remains committed to
sustainability and ethical beauty. Each sulfate- and paraben-free
formula comes in an ergonomic, 100% recycled plastic bottle,
designed to be stored upside down so every last drop of nourishment
is put to use. As part of Dove's global commitment to cruelty-free
beauty, the entire collection is also PETA Approved Vegan and never
tested on animals.
Elevate your dry skin routine with NEW Dove Deep Moisture Body
Wash by visiting any major retailer in-store or online like Amazon,
Target & Walmart. Explore Dove.com to find the Dove Body Wash
to best care for your specific skin needs.
About Dove
Dove started its life in 1957 in the US,
with the launch of the Beauty Bar, with its patented blend of mild
cleansers and ¼ moisturizing cream. Dove's heritage is based on
moisturization, and it is proof not promises that enabled Dove to
grow from a Beauty Bar into one of the world's most beloved beauty
brands.
Women have always been our inspiration and since the beginning,
we have been wholly committed to providing superior care to all
women and to championing real beauty in our advertising. Dove
believes that beauty is for everyone. That beauty should be a
source of confidence and not anxiety.
Dove's mission is to inspire women everywhere to develop a
positive relationship with the way they look and realize their
personal potential for beauty.
For more than 65 years, Dove has been committed to broadening
the narrow definition of beauty in the work they do. With the 'Dove
Real Beauty Pledge,' Dove vows to:
- Portray women with honesty, diversity, and respect. We feature
women of different ages, sizes, ethnicities, hair color, type, and
style.
- Portray women as they are in real life, with zero digital
distortion and all images approved by the women they feature.
- Help young people build body confidence and self-esteem through
the Dove Self-Esteem Project, the biggest provider of self-esteem
education in the world.
About Unilever in North
America
Unilever is one of the world's leading
suppliers of Beauty & Wellbeing, Personal Care, Home Care,
Nutrition and Ice Cream products, with sales in over 190 countries
and products used by 3.4 billion people every day. We have 127,000
employees and generated sales of €59.6 billion in 2023.
Our leading brands in North
America include Dove, Hellmann's, Vaseline, Degree, Axe,
TRESemmé, Knorr, Magnum, Ben & Jerry's, Nutrafol, Liquid I.V.,
Paula's Choice, and Dermalogica.
For more information on Unilever U.S. and its brands visit:
www.unileverusa.com
About Maximum Effort
Maximum Effort makes
movies, tv series, content and cocktails for the
personal amusement of Hollywood Star Ryan Reynolds. We occasionally
share them with the general public. Producers of the
Deadpool films, Free Guy, The Adam Project and Welcome
to Wrexham.
Media Contact: Samantha Colton,
samantha.colton@edelman.com
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SOURCE Dove