Business
BABY DOVE® DEBUTS IN INDIA
Prabha Narasimhan-vice-president-skincare Hindustan Unilever, Genelia Deshmukh and Tara Sharma
4th October 2016, Mumbai: Dove, a beauty brand trusted by women and mothers around the world, today marked its entry in the baby care category by announcing the launch of Baby Dove in India. With a promise of going beyond mildness to replenish essential moisture, India became the second market in the world, after Brazil, where the brand is present. Celebrity mom Genelia Deshmukh, and TV show host and mommy influencer Tara Sharma formally unveiled the product range at Four Seasons Hotel in Mumbai. Staying true to its philosophy, Baby Dove celebrated the concept of ‘Real Moms’ and the belief that there is no such thing as perfect mothers, only real ones.
Revealing the first look of the product, Genelia Deshmukh said, “I would like to congratulate Baby Dove on the wonderful line of products that they are launching today. I am glad that they saw me as a mother to come here and be a part the event, because yes, there are loads of anxieties and all of us get into this circle of being extremely anxious and question whether we are doing the right or wrong thing. We need people to come up and say that we are with you, we hear you, we understand you, and we will do our best to make this ride much easier because it is not the easiest in the world. As a new mom, you need a lot of assurance and I have seen the difference between my experiences as a first-time mother and the second time around. I have seen how I have grown, and felt more comfortable the second time. With time, you realise there is no point in being anxious. Thank you Baby Dove for a new line of products that we can trust!”
Tara Sharma added, “Being a loving mum of our two little kids, I am excited to find a brand like Baby Dove that shares the same beliefs as I do. I often say ‘No one gets more advice than a pregnant woman and a new mum! And as much as it may be helpful to listen to some of this advice, it is also important early on to decide who you will listen to, like maybe your doctor, your mum and yourself! It is important I think to trust one’s maternal instincts and do what works for you and your child and family. Each child, each parent, and each family is different. Baby Dove says just this and they also advocate that one should not feel pressured to be a perfect mum as there are no perfect mums, only real mums! I would go a step further to say every real mum is a perfect mum to their own children. Baby Dove’s values, products and their global survey ‘Real Mothers Heard’, really resonates with me and I am confident that Baby Dove will be well-received by all!”
The launch of the brand also entailed a very interesting panel discussion that highlighted the pressures and anxieties faced by an Indian mom, as revealed by the ‘Real Mothers Heard’ survey conducted by Baby Dove. The survey respondents comprised mothers from six different geographies including USA, UK, India, China, Brazil and Mexico. The panelists were celebrity moms Genelia Deshmukh and Tara Sharma, one of the country’s leading clinical psychologists Varkha Chulani and the Ex-President of Indian Academy of Pediatrics (IAP) Dr. Uday Ananth Pai. By drawing from their personal experiences, each panelist validated the findings of the ‘Real Mothers Heard’ survey and reassured moms to ‘trust their way’ as there is no right or wrong way of parenting.
A few surprising insights unearthed by the study showcase that –
- 90% of Indian moms feel pressured to be a perfect parent
- India ranks highest globally with 54%, where moms would like to go to work rather than stay at home
- While 67% new mothers feel guilty when they return to work, rather than staying at home with their child
“From choosing a preferred way of feeding, educating and disciplining their child, or deciding if and when to go back to work, the Real Mothers Heard study revealed split views among women, ultimately showing there is not one ‘right way’ to parent. Even more interestingly, we note that all over the world, mothers are feeling the same way. We want mothers to know that when it comes to themselves and their babies, they do know best,” explained Varkha Chulani.
“We know that having a baby is a turning point in a woman’s life, but this joyous new chapter also comes with new concerns, one of the key ones being baby skincare. Mothers today are facing an enormous amount of pressure; whether it’s balancing views of family, peers and society not to mention the mounting advice available on the topic of the correct way to parent. An effective skin care routine is crucial to a baby, as their yet-to-mature skin is susceptible to damage from cleansers, dry weather and other environmental factors.” said Dr. Uday Ananth Pai.
At the launch, Prabha Narasimhan, Vice President Skincare – Hindustan Unilever, said, “We are excited to bring Baby Dove to India after a highly successful launch in Brazil. The brand also signifies the entry of Hindustan Unilever in the baby care category. At Baby Dove, we believe that mildness alone is just the first step to protecting a baby’s delicate skin. Our aim is to go beyond mildness and ensure that the lost moisture is replenished, thereby providing superior care. We strongly feel that the Baby Dove campaign resonates with moms globally, and we have set out to reassure moms that they know what’s best for their child.”
Baby Dove brings the heart of the Dove brand into baby care with its newest line of products. Developed for babies with normal to dry skin, the range includes the Baby Dove Rich Moisture Baby Bar, Baby Lotion, Diaper Rash Cream, and Baby Wipes and a Sensitive Moisture Baby Bar to take extra special care of babies with sensitive skin. Dove has built on its near 60-year heritage of moisture, mildness and care to develop cleansers enriched with its iconic ¼ moisturising cream and patented technology to protect the skin’s natural barrier. Dermatologist tested, and paediatrician approved, Baby Dove contains two ranges with products formulated with cleansers and moisturisers that uniquely replenish essential nutrients and are hypoallergenic and pH-neutral for all babies’ skin types.
Baby Dove is available from 1st October, 2016 in Modern Trade, General Trade and Chemist channels. It is also available on Ecommerce portals.
Baby Dove product range is priced at-
- Baby Dove Bars- INR 27 (50 gm) for both rich moisture and sensitive range
- Baby Dove Bars- INR 48 (75 gm) for both rich moisture and sensitive range
- Baby Dove Lotion- INR 180 (200 ml)
- Baby Dove Diaper Rash Cream- INR 210 (45 gm)
- Baby Dove Wipes- INR 210 (50 sheets)
