If you browsed the body wash aisle in recent years, you likely noticed more exotic and sensory-stimulating offerings, many of which hail from new or smaller brands. Some product descriptions sound like tasty toppings from a five-star restaurant, with others evoking lush, Edenic landscapes: “Vegan Murumuru Butter and Rose,” “Hydrating Coconut Latte,” and “Rich-Lathering Silver Water and Birch,” to name just a few. Many consumers have begun to feel that cleanliness ought to be a journey, not just a destination.

Dove, known for its high-quality formulations and moisturization benefits, has delivered superior personal care products for more than 60 years. Despite being a category leader with years of double-digit growth and a high-performing package design under its belt, the brand took a proactive approach to design management.