Dove is coming to Dante.
In celebration of its recent Plant Milk Cleansing Bars, the body care brand will take over Dante West Village in Latest York on Feb. 22 and Feb. 23 to host a “Dove Deluxe Bar,” where consumers can take pleasure in cocktails and mocktails inspired by the 4 bar soaps in the gathering.
Dove mixologist Renato Tonelli curated the drink recipes, crafting a daiquiri-style “Dreamy & Steamy” drink with rum, vodka and citric acid inspired by the Coconut Milk & Sugar Lychee bar; a whiskey Negroni “Shower Cap” drink inspired by the Oat Milk & Berry Brulee Plant Milk bar, and “Scent-sational Spritz” and “Bathtime Bubbles” drinks drawing from the Macadamia Milk & Willow Lavendar bar and Turmeric Milk & Lemon Drop bar, respectively.
“From our research and social listening, we all know consumers are looking for ways to raise their self care routines, and we wish to deliver sensorial, intimate touch points that allow them to experience our products beyond the sweetness aisle,” said Mele Melero, global vp of Dove Skin Cleansing.
TikTok trends like last 12 months’s “shower beer” trend, which saw users playfully showcasing their in-shower beverage of alternative, were amongst those which Dove drew from for the activation. “We decided to place our own, premium twist on the shower bevy experience,” Melero said.
Beyond shower beers, TikTok has propelled an overall “aesthetic shower” trend, with consumers integrating filtered shower heads, luxe soaps and scrubs and even eucalyptus bundles into their routine (videos tagged #ShowerEucalyptus have garnered greater than 8 million views on TikTok).
The pH-balanced cleansing bars are actually available online at walmart.com for $5.99 each, and can roll out nationwide at mass retailers in March. The Dove Deluxe Bar will likely be open from 7 to 9 p.m. on Feb. 22 and from noon to 9 p.m. on Feb. 23. Guests over the age of 21 could make reservations at dovedeluxebar.rsvpify.com.
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