Dove to get the Lynx treatment

Lever Fabergé is rolling out the Lynx barbershop format nationwide and is understood to be creating a health and beauty retail brand around Dove.

Lever Fabergé is rolling out the Lynx barbershop format nationwide and is understood to be creating a health and beauty retail brand around Dove.

The emphasis of Dove, which is a range of moisturising soaps and personal care products, will be on the pampering aspect of health and beauty rather than the health and fitness side, sources say. Plans are at an early stage.

The decision by Lever Fabergé to expand its top consumer health and beauty brands into retail follows similar moves by Cadbury’s, which has launched a café brand, Nescafé and its coffee bars and its parent, which has already extended its tea brands into tea bars called Chi’a.

Lever Fabergé is rolling out its male grooming salons, designed by Jump, starting with Kingston-upon-Thames this week. A third is planned for launch in Greater London in spring and Lever Fabergé is looking at further sites now.

The first concept store was launched last August.

Jump director Simon Jordon says Unilever has always intended to take its Lynx concept nationwide, and has plans for outlets in other UK cities such as Manchester and Leeds.

“The salon would work anywhere where there are young guys wanting a haircut without feeling alienated,” he says.

The new Kingston store will feature some new design elements to make the store more “butch”, says Jordan, including a grey/ blue rubber floor and a large Perspex image wall featuring Lynx-branded graphics.

A Unilever spokesman denies plans at present for a national roll-out of the Lynx store, but says that it may consider a wider rollout if the three concept stores prove successful.

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