Unilever is to launch the first extension of its Dove brand, Dove Spa, working with Seymourpowell on graphics, identity and packaging designs for a 39-strong range of spa beauty products.
Under an arrangement between spa contractor Re-Aqua and Unilever Ventures, the company will also open its first spa in Reigate, Surrey, with the interiors designed by architect Stuff.
According to Seymourpowell director Richard Seymour, also global creative director of design for Dove, the move ‘reflects the boldness of [Unilever’s] ambitions for the brand’ and is the first evidence of its move into broader brand extensions and alliances with other businesses. The project is also the first time the product design consultancy has created packaging.
The launch of Dove Spa comes in response to burgeoning growth in the spa sector, which has grown more than 10 per cent per year over the past five years, and is worth an estimated £1.5bn, according to Re-Aqua.
The brief for the spa interiors was to create an ‘accessible and calm space,’ says Seymour. ‘It’s reflective of the Dove brand, with a calm and inviting atmosphere, not frosty or clinical. The designers have worked hard to ensure it has a more accessible feel,’ he says.
On product packaging, the logo is foil-blocked in reflective silver on a predominantly white background. Packaging is frosted and tactile, moving away from the opaque white of the parent brand. Layering of materials and the use of translucency differentiate the brand’s seven product ranges.
‘Normally you find the Dove brand in supermarkets, competing with products like Nivea,’ says Seymour. ‘This is a very different competition set – [the brand] is up against products like Clarins. The new brand combines the principles of Dove with the indulgences and premium cues associated with a spa environment. The formulation is high end with exotic ingredients.’
According to Dove Spa chief executive Suki Kalirai, the launch of the brand offers an opportunity for Unilever ‘to own the mainstream segment in the fast growing spa and beauty salon sector.’