Image used for illustrative purposes only

Mintel research reveals that 92% of body wash users interviewed feel that taking care of the skin on their bodies is just as important as facial skincare. The Serum Shower Collection aims to provide consumers with a luxurious shower experience while promoting healthier skin.

Unilever has introduced its innovative Serum Shower Collection, designed to deliver skincare benefits beyond the shower. The collection, launched under the Dove brand, features body washes, scrubs, and beauty bars that address various skin concerns with active skincare ingredients.

The Serum Shower Collection utilizes Unilever’s patented MicroMoisture™ technology, which ensures that the skincare benefits continue to work long after the product is rinsed off. This addresses the growing consumer demand for body washes that provide more than just cleansing.

The collection is grounded in consumer insights. Consumers are increasingly concerned about the skin on their bodies, as well as the skin on their faces. During the company’s research, consumers were asked to share their greatest skin-related concerns. These insights were used to shape a portfolio targeting nine of the most common pain points: Hydration, Acne, Glow, Sensitive Skin, Dry Itchiness, Suppleness, Radiance, Exfoliation, and Even Skin Tone.

Facial and Body Skin Similarities

Facial skin and body skin are quite similar on a structural level, having the same cell types and structures. This realization led formulators to use the same active ingredients that work on the face for the rest of the body. The skincare serums infused with collagen, vitamin C, and other hero ingredients have specific purposes, such as plumping the skin or targeting acne. However, a healthy skin barrier is essential for these ingredients to be effective.

Formulators also worked with dermatologists and beauty experts to ensure they were addressing the right skin concerns. They partnered with dermatologists of color to develop body washes crafted for melanin-rich skin. Extreme dryness is a common pain point for consumers with melanin-rich skin. Thus, the Melanin Radiance product uses a 5% pro-ceramide serum with a nourishing oil blend to help tackle that issue. Another example is the Acne Clear formula. Acne is not restricted to the face, and yet there are few over-the-counter (OTC) products designed to treat acne on the shoulders or back. The Acne Clear formula, is one of the few that aim to target these problem areas.

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The Challenge of Rinse-Off Products

One of the challenges was finding a way to get skincare ingredients to stay on the skin in a rinse-off product. Ingredients like collagen, vitamin C, and AHAs (exfoliating alpha hydroxy acids) are often hero ingredients in facial skincare products where they are left to work on the skin for many hours. But in a shower, they only have a few minutes on the skin.

Unilever’s groundbreaking MicroMoisture technology provides the answer for the moisturizing and exfoliating formulas. The technology deposits millions of MicroMoisture droplets onto the skin. These fit into the gaps and crevices of the skin to create a nourishing coating that helps prevent moisture loss. They also ensure that any skincare ingredients are locked into the skin and can keep working long after the shower has ended. This technology enables other key ingredients—such as pro-ceramides—to deposit and work in conjunction with the skin’s natural processes.

The warm, wet conditions of the shower create the perfect environment for the skin to absorb nutrients, allowing each body wash infused with skincare serums to provide a facial care experience for the full body.