Dove is expanding into the fine fragrance market.
Starting Nov. 9 at Target and Nov. 11 at Walmart, the personal care brand will drop its first three-scent body mist line — available in Sugar Cookie Sprinkle, Gingerbread Delight and Frosted Plum Berry — as part of the Holiday Treats Limited-Edition Collection, an assortment of body washes, scrubs, bars, liquid hand soaps and antiperspirant deodorants. The mists will range in price, from $3.99 to $7.99.
To honor its product expansion and holiday collection, Dove has teamed up with the Radio City Rockettes as their first official scent partner. The news comes as the esteemed dance group prepares for opening night of the 2025 Christmas Spectacular season, beginning Nov. 6, and celebrates its centennial year on stage.
Throughout the eight-week run, ticketed guests will be invited to experience Dove’s fresh scent offerings via a photo booth on the second mezzanine and inside the hallways of the Grand Lounge, located on the lower level of the Great Stage hall. Attendees will also receive their own samples to take home and test on themselves. The full dove collection will be displayed on a mock-up Times Square billboard for the fan-favorite “New York at Christmas” number during the show, too.
Dove’s fine fragrance foray comes at a significant time as data from Circana shows that mass fragrances are outpacing the prestige category with 17 percent growth this year. Target, specifically, is doubling down on mass fragrance, having seen a 700 percent increase since 2018. The retailer estimates double-digit growth in the next year.
Growing consumer interest is being fueled by a ritual-based approach to fragrance led by brands like Nusz, Dossier and Fine’ry, in which shoppers are encouraged to view scent as an everyday mode of self-expression.
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