Pat Rafter Launches NEW Dove Men+Care Campaign

Pat Rafter Launches NEW Dove Men+Care Campaign

Dove, the beauty brand that famously sparked a global conversation with the launch of the Campaign for Real Beauty is now starting a conversation with men. NEW Dove Men+Care offers a range of technologically advanced products that will give men the same level of comfort in their skin as they have in their lives.

Embodying the brand's philosophy of 'being comfortable in your own skin' and fronting the campaign from early 2011 is Aussie tennis legend, Pat Rafter.

Duncan Robertson, Dove Men+Care Senior Brand Manager, explains the rationale behind the Dove Men+Care brand positioning and selection of Pat as an ambassador for the brand.

"Using real men is consistent with Dove's heritage of speaking to consumers in an authentic way that is relevant to their lives, hence us choosing one of Australia's most well known, comfortable and experienced guys to front our campaign."
"At Dove we believe the ideal man is a man who is comfortable in his own skin, and we recognise the journey and life experiences it takes for real men like Pat to become comfortable with who they are…and stay that way.

Pat Rafter also comments:
"It's great to be recognised as an Aussie guy who's comfortable in his own skin, even if that does mean appearing in 30m poster without a shirt!"

The new Dove Men+Care range helps fights skin dryness and contains cleansing bars, body washes, facial washes, plus a great exfoliating shower tool. All of these products will be available from February 2011, and join the already popular Dove Men+Care deodorants, which were launched in 2010.
 

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