THE CHALLENGE

Canadian winters are tough on skin. To warm up, people take longer, hotter showers, unaware that heat above 40°C can damage skin’s natural moisture barrier. Most water systems hit 49°C, and there’s no easy way to tell when it gets too hot. Dove needed to reassert its skincare leadership by solving a real winter skin problem in a crowded and competitive body wash market.

THE STRATEGY

Dove created the Shower Sensor, the first body wash bottle with a heat-sensitive label that transforms when water exceeds 40°C. It warned consumers when the temperature crossed the threshold dermatologists recommend staying below.

THE EXECUTION

Launched in February at a hot and cold therapy spa in Toronto, the campaign combined influencer experiences, dermatologist-led demos, creator content on TikTok and Instagram, and a supporting product page. A limited drop of Dove Shower Sensor bottles was made available online, driving both awareness and sales during the harshest season for skin.

THE OUTCOME

Dove Shower Sensor Body Wash proved that when you look past the obvious and tackle a real human problem hiding in plain sight, you make an impact. 

• 16% YoY increase in body wash sales
• 139M+ earned impressions
• Exceeded influencer coverage KPIs by 30%