Within a wider refresh of its hygiene products celebrating its 75th anniversary, Dial is releasing ‘ergonomically improved’ 16oz and 21oz body wash bottles claiming to be made of 100% recycled plastic.
Dial’s updated line of fifteen Dial Body Wash products features established hero scents and the new Calm & Soothe Eucalyptus Mist and Energize & Boost Berry Burst products. The inclusion of both hopes to balance brand nostalgia with an upgraded formula for a gentler yet more effective body wash.
The new scents respond to insights as to whether consumers shower in the morning or at night and the benefits they hope to get from their body wash products. Approved as cruelty-free under the Leaping Bunny programme, the dermatologist-tested, PH balanced HYDRACLEAN COMPLEX – containing vitamin E and free from parabens, phthalates, silicones, and sulphated surfactants – features in the new lineup.
To develop the products, Dial observed the character traits of its target consumer – status-driven and focused on their mental, emotional, and physical health – to develop the Dial Up Your Day campaign. The tagline encourages consumers to care for themselves amidst their busy lifestyles, and the brand has partnered with actor and director Melissa Fumero to promote the message.
The brand is also relaunching its bar soap portfolio with a new look and formula. Like the body washes, the soaps are tested by dermatologists, pH balanced, paraben-free, and Leaping Bunny approved; Dial’s partnership with Solidaridad also seeks to ensure that palm oil is produced ethically and sustainably, working to prevent environmental harm and improve working conditions for farmers and workers.
Vildan Oenpeker-Cerci, senior vice president Marketing North America, says: “At Dial, we are committed to evolving our products to meet the needs of today’s consumer. The enhancement of our body washes, featuring improved packaging and advanced formulations, help consumers ‘Dial Up’ to be their best selves mentally, and physically.
“Now with 100% recycled packaging and HYDRACLEAN COMPLEX, our new body washes cleanse deep while being gentle on skin, leaving it feeling healthy and renewed. We are proud to be leading the way in creating a more sustainable future for generations to come while providing the highest quality products. Our goal is to help our consumers feel confident and ready to conquer anything.”
The announcement follows the collaborative programmes undertaken by Dial and Plastic Bank, with Dial Refills made of Social Plastic, or plastic waste collected from both the land and shorelines, thought to have saved over 35 million plastic bottles from entering the oceans earlier this year.
Alongside its goal of fostering a circular economy, the initiative is expected to prevent over 6.5 million pounds of carbon emissions in 2023.
Henkel previously celebrated the coming of spring with a new bottle for its Pril Limited Edition dishwashing liquid brand. It also claimed to contain 100% recycled plastic, with 50% of that figure sourced from Germany’s ‘yellow bag’ collection system; this would later be expanded to cover all Pril bottle bodies.
P&G’s Head & Shoulders’ brand has also unveiled a recyclable ‘roll and squeeze’ bottle for its nine-ingredient anti-dandruff shampoo BARE, intending to help consumers use ‘every last drop’ and prevent product waste.
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