Dove to launch own-branded digital TV

Unilever is launching a digital channel for its Dove brand to signal a new approach to Dove’s Campaign for Real Beauty.

The Dove Digital Channel has been created to provide a dedicated digital presence, which is intended to expand the brand’s interaction with its consumers. Unilever says the channel will be a “unified worldwide digital presence designed to be a trusted source of information, education and inspiration”.

The channel has been developed in alliance with OgilvyInteractive and Microsoft’s MSN. Unilever says the combined resources of these partners will provide accelerated access to Dove’s global audience.

Dove’s Campaign for Real Beauty has long sought to engage women in a dialogue about what beauty means to them through its Dove.com website. Unilever says the launch of the channel will take this relationship between brand and consumer to a new level.

The channel’s content will feature an editorial board, to drive conversation between women, building an online community and personalising each visitor’s experience, based on their individual choices.

The channel will also feature content “inspirational” guest editors, brand ambassadors and beauty experts.

The brand’s forthcoming launch of a range of mew products directed at 20-something women will feature, as is now customary in Dove’s creative work, real women and not professional models.

The Dove go fresh range is set to launch with a campaign in June based on the concept that fragrances can lift the spirit (MW 27 March).

A micro-series, starring singer Alicia Keys, forms part of the Dove go fresh campaign. The series is to be screened in three-minute episodes over a five-week period on MTV, during The Hills, and will also be accessible via the new Dove channel.