By Allison Watkinson
TLL Reporter
Dove has launched a licensing partnership with the Crumbl baking brand for a limited-edition bath and body collection inspired by Crumbl desserts.
“The excitement of unboxing a Crumbl dessert isn’t just about a sweet treat; it’s about taking a break from the everyday hustle and savoring something special,” said Crumbl co-founder, Sawyer Hemsley . “Because Dove shares our passion for delighting customers and helping them embrace life’s little indulgences, we knew they would be the perfect partner.”
Available in three sugary scents, the co-branded collection includes body wash, deodorant, liquid hand wash and body scrub.
The Crumbl-inspired fragrances offered in the collection are based on the bakery brand’s confetti cake, lemon glaze and strawberry crumb cake cookie varieties.
“Dove and Crumbl both have passionate, loyal fanbases that revel in the feel-good moments our brands offer,” said Dove head, Gaurav Raisinghani. “Pairing Dove’s commitment to superior care with the irresistible scents of Crumbl felt like a natural fit.
“By listening to our communities, we identified the Crumbl flavors that would resonate most for this collaboration,” added Raisinghani. “The result is a collection that challenges what you thought was possible from your body care routine, allowing anyone to cookie all day, every day.”
To promote the licensed collection, Dove is changing the color of its packaging to pink for the first time so the products match the color of Crumbl’s signature pink treat boxes.
Dove and Crumbl have also teamed up with The Turn Up Twins influencer duo for a new branded jingle that commemorates the skincare collection.
Launching across the influencer’s social media accounts, the new Turn Up Twins promotional song takes their pre-existing song for the Crumbl brand and changes the words from ‘lookie lookie’ to ‘knock knock’.
“We are thrilled to bring our personal passion for two of our favorite brands, Dove and Crumbl, into this launch,” said The Turn Up Twins. “Sharing our jingles on social media started out as our own way to connect with others and make life a little sweeter. This collab is all about that, and we’re excited to play a part.”
The Dove x Crumbl collection is currently available for purchase through Walmart e-commerce platforms and Walmart store locations across the U.S.
Initially launched in 1957, Dove is a bath and beauty brand that focuses on high-quality skincare products that are made from mild cleansers and moisturizing creams.
Owned by Unilever, the Dove brand aims to support gender equality by featuring portrayals of real women across all their advertising campaigns.
This includes images that use no digital distortion and that are approved by the women they feature.
Founded in 2017, Crumbl is an American dessert and baking franchise that operates more than a 1000 shop locations across the United States, Canada and Puerto Rico.
The Crumbl brand is known for its menu of new and fan-favorite dessert flavors that rotates its offerings on a weekly basis.