Background

Since its inception in 2018, Baby Dove has positioned itself as one of the leading baby brands with its strong moisture proposition in a category that focuses on products that offer gentle and mildness for babies’ skin. To battle a century-old heritage brand dominating the category, Baby Dove launched into the baby skincare space by doing something different: instead of just using traditional channels, it leveraged on the insight that a woman’s mindset changes in every moment of her motherhood journey and utilized data-driven strategies that aimed to address every step of this journey. And during its early years, Baby Dove disrupted the category with its rigorous data-driven strategy and innovative approach. However, despite its successful launch, Baby Dove's audience pool remains a leaky bucket as first-time moms eventually graduate and exit the category with their kids needing a different set of skincare products as they grow old.