• by Aaron Baar , February 15, 2017

For all the increased attention men may be giving to their grooming routines, there is still a need to get back to nature, which is why Dove Men + Care is promoting its new line of products with a chance to spend some time in a posh treehouse. 

The brand this week unveiled its first-ever cross-category grooming line, Dove Men + Care Elements, which features ingredients such as Sage & Minerals, Charcoal & Clay and Sandalwood & Mineral Powder, to add sensory input to men’s everyday grooming routines. The new line spans across body washes, bars, deodorants and shampoos. 

“We know that men are looking for a new kind of freshness in their grooming routines,” said Nick Soukas, vice president of marketing for Dove at Unilever, in an e-mail. “With the Dove Men+Care Elements line, we’ve developed personal care products that are inspired by the power of nature’s elements.”

To introduce the new line, the brand has partnered with Pete Nelson, host of “Treehouse Masters” on Animal Planet, to build a treehouse in Chattanooga, Tenn. Inspired by the ingredient combinations of the new line, the treehouse is a visual metaphor of man and nature coming together. 

“We’re really trying to leverage the ‘I’m getting in touch with nature’ [attitude] and bring it to life for the consumer,” Soukas said.

The brand is offering consumers a chance to stay for a family of four in the treehouse once it is completed. A Dove representative cited an Airbnb survey revealing tree-house stays were popular “wish-list” experiences for travelers as part of the inspiration for the contest.