In a sweet collaboration, Dove and Crumbl have teamed up to bring a limited-edition skincare line that captures the irresistible scents and whimsical aesthetics of bakery treats. Available exclusively at Walmart, the Dove x Crumbl collection showcases a range of personal care products in packaging inspired by Crumbl’s signature pink hues.
The partnership, which began rolling out in December 2024, features four products: body wash, body scrub, deodorant, and hand wash. Each item is infused with fragrances that evoke the essence of Crumbl’s most popular cookies, including Confetti Cake, Lemon Glaze, and Strawberry Crumb Cake.
Eye-Catching Packaging with a Touch of Pink
Designed with bakery-inspired graphics, the packaging of the Dove x Crumbl collection stands out with a fun and fresh aesthetic. The hand wash comes in a pump bottle, while the body wash features a flip-top dispenser. The body scrub is housed in a clear, colorless jar that highlights the pastel pink and yellow hues of the product inside.
What sets this collaboration apart is the distinctive Crumbl-pink tint that colors all the packaging components, including the containers, closures, and pump dispenser. This marks the first time Dove has altered its traditional white packaging in the brand’s history. The co-branded logo combines Dove’s iconic flying dove, rendered in metallic gold, with Crumbl’s lowercase wordmark in bold black, further reinforcing the partnership.
Scent-Specific Labeling Inspired by Crumbl’s Cookies
Each product features packaging that visually represents its corresponding scent. The Confetti Cake body wash and scrub, for instance, are adorned with an image of a sugar cookie topped with pink frosting and candy confetti. The Lemon Glaze products showcase a glazed lemon sugar cookie, complete with a slice of lemon as decoration, while the Strawberry Crumb Cake label features a cookie drizzled with vanilla glaze and sprinkled with strawberry-flecked streusel.
Dove’s Ongoing Trend Toward Food-Scented Products
This launch follows the success of Unilever’s previous limited-edition food-scented collection. In November 2024, the brand released the Holiday Treats Collection, which included body washes, deodorants, hand washes, and body scrubs in seasonal food-inspired fragrances like Cinnamon Pumpkin Pie, Ginger Bread Delight, and Hot Cocoa Swirl. Although this collection did not feature a co-branding partnership, it utilized similar packaging designs, with festive holiday-themed graphics.
The Dove x Crumbl collaboration, with its deliciously scented offerings and eye-catching packaging, exemplifies the growing trend in food-inspired personal care products—a market that continues to spark interest among consumers drawn to both nostalgic scents and playful, visually appealing packaging.
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