The Strange Case of Dove in Europe

It all started in 2023, during my month of studies in Madrid. Before even exploring the city, my first mission was to stock up on everything I needed for a month in an Airbnb in Chamberí. At El Corte Inglés, along with other essentials, a bottle of Dove shower gel ended up in my shopping cart.

From the very first use, however, something surprised me: the texture. Nothing like the rather fluid formula I remembered—here the product was much thicker and creamier. For the first time, I had the clear feeling that I was dealing with a genuinely different formula.

I finished the 600 ml bottle in just a few weeks and, to be safe, bought three more to take home. At that point, the doubt arose: is the Spanish Dove really different from the one sold in Italy or Switzerland?

I compared the 600–700 ml format — often on sale in supermarkets in northern Italy — with the Spanish one. The density wasn’t the same. I filed the case away, used up my stash, and forgot about it…

Until two weeks ago.

I was about to travel to a country where I had no idea if I’d find my usual products. In the store, I chose a 450 ml bottle — smaller, never on sale, and more expensive (about €3.99/4.99). Upon arrival, I opened the bottle, and there it was again: a consistency very similar to the one I had found in Spain.

Once back home, I decided to compare the two products with a few “at-home tests”: the speed at which it pours, the way it flows, the tactile feel between my fingers. The difference was obvious: 450 ml and “Spanish” on one side, promotional large bottles on the other. Even the 250 ml format was slightly thicker than the 600–700 ml, but it never reached the density of the 450 ml.

The labels don’t list the proportions of the ingredients, so the cause remains a mystery. One thing, however, seems clear: the more a format is featured in sales and mega-promotions, the less concentrated its formula seems to be.

If you’re curious, try the different formats and see for yourself. The 450 ml is easy to find at Esselunga, but not in other chains or in Switzerland.

To Unilever, a word of advice: if these differences are due to different production lines or target markets, know that some people do notice.

In the end, the question remains: is it better to save money with the “family size” bottle, or go for the smaller version to get a richer consistency?

Questo post è disponibile anche in: Italiano