# Delicate Skincare Packaging Dove's True Tone Branding Suggests Its Gentle and Premium Qualities By Laura McQuarrie | Published 2014-05-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/true-tone References: [packagingoftheworld](http://www.packagingoftheworld.com/2014/05/dove-true-tone.html) & [dove.br](http://www.dove.com.br/pt/Produtos/True-Tone/default.aspx) [Dove](https://www.trendhunter.com/trends/dove-crme-serum-collection) True Tone is part of a new premium line of skincare products, aimed at helping to reduce dark underarm marks overnight. The packaging developed for Dove by [Casa Rex](https://www.trendhunter.com/trends/pomellatos-collezione-1967) is extremely soft and subtle, seemingly to suggest the product's ability to make these marks shrink away. On the products, there's not a dark mark in sight and the True Tone range celebrates both the classic Dove white, as well as a push forward as the brand continually innovates. Aside from the use of the iconic, opaque white, the clean True Tone bottles are accented with gold, which also hints that it is part of a premium product line. True Tone is one of the three new collections from Dove that will be launched at [Selfridges](https://www.trendhunter.com/trends/mind-games-soulmate-collection) during the Beauty Project throughout the month of May. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 48% | Activity: 63% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Premium Skincare Products:** Opportunity to develop high-end skincare products that target specific skin concerns. - **Subtle Packaging Design:** Disruptive innovation opportunity in creating soft and understated packaging that implies gentle and effective product qualities. - **Innovation in Dark Mark Reduction:** Potential for developing cutting-edge skincare solutions that effectively reduce dark underarm marks overnight. ### Industries Being Reshaped - **Skincare Industry:** Opportunity for skincare brands to tap into the growing demand for premium skincare products. - **Packaging Industry:** Opportunity for packaging companies to create subtle and premium packaging designs for skincare products. - **Beauty Retail Industry:** Opportunity for beauty retailers to showcase and promote innovative dark mark reduction skincare products. ## Related on Trend Hunter - [Body Skincare Lines](https://www.trendhunter.com/trends/dove-crme-serum-collection.md) - [Romantic Bodycare Collections](https://www.trendhunter.com/trends/garden-tea-party-collection.md) - [Accessible Science-Led Skincare](https://www.trendhunter.com/trends/dove-regenerative.md) - [Wisdom-Focused Skincare Packaging](https://www.trendhunter.com/trends/wise-personal-grooming.md) - [Inclusive Skincare Branding](https://www.trendhunter.com/trends/featforskin.md) - [Regency-Era Body Care](https://www.trendhunter.com/trends/bridgerton-x-dove.md) - [Grey Hair-Embracing Care Products](https://www.trendhunter.com/trends/love-your-silver.md) - [Vegan-Inspired Body Washes](https://www.trendhunter.com/trends/plant-milk-skincare.md) - [Beneficial Skin Care Products](https://www.trendhunter.com/trends/dove-skin-care-cosmetics-moisture.md)