On April 6th, 2026, Jasmine Mucenieks Keeton, R&D Head Beauty & Wellbeing for Pakistan, Türkiye, Arabia and Bangladesh, shared insights with Packaging MEA on the latest evolution of Dove’s haircare packaging—its most significant redesign in over 15 years. Jasmine emphasizes that packaging must evolve alongside scientific advancements. While formulations have progressed significantly, she highlights that packaging had not kept pace, creating a gap between product performance and shelf perception.
She explains that the “Dove Dream” initiative was designed to close this gap by creating packaging that would “convey strong beauty credentials” and communicate expertise more clearly. Jasmine highlights that the redesign also focused on functionality, premium appeal, and user experience. Sustainability remains central to this approach. Jasmine emphasizes that circular thinking is embedded into the design process, including the use of post-consumer recycled materials and exploration of refill solutions.
As Jasmine highlights, “Packaging must evolve with the science—what we design today must clearly signal performance, expertise, and future-ready sustainability.”