Smell Like a Cookie with Dove Crumbl Skin CareSmell Like a Cookie with Dove Crumbl Skin Care

Dove and Crumbl partnered to package bakery imagery and scents in the limited-edition Crumbl collection sold through Walmart.

Kate Bertrand Connolly, Freelance Writer

January 21, 2025

4 Slides
Dove Crumbl skin care product promotion at Walmart

Already have an account?

Dove

At a Glance

  • Unilever's collaboration with Crumbl brings food-scented Dove products and flavor-forward packaging.
  • Rigid plastic packaging includes a pump bottle, flip-top dispensing bottle, and screw-top jar.
  • This project follows Dove’s holiday collection of products that smelled like holiday treats.

The trend toward food-scented personal care products continues to drive hunger-inducing new products with catchy packaging designs. A recent foray combines the Dove and Crumbl brands in limited-edition, Crumbl-pink packaging.

Dove brand owner Unilever sells the Crumbl collection exclusively in Walmart stores and at Walmart.com. The products began rolling out online in December 2024, and the full collection of products is now available in Walmart stores nationwide.

The four products in the “Dove x Crumbl” program — body wash, body scrub, deodorant, and hand wash — are formulated to smell like classic Crumbl Cookies offerings. The three scents are Confetti Cake, Lemon Glaze, and Strawberry Crumb Cake.

Details on products, packaging formats, and labeling.

The plastic packaging structures include a pump bottle for hand wash and a bottle with a flip-top dispensing closure for body wash. A clear, colorless screw-top jar shows off the body scrubs, which are pink and pastel yellow.

Apart from the jar, all the packaging components, including containers, closures, and the pump dispenser, are tinted with Crumbl’s signature pink. The Dove x Crumbl collaboration marks the first time Dove has changed the color of its packaging, which has historically been white.

Related:Delightful or Disgusting: Would You Wear a Fragrance that Smells Like Your Favorite Snack?

The collection’s co-branded logo combines Dove’s flying-dove icon, in metallic gold, with Crumbl’s lower-case wordmark in black. To evoke the products’ scents, label graphics feature images of Crumbl cookies.

For Confetti Cake products, the label image is a sugar cookie decorated with pink frosting and candy confetti. The Lemon Glaze labels feature a glazed lemon sugar cookie topped with a decorative lemon slice, and the Strawberry Crumb Cake graphics incorporate a cookie decorated with vanilla glaze and strawberry-flecked streusel.

A follow-up to the seasonal food scent trend.

Shortly before rolling out the Dove x Crumbl products, Unilever launched a holiday-themed limited-edition collection of food-scented Dove products. The project, called the Holiday Treats Collection, did not include a co-branding partner.

The holiday collection launched in November 2024 and featured food scents like Cinnamon Pumpkin Pie, Ginger Bread Delight, and Hot Cocoa Swirl. The products included body washes, cleansing bars, hand washes, deodorants, and body scrubs.

Packaging structures for the Dove Holiday Treats products were similar to those used for Dove x Crumbl, but decorated with holiday-themed graphics.

Learn more about the trend toward gourmand fragrances and their packaging in the Packaging Digest article: Delightful or Disgusting: Would You Wear a Fragrance that Smells Like Your Favorite Snack?

About the Author

Kate Bertrand Connolly

Freelance Writer

Kate Bertrand Connolly has been covering innovations, trends, and technologies in packaging, branding, and business since 1981.

Sign up for Packaging Digest newsletters

You May Also Like