Dove had set out to launch the Biphasic Cleanser, a dual-phase innovation that combines oil and water to both cleanse and nourish in one step. The challenge was to decode how Indian women, often fatigued by complex multi-step routines, would embrace this multi-sensorial product. Women today desire “clean beauty that feels like care” - skincare that is effective yet gentle, part of a daily ritual that feels nurturing rather than clinical or trend-driven.

Jigsaw’s strategy positioned Dove Biphasic as a sensorial experience blending care with indulgence. By crafting two complementary narratives - one rooted in everyday self-care and reset, the other in luxury and indulgence with cues of sophistication - Dove was able to elevate the “Shake & Mist” ritual into a distinctive gesture of transformation. This communication approach will help reinforce Dove’s legacy of gentle care while giving it a modern, premium expression that resonates deeply with women seeking simplicity, efficacy, and emotional connection.