Dove is branching out beyond the drugstore and taking on the big city. Offering services from manicures to massages to waxing, the Dove Spa in Toronto opened its doors on April 29 at Yonge and St. Clair. It’s the second one in North America – the first opened in Oakville, Ont. last October.

To promote the spa, it’s being linked to Body & Soul, the highly successful Dove-commissioned play that debuted in Toronto last summer and is returning for another run from June 4 to 21 this year at the Tarragon Theatre. Dove is sending out an email blast to their database of devoted customers offering them a free facial at the spa when they purchase two tickets to the play.

Sharon MacLeod, marketing director for Dove and skin care at Unilever, says that there is a natural connection between the spa and the play because they both celebrate real women. ‘We want [the spa] to be a really engaging experience and one that has them feel great about themselves,’ she says.’Both the spa and the play have women reflect in a positive way.’