It’s a big year for Dove.

The personal care brand, owned by Unilever, which in 1957 introduced the iconic one-quarter moisturizing cream cleansing bar, is celebrating their 60th anniversary.

Over the past six decades their beliefs and commitments in real women have remained a constant: Dove has always wanted to build confidence while supporting inner beauty.

Those building blocks are reinforced with their new launch, Baby Dove, which arrived this week. The line offers an array of products including a bar, tip-to-toe body wash, shampoo, lotions and wipes. Not since 2010, when the skin cleansing company introduced their Dove Men+Care line, has the brand launched such a big initiative.

The idea started almost five years ago, which included a year or two of research before rolling out the first round of products in 2014 in Brazil. Mexico, Argentina, Paraguay, Uruguay, Bolivia and India soon followed.

This week the U.S. that will experience the new line.

“Every market is different. For the U.S., we wanted to make sure we had the right product mix and brand point of view,” said Nick Soukas, Vice President of Dove, who spoke from the company’s headquarters in Englewood Cliffs, NJ. “We have created products developed uniquely for the U.S. market, like our sensitive moisture range.”

One of Baby Dove’s goals is to show that there’s no one “right way” or one “perfect way” to parent.

“Unrealistic standards only bring anxiety and pressure to new moms,” he added. “Our research showed that 84 percent of moms believe the stereotype of the perfect mom is an outdated standard for modern parents to live up to. The big insight for us was that there are no perfect moms, just real ones. And bringing realness into beauty, and now parenting, is where Baby Dove was born.”

An announcement this big comes with a number of plans.

The first part of the initiative will include “digital and T.V. advertisements, social media on Facebook and Instagram, and our pr team will be reaching out to print,” Nick explained. “We also want to make sure we showcase the products in conjunction to the brand’s point of view. Part of our campaign is for Dove to encourage parents to trust their way, and do what they think is best for their babies and themselves.”

And let’s not forget the millennials, or more specifically, millennial moms.

“We will also reach out to a broad base of millennial mom influencers to share how the multiple layers of their identities have helped them be better parents,” he added. “We are open to how influencers want to share this, with words, videos or a combination, all portraying the realistic image of what moms today are facing.”

The two milestones weren’t necessarily meant to happen simultaneously, but as Nick mentioned, “It was a very fortuitous coincidence. We are excited about both,” he said. “This is an important initiative from Dove in its 60th year. We are helping to continue to build confidence in women, and now in the confidence in parenting decisions. That’s the connection. That’s how as a brand these two parts fit together.”