Dove makes important milestone in refill formats
FEMALE care brand Dove has unveiled its first ever refillable anti-perspirant deodorant format, marking a milestone for the brand.
Dove’s new refillable anti-perspirant provides 72 hour sweat and odour protection, combined with its signature skin care formula. This innovation delivers a distinct proposition for shoppers, says parent firm Unilever, who are looking for an efficient solution with skincare benefits alongside a more sustainable deodorant.
The new refillable anti-perspirant range debuts in three starter kits, each containing a different coloured case and one 35ml refill deodorant stick. Shoppers will be able to choose from three unique fragrances as well with Original, Violet & Tonka Bean and Peony & Pineapple.
Alongside these starter kits, six standalone refills will also be available in three scents above as well as Macadamia & Coconut, White Flower & Heliotrope (Superdrug exclusive) and Lily & Green Lime (Boots exclusive). Each refill is designed to fit with any case, expanding the range with exclusive scents for shoppers.
Each starter kit comes with an RRP of £16 per pack and every refill comes at an RRP of £7 each.
The new launch will also be backed by a nationwide £7.5million above-the-live marketing campaign and use Dove’s brand awareness to bring more consumers into the refill category and help to grow overall category worth.
Chris Barron, general manager for Unilever’s personal care business in UK&I, said: “Refill formats continue to be an exciting growth space within deodorants. By bringing together Dove’s 72hr protection and signature skin care benefits in a beautifully designed refillable case, we’re expanding shopper choice within the refill category.
“With the power of the Dove brand, retailers can expect strong volume growth from existing anti-perspirant users looking for more sustainable options that meet their efficacy and skincare needs.
“This launch also builds on our continued efforts to grow the Wild brand which has resonated with consumers through its natural deodorant proposition, sustainability credentials and direct to consumer engagement.
“Together, Dove and Wild allow us to broaden the appeal of refills and accelerate category growth. Our vision at Unilever is for refills to become a significant pillar of the deodorants category.”
