Dove, the number one female care brand in the UK deodorants category, is expanding its range in time for the summer months.
The brand has launched new two fresh and fruity variants – Dove Advanced Peach and White Blossom, and Dove Fruity. As freshness is the second largest consumer need within the Dove portfolio, these new products are set to respond to this demand with delicate, sweet scent profiles, and superior formulas that keeps consumers smelling fresh for longer.
The Dove Advanced Peach and White Blossom offers 72 hours of protection from sweat and odour, whilst maintaining the brand’s gentle ingredients, designed to be the kindest to skin yet. The Dove Advanced Care range uses one-quarter of Dove’s iconic moisturising cream and 100% natural sunflower seed oil, ensuring a moisturising experience.
The launch will be supported by a £10m ATL campaign across various media channels with a focus on PR and influencer activity developed to continue to drive excitement in the deodorant category.
The announcement follows last year’s successful launch of the Dove Advanced Care and Dove Men+ Care Advanced product ranges. With the brand’s retail sales value up £4.5M vs a year ago, the additional Peach and White Blossom fragrance reaffirms Unilever’s dedication to investing in the category.
Meanwhile, the Dove Fruity anti-perspirant spray was developed with fragrance seekers in mind and its addition to the core range provides more choice for Dove’s value customers. It delivers effective 48-hour protection, whist the formula contains Dove’s signature ¼ moisturising cream to help underarm skin feel softer and smoother.
Dove Advanced Peach and White Blossom is available in a 200ml aerosol across grocery and health and beauty retailers (RRP £4.50), while Dove Fruity is available in a 200ml aerosol across the discount channel (RRP £3.50).
