Unilever’s Dove deodorant brand has launched what it says is its most effective range to date with Dove Advanced Care and Dove Men+Care Advanced.
Both new products contain more skin care ingredients than before to make it the brand’s “kindest to skin formula ever”. The Dove Advanced Care formula also creates the brand’s most effective antiperspirant product, providing 72-hour protection.
Unilever is supporting the launch with a £22m ATL multi-media campaign.
Monique Rossi, Marketing Director Deodorants and Gifting UKI and EU lead, Unilever, said: “As the nation’s number one deodorants manufacturer, we are in an unparalleled position to build on our long-term strategy of driving value and growth back into the category and are investing over £40m in media spend across our deodorant ranges to do so. Last year, the highly successful launch of Sure Nonstop Protection delivered £8.7m in incremental sales. This combined with our transformation of the fixture saw the category grow by 9.1%.
“We’re sure our Dove Advanced range will follow suit in terms of popularity as it answers the category’s third biggest need – care, as well as addressing protection and fragrance. Furthering our in-store support for retailers through permanent POS solutions and implementing good-better-best in store and online will help shoppers identify the deodorant best suited to them and encourage trade up to a more superior product – key to unlocking growth.
“Whilst Dove Advanced Care is our highest quality range to date when it comes to care and efficacy, we are committed to offering value and choice to our shoppers by providing a range of deodorants across formats and price points.”
Dove Advanced Care 72hr and Dove Men+Care Advanced 72hr are rolling out now.
The brand will also retain its 48 hour range for both Dove and Dove Men+Care to give shoppers more choice at different price points.
