DOVE UNVEILS ITS FIRST REFILLABLE 72HR ANTI-PERSPIRANT RANGE, EXPANDING CHOICE WITHIN THE FAST-GROWING REFILL SEGMENT

Dove, the number one female care brand in the deodorants category¹, has unveiled its first collection of refillable anti-perspirants*. The launch represents an important milestone in the continued growth of refill formats, bringing consumers more choice and helping expand a segment that has been steadily building momentum.

Dove will introduce its first refillable anti-perspirant with 72hr sweat and odour protection, combined with its signature skin care formula. This innovation delivers a distinct proposition for shoppers who are looking for both efficacy and skincare benefits alongside a more sustainable solution.

The new Dove refillable anti-perspirant range debuts with three starter kits, each containing a beautifully designed case in stylish colours and one 35ml refill. Shoppers can choose from three fine fragrance inspired scents: Original, Violet & Tonka Bean, and Peony & Pineapple. Alongside the starter kits, six standalone refills* will also be available in Original, Violet & Tonka Bean, Peony & Pineapple, Macadamia & Coconut, White Flower & Heliotrope (Superdrug Exclusive) and Lily & Green Lime (Boots Exclusive) scents. Each refill is designed to fit interchangeably into any case, expanding the range with refreshing and exclusive scents that give shoppers ultimate personalisation.

Backed by a nationwide £7.5m ATL campaign, Dove is expected to utilise its brand awareness to bring new shoppers into the refill category and grow overall category value. Dove’s anti-perspirant uses its patented technology to offer 72hr sweat and odour protection to provide next generation sweat duct blockage and long-lasting antibacterial properties to prevent malodours. Each formula contains signature Dove skin care ingredients, is dermatologically tested and suitable for sensitive skin​.

Refillable deodorants have grown rapidly in the past 12 months, up 45%² and now account for 4% share of the deodorants market. Unilever is committed to growing this segment further with Dove, building on the success of the Wild brand by offering consumers a complementary proposition with additional benefits.

Chris Barron, General Manager for Unilever‘s Personal Care business in the UK&I, says:

“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.”

The launch of Dove Refillables will be supported by a heavyweight £7.5m social‑first campaign running from March, designed to drive talkability and mass awareness. The activation will see the brand partner with content creators and span digital platforms including YouTube, BVOD and CTV, as well as social channels such as TikTok, Meta and Pinterest. It will also include a consumer pop‑up, partnerships, and high‑impact OOH and TV.

Dove refillable anti-perspirants will be available across major grocery and beauty outlets from February.

Source: Dove

  Dove, Launch, Marketing, PR, Unilever