The importance of underarm care
Protection against sweat and odour is only half the battle; anti-perspirant deodorant also needs to double up as a skincare product for this often neglected area. The underarm stratum corneum (the outermost layer of the skin’s epidermis) is sensitive and prone to irritation and dryness. It has a reduced ceramide to cholesterol ratio compared with the rest of the skin,1 and loses more water through evaporation. In addition, regular exposure to hair removal methods, such as waxing and shaving, can lead to recurrent irritation, so caring ingredients are crucial to help the skin repair itself by increasing moisture levels and supporting recovery.
Dove was the first deodorant brand to add ¼ moisturising cream to its formulations, and the new and improved formulas provide even greater care thanks to a trio of skincare-inspired moisturising ingredients. In clinical trials, they have been shown to help irritated skin recover, with 98% of users agreeing that the skincare provided by the new Dove formula was better than their usual product.2
Brand-wide relaunch
Cementing its position as one of the UK’s leading deodorant brands, the Dove relaunch extends across its entire portfolio of male and female anti-perspirant deodorants.
To communicate the new and improved formulations, the Dove Female packaging has been re-designed with striking, modern and premium graphics to call out the unique ¼ moisturising benefits more clearly alongside the 48 hour protection. The new premium look supports the range’s positioning as an anti-perspirant that is designed to put care back into underarm skin for softer, smoother underarms and also provides better stand out on shelf.
The Dove Men+Care range, now featuring its most effective formula ever, is the only male deodorant brand designed to be tough on sweat, not on skin, with 48-hour protection and Dove’s ¼ moisturiser technology to offer full sweat protection without irritation. The packaging has been optimised for a more consistent and premium look, with an eye-catching metallic effect and a red ‘new and improved’ message on-pack.
The re-launch will be supported with a £5m media spend, with activity across TV, VOD, OOH, digital and print/online.
Maximum moisturisation
The new Dove and Dove Men+Care formulations have been enhanced with moisturisers that target the whole structure of stratum corneum in three ways to provide better care:
– Occlusive oils sit on the surface and lock in moisture, boosting the skin’s moisture barrier qualities
– Humectants work like magnets to attract water from inside and outside to keep the skin moisturised
– Active moisturisers are metabolised into fatty acids to help boost the skin’s natural moisture barrier.
This combination of moisturisers and ingredients have been taken from face cream technology to create an antiperspirant that is milder on the skin.
The relaunched Dove Female range includes the following variants in aerosol and roll-on formats: Original, Invisible Dry, Go Fresh, Soft Feel and Sensitive.
The relaunched Dove Men+Care range includes the following variants in aerosol and roll-on formats: Clean Comfort, Extra Fresh, Invisible Dry, Cool Fresh and Silver Control.