- Unilever brings its pioneering patented anti-sweat technology to Dove, marking year two of Unilever’s three-year deodorant strategy
- Unilever is supporting retailers with ongoing POS to engage and educate shoppers at fixture through ‘good, better, best’ merchandising
- Launch will be supported with a £22M multi-media spend – Dove Deodorants’ biggest ever media investment
Building on Unilever’s long-term strategy to drive value and growth back into the deodorants category through superior technology, Dove, the UK’s number one deodorant for care[1], is launching its most effective range to date with Dove Advanced Care and Dove Men+Care Advanced.
Spearheading the second phase of Unilever’s three-year strategy, Dove Advanced Care and Dove Men+Care Advanced contains more skin care ingredients than before, to make it the brand’s kindest to skin formula ever. The versatile nature of Unilever’s patented technology, enabled them to adapt how it’s applied to the new Dove Advanced Care formula to create the brand’s most effective antiperspirant product, providing 72 hour protection* whilst delivering their kindest to skin care yet with more nourishing ingredients.
The innovative Advanced formula for Dove has seen significant investment to include more skin care ingredients than before. Not only is ¼ of the formula made of Dove’s famous moisturising cream, but it also features new Triple Moisturising Technology including the hero skin care ingredient, 100% natural sunflower seed oil – a moisturising factor found in many premium skin care products. The formula for Dove Men+Care includes Triple Action Technology™ which provides users with the most effective antiperspirant yet.
This launch is set to transform the care segment within the deodorants category and to support it, Dove and Dove Men+Care are investing a substantial £22M in its biggest ever ATL multi-media campaign.
Monique Rossi, Marketing Director Deodorants and Gifting UKI and EU lead, Unilever, says: “As the nation’s number one deodorants manufacturer,[2] 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%[3].
“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.[4] 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.”
Best in class merchandising instore and online
An ongoing focus on fixture transformation, through the good-better-best initiative will quickly allow shoppers to decide which product format they want and takes into account Unilever’s extensive research on shopper behaviour in the deodorants category. In turn, this continues to enhance the shopper experience, by easing the purchasing process.
Taking it a step further, Unilever has worked with retailers to implement brand-agnostic category navigation to make the decision-making process even easier for shoppers. To do this, Unilever designed and tested unbranded POS which splits the fixture into the three main consumer needs of protection, fragrance and care, providing clear sign posting for shoppers. This will work alongside the good, better, best merchandising principles and branded shelf trays to aid trade up within each segment. Boots UK will be rolling out this category navigation framework in selected stores nationwide from mid-March 2023.
From an e-commerce perspective, Unilever is aiding shoppers through the addition of ‘hours protection’ to its online product hero images denoting whether the deodorant provides 48hr, 72hr or 96hr protection. This enhances navigation as online shoppers can more easily differentiate what level of protection and benefit they are looking at.
Providing choice
Dove will also retain a 48 hour range for both Dove and Dove Men+Care to give shoppers more choice. Priced at a more accessible RRP* of £1.50 for 50ml roll on, £1.75 for 150ml aerosol and £2.50 for the 200ml aerosol, the 48hr protection antiperspirant, containing Dove’s ¼ moisturising cream, will offer more price-conscious shoppers the opportunity to buy into Dove’s caring proposition.
Dove Advanced Care 72hr and Dove Men+Care Advanced 72hr is rolling out now nationwide.
*The aerosol provides 72 hour protection whilst the roll on provide 48 hour protection
**Pricing at sole discretion of retailers.
[1] Nielsen Value Sales, UK, 52 w/e 28 Jan 2023
[2] Nielsen Connect Express, MAT period ending 29.01.22
[3] Kantar Worldpanel 52 w/e 19 February 2023
[4] Based on research that 77% of women in the UK suffer from underarm irritation and sensitivity (Global Dove Deos H&E 2017 – Europe Cascade)
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