THE WHAT? Dove has unveiled its first refillable anti-perspirant collection, marking the brand’s entry into the fast-growing refill deodorants segment.
THE DETAILS The range combines Dove’s 72-hour sweat and odour protection with its signature skincare formulation and launches with three starter kits, each featuring a reusable case and a 35ml refill. The line includes multiple fine-fragrance-inspired scents, alongside standalone refills—including retailer exclusives for Boots and Superdrug—designed to fit interchangeably across all cases.
The launch is supported by a £7.5 million above-the-line marketing campaign aimed at driving awareness and trial. Dove refillable anti-perspirants will be available from February across major grocery and beauty retailers. The move builds on rapid growth in refillable deodorants, which are up 45% year on year and now represent 4% of the category.
THE WHY? Refill formats are emerging as a key growth lever within personal care as consumers seek more sustainable options without compromising on performance. By leveraging Dove’s scale and brand trust, Unilever aims to accelerate adoption of refills, expand category value and complement its existing refill-focused portfolio alongside brands such as Wild.
Source: DOVE
