DOVE has launched its first collection of refillable anti-perspirants.
The move has been described as representing an important milestone in the growth of refill formats.
Dove will introduce its first refillable anti-perspirant with 72hr sweat and odour protection, combined with its signature skin care formula.
The new Dove refillable anti-perspirant range debuts with three starter kits, each containing a case and one 35ml refill. Shoppers can choose from three fragrance inspired scents: Original, Violet & Tonka Bean, and Peony & Pineapple.
Alongside the starter kits, six standalone refills will 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.
Refillable deodorants are said to have grown rapidly in the past 12 months, up 45% and now account for 4% share of the deodorants market.
Chris Barron, general manager for Unilever’s personal care business in the UK&I, said, “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.”
Dove refillable anti-perspirants will be available across major grocery and beauty outlets from February.
