Dove has unveiled a new collection of refillable deodorants, a move its parent company Unilever describes as “an important milestone in the continued growth of refill formats.”
The new range consists of three starter kits, with each one containing a case with a distinctively designed and fragranced 35ml refillable anti-perspirant block.
Three different scents are available; Original, Violet & Tonka Bean, and Peony & Pineapple. In addition to the starter pack fragrances, six different standalone refill scents can also be purchased including Macadamia & Coconut, White Flower & Heliotrope, and Lily & Green Lime.
All the refills are designed to fit interchangeably into any of the cases, in a bid to give shoppers more opportunity for personalisation.
According to Unilever, the refillable deodorants sector has experienced a period of rapid growth in the past year, with a 45% rise now meaning it accounts for a 4% share of the total deodorants market.
Unilever itself recently made forays into this field with its acquisition of refillable deodorant pioneer Wild, in a deal reportedly worth around €275 million.
Commenting on this news at the time, Wild’s co-founder Charlie Bowes-Lyon argued that “Unilever’s expertise, scale and reach” will help “further grow the brand and bring our vision to more consumers.”
Bowes-Lyon continued: “Our goal is to prove that Wild can be a mainstream brand, helping to drive sustainable packaging adoption across the industry. If we succeed, this type of packaging could roll out across more brands and become the norm.”
Meanwhile, Chris Barron, GM for Unilever’s Personal Care business in the UK&I, says: “Refill formats continue to be an exciting growth space within deodorants. 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.”
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