THE WHAT? As natural, clean and sustainable products take the deodorant market by storm, it’s no wonder Dove has unveiled a deodorant line it has branded ‘disruptive’ to tap into growing demand for aluminium-free, premium products.  

THE DETAILS Indeed, the US aluminium-free deodorant category grew by 25.5 percent in 2023, Dove reports. The Unilever-owned brand’s Dove VitaminCare+ line is described as a ‘next-generation’ line of premium aluminium- and paraben-free stick deodorants which use Vitamin B3 to fortify the skin’s natural odour defences to deliver up to 72 hours of reliable odour protection.

The range is available across the US in six fragrance options, from Raspberry & Rose to Peaches & Shea Butter.

THE WHY? Brand Director Laura Kleffer, reveals, “Until now, there’s been a gap in the market for an aluminium-free deodorant that gives consumers more – with added vitamins, premium skin care benefits, delicious fragrances and lasting odour protection. Dove is the perfect brand to deliver on those growing consumer needs.

“We’re confident we’ve come up with a superior product too. Our consumer tests recorded extremely positive results compared with competitor brands for odour protection, skincare, sensory and premium cues.”