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Unilever - Dove Soft Feel Range

Dove unveils Soft Feel range extension

Dove is extending its antiperspirant portfolio with the launch of new Dove Soft Feel. Available in aerosol and roll-on formats, the new variant marks the brands first move into the powder deodorant market.

The launch will be supported as part of Dove’s wider £3m+ ATL campaign focusing on the full range of deodorants. Airing between March and May, there will be both a core 20 second advert and a 10 second Dove Soft Feel advert that will air at peak viewing times. This, in turn, will help raise maximum awareness of the brand amongst consumers.

Rolling out now, Dove Soft Feel includes the brand’s superior care with ¼ moisturising cream, as well as a warm delicate fragrance which creates an antiperspirant that feels instantly dry, soft and fragrant on application – just like powder.

Tom Stone, brand manager for Dove Deodorants at Unilever UK, says: “Consumers are increasingly looking for products which care for their underarm skin. Dove Soft Feel taps into the growing trend for powder products and allows consumers to experience a new kind of underarm softness with a cracking fragrance. We’re confident the launch will drive category growth by encouraging consumers to trade up to this premium product.”

The new Dove Soft Feel variant will be available in Dove’s innovative compressed aerosol formats in 75ml and 125ml, as well as a 50ml roll-on. The new line-up will also see the iconic deodorant bottles highlighted by delicate and feminine pink pearl accents.

Over the last year, Dove’s market share has grown from 0.4% to 22.9% year-on-year, in the female APA market. The total APA market is now worth £151m in the UK alone.