Dove is set to introduce a new variant to its invisible range offering this month with a product named Dove Invisible Care – Floral Touch. The launch will be supported with a multi-million-pound promotion, including Digital, TV, social and an extensive OOH campaign.
The new Dove Invisible Care has been proven to leave no white marks on 100 colours, said the company in a statement. With floral fragrances dominating the scent space in the UK and research showing that pink is a popular colour in driving sales, Dove Invisible Care – Floral Touch will tap into this demand.
The new innovation includes the brand’s unique ¼ moisturising cream, designed to care for underarm skin, and will be available in Aerosol, Stick and Roll-On format. This, teamed with a fresh floral fragrance, will leave consumers feeling fresh and dry for up to 48 hours and leave no white marks, claimed the company.
Emily Dean, Senior Brand Manager for Dove Deodorants, at Unilever UK, said: “We know that both fragrance and ‘no white marks’ are key drivers in the antiperspirant category, which is why we’re excited to introduce Dove Invisible Care – Floral Touch. Featuring a fresh floral scent and pink packaging to communicate this – which we know can also boost sales – we are confident our latest addition will help us increase our brand’s penetration within the market, via new and existing fans alike.”
The packaging will highlight the ‘Tested on 100 Colours’ proposition and will feature a pink and white colourway to ensure optimum stand out on-shelf and communicate the fresh, floral fragrance.
The UK’s leading skincare deodorant brand from Unilever is extending its Invisible range following the successful introduction of Dove Invisible Dry, which has become the best-seller in the ‘no white marks’ segment in the Female Deodorants category.
The brand has also refreshed the Invisible Dry range with a clean, premium look, designed to capture shopper attention.