Unilever brand Dove is extending its antiperspirant range with new Dove Soft Feel.
Available in aerosol and roll-on formats, the variant marks the brand’s first move into the powder deodorant market.
The launch will be supported as part of Dove’s £3m marketing campaign. A 20-second ad for the Dove brand and a 10-second ad for Dove Soft Feel will air throughout May at peak viewing times.
Dove Soft Feel is designed to feel dry instantly, just like powder, and is available in compressed aerosol formats in 75ml (rrp £2.79) and 125ml (£3.79), as well as a 50ml roll-on (£2.39).
Dove Deodorants brand manager Tom Stone said: “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.”