Dove Cool Fresh

Unilever is extending its Dove Men+Care portfolio through a new male grooming range inspired by ‘masculine eau de toilette fragrances’.

Described as the brand’s ‘most premium offering yet’, the Cool Fresh collection comprises shower gel and roll-on and aerosol antiperspirants, the latter being available in both compressed and non-compressed formats.

The variants, which debut at the end of January, will be priced from £2.65 to £3.79 and sport a ‘glacial’ freshness’, Dove said.

“Fragrance is a key driver within the male grooming market, and we’re seeing an increasing demand for premium scents and offerings,” said Callum Galloway, Dove Men+Care brand manager. “The launch of Cool Fresh taps into this trend.”

The NPD will be supported by a marketing campaign, in-store and out of home activity.

Dove made its first foray into the male toiletries market in 2010 with the launch of Men+Care.