Male grooming brand Rock Face has entered the refillable deodorant market with a three-strong range of sticks and a reusable case.
Original, Power and Refined (rsp: £6/40g) are the result of 18 months’ development – each promising 48-hour odour protection. They are designed to fill a durable case (rsp: £8) made from fully recyclable post-consumer recycled plastic. It is sold separately from the sticks.
The deodorant’s packaging offered “Rock Face’s sleekest aesthetic yet, reimagining an everyday essential with a premium, aftershave-style design”, the brand said. “The refillable case boosts shelf appeal and taps into growing demand for elevated grooming products.”
The new lineup will be available from 28 July via the Rock Face website and will roll into Tesco and Morrisons next month. In Tesco, a digital coupon offer in partnership with Savi will offer Clubcard users a free refillable case and refill.
“These products will enable men to make consumer decisions that positively impact our environment, helping them to feel good about their choices,” said James Wilkinson, CEO of Rock Face.
“We didn’t just make a refillable deodorant; we curated a product that men will actually want to refill. It looks good, smells better and lasts longer – because the future of men’s care should be worth committing to.”
The launch comes after Rock Face secured £2.5m funding earlier this year from an undisclosed source. The investment will be used to expand the brand’s product range and strengthen its market position, alongside a 300% increase in team size to support growth.
In April, Rock Face unveiled ‘Makes Scents’, its biggest-ever campaign. Satirising the messaging of typical men’s fragrance ads, it took over more 1,000 than OOH sites in London, delivering almost 250 million impressions.
The brand’s latest innovation comes at a busy time for refillables in personal care. In February, Unilever announced its acquisition of Wild, the fast-growing maker of refillable deodorants. In the same month, startup Bob made its debut with what it claimed was the world’s first refillable hard bodywash for men.
June saw KinKind add its own refillable deodorants, L’Oréal Groupe unveil its global launch #JoinTheRefillMovement campaign, and British oral care challenger Mighty make its debut with a refillable toothpaste dispenser and 100% microplastic-free refills.
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