Unilever has significantly expanded its portfolio of full-body deodorants with 21 lines – including the first from Dove and Dove Men+Care.
Both brands will be available from this month across three fragrances and three formats. The Dove lineup comprises Lavender & Camomile and Raspberry & Rose as a 150ml spray, a 75ml lotion and a 75ml stick. They are joined by Boots exclusive Sea Mist & Peony in spray and stick. All carry an “all-day odour control” claim.
“Following a successful launch in the US and consumer anticipation online, Dove Whole Body Deodorant presents a significant incremental growth opportunity for retailers in the UK,” said Unilever. “With malodour and skin sensitivity concerns closely correlating across body parts, Dove has a distinct role to play in the whole-body sub-category, offering odour protection across the body with added skincare.”
Dove Men+Care’s range also includes a Boots-only fragrance: Cedar + Shea Butter in 150ml spray format. Marine + Blue Cypress and Bamboo + Aloo will be listed by various retailers as a spray, a 75ml lotion and a 50ml stick.
The new Dove Men+Care lineup provided “men with added skincare, with the products enriched with plant-based moisturisers to attract and retain moisture as well as vitamin B3, which acts as an antioxidant and strengthens the skin barrier”, Unilever said.
The Dove innovations will be supported by a £5.5m social-first campaign from April. It will see the brand partner with content creators and span digital platforms including YouTube, podcasts, BVOD, as well as social channels such as Meta, TikTok and Reddit.
Also making their debuts this month are additions to the established Sure and Lynx whole-body deodorant offers. Sure has unveiled Rio Coconut in all three formats, plus Amber Woods in spray and stick, while Lynx has launched Vanilla & Bergamot Scent spray.
All 21 new deodorant lines carry an rsp of £6.30.
They come just over a year after Unilever unveiled its first deodorants suitable for intimate and sensitive areas of the body. Sure Whole Body Deo and Lynx Lower Body Spray feature technology that adapts to the varying odours of body parts – including breasts, feet, buttocks and male genitalia.
“The adoption of whole-body deodorants is the biggest personal care behaviour change in over 45 years, and we are committed to leading this new category,” said Chris Barron, Unilever GM for personal care.
By adding the latest lines, the supplier was “meeting a wider range of consumer needs, from skincare and sensitivity to performance and fragrance”, he added.
“This strategic expansion is proven to attract new shoppers and drive incremental value for our retail partners. With significant marketing investment planned for 2026 to help consumers understand which whole-body product is suited to their daily needs, we are confident in delivering further category growth.”
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