Dove has cut the size of its Men+Care deodorants without lowering the number of uses.
The Unilever brand has moved its 250ml Men+Care aerosols into 200ml cans, removing propellant gas but maintaining the same level of antiperspirant.
The move meant “less waste and a product that lasts just as long, and that is just as effective”, a Unilever spokeswoman told The Grocer, adding the switch was “a win for the consumer and a win for the environment”.
The new format has rolled exclusively into Tesco. The spokeswoman added it “reflects both Unilever’s and Tesco’s sustainability commitments”.
How Unilever’s R&D team is working to freshen the deodorant market
Unilever has recently kicked off a major R&D push to try to reinvigorate sales of deodorants after the pandemic. Over the year to 29 January 2022, value sales were flat, rising just 0.1% [NielsenIQ].
It is betting on high-tech innovation such as Sure Nonstop Protection, which rolled out earlier this year promising 72-hour sweat and odour protection by forming a stronger layer that reduces the flow of sweat onto the underarm surface.
It has also developed new bays for the personal care aisle designed to make shopping for deodorant more efficient while encouraging shoppers to trade up.
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