With consumer demand soaring for deodorants that go below the belt, Dove Men+Care’s new line has just launched to prevent body odour almost everywhere. Here’s how the brand is market-making on the back of a fast-emerging trend.

Google Trends reports that search interest for the term ‘whole-body deodorants’ has increased by over 1,000% in the past 12 months
Dove Men+Care’s new Whole Body Deo is suitable for underarms, private parts, feet and more
Its aluminium-free formula is available in three different formats for easy application
Dove Men+Care’s latest launch is a deodorant designed to go beyond the underarms – providing odour protection for the whole body.

Available as a spray, a stick or a cream, the dermatologist-tested, aluminium-free Whole Body Deo prevents and reduces body odour all day, and it’s suitable for use everywhere from the neck down.

In fact, the ad campaign proudly claims that with this new line, Dove Men+Care has your back, your front and everything in between.

Pictured: Dove Men+Care's Whole Body Deodorant in spray, stick and cream formats. Text reads: We have your back, front and everything in between.
Market-making to meet consumer demand
Inspiration for the range came from clear consumer insights which reveal a steep uptick in the demand for deodorants that offer more than just underarm protection.

Google Trends reports that search interest for the term ‘whole-body deodorants’ increased by over 1,000% between March 2023 and March 2024.

Dove research reveals that while only 2% of consumers currently use whole-body deodorants, 76% said they would like to try such a product. And the subject has been sparking coverage in the media too, with a wealth of men’s lifestyle titles dedicating articles to this growing trend in male grooming and men’s hygiene products.

Meanwhile, ‘What is the best deodorant for balls?’ is one of the most-searched and fastest-growing deodorant-related trends on Google, and in a Mintel report[a], 39% of US consumers said they would be interested in a deodorant or antiperspirant that could be used on multiple body parts.

Watch: Dove Men+Care Whole Body Deo | Unilever
Credibility, confidence and care
The growing demand for whole-body solutions adds up to a multi-million-dollar opportunity for our Personal Care business, and one that Dove Men+Care is perfectly placed to address.

“Our consumer research showed that while men are searching online for solutions to whole-body odour protection, they find it an embarrassing topic and often don’t talk to anyone about it,” explains Paolo Valdez, Associate Director, Global Brand, Dove Men+Care.

“Our approach on Dove Men+Care is to educate, normalise, end the stigma and empower men with a solution they will feel confident about. Our ‘Complete the job’ campaign reminds men that underarms are just part of the process when it comes to applying deodorant. For whole-body confidence, they need a whole-body product,” he adds.

Dove Men+Care Whole Body Deo is now available in the US in two fragrance options: Aloe + Bamboo or Shea Butter + Cedar.

Formulations across the stick, spray and cream formats are free from aluminium, parabens, dyes, talc and baking soda and the stick also doubles as an anti-friction product to help avoid skin chafing.

All Dove Men+Care Whole Body Deos are infused with vitamin E, suitable for sensitive skin, and dermatologist-tested.

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Source: Mintel US Bodycare and Deodorant Market Report 2023