Elida Fabergé is to spend more than 10m extending its Dove brand into the deodorant market.
The Dove deodorant range will comprise four applicator variants – aerosol, roll-on, stick and cream. Priced between 1.99 and 2.39, they will be marketed as a combination of anti-perspirants and 25 per cent moisturising cream. Existing Dove products – Cream Bar, Cream Shower, Cream Bath and Cream Wash – are also sold on the benefits of their high moisturiser content.
Nicola Edge, Dove category trade manager, says: “Elida Fabergé has delivered a deodorant market specifically designed for women’s needs, offering maximum dry protection and moisturisers to take care of the skin.”
The launch will be supported by a 10.4m advertising campaign through Ogilvy & Mather, which breaks on April 1. Samples will also be sent to 5 million consumers. A total of 16m is to be spent marketing the Dove brand this year.
Last summer, Elida Fabergé launched the unisex deodorant-based range Physio Sport to sit alongside its Lynx and Impulse brands.