Fabergé extends Dove in 10m deodorant push

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.