Unilever is bringing its Dove brand into its plans for a circular economy with the launch of a refillable deodorant.
The CPG is calling the compact, stainless steel case a new milestone in its journey towards fighting plastic waste. The exterior and shelf packaging are made of 96% recycled plastic and is 100% recyclable. That, the company says, is 54% less plastic than regular deodorant sticks.
Shopper blades created by LPi Group and appearing in Walmart stores invite consumers to “join the refillable revolution.”
“We are looking at every facet of our packaging and are working towards our commitment to make all plastic packaging reusable, recyclable or compostable by 2025,” says Firdaous El Honsali, global VP communications and sustainability at Unilever.
The new refillable deodorant contains an aluminum-free formula that is PETA certified, and the range is available for both men and women in a range of scents. It is available at Walmart, Loblaws, PJC, Rexall, London Drugs, Uniprix and Familiprix, as well as online through the stores’ ecommerce sites and Amazon.
Unilever CEO Alan Jope has said that consumers are choosing sustainable brands at a preferred rate, and that the benefits of investing in sustainable brands outweigh the risks.
According to an August Captera Data survey of 1,000 Canadian consumers with an understanding of the circular economy, 87% of respondents favour buying products from companies with active circular economy measures in place than those that do not.
“The overall sentiment of investors is one of strong support for putting sustainability at the center of the business,” Jope says, adding that it is not just about sustainability, but that doing business this way is a magnet for attracting young talent to the company.
In its February earnings call, the CGP noted that the deodorant business as a whole grew by double-digit with positive volumes, with Rexona (Degree), Dove and Axe all delivering strong performances.
This is not Unilever’s first foray into purpose-driven deodorants. In 2021, the company boasted the world’s first deodorant designed for people with disabilities, under the Rexona brand.
Edelman is providing communications support, with a media buy by PHD.
