Dove Men+Care’s new whole-body deodorant taps into fast-growing trend

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

Dove Men+Care’s latest launch is a deodorant designed to go beyond the underarms – providing odor protection for the whole body.

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

The ad campaign proudly claims that with this new line, Dove Men+Care has your back, front, and everything.

Market-making to meet consumer demand

Inspiration for the range came from clear consumer insights, revealing a steep uptick in the demand for deodorants that offer more than 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. The subject has also been sparking coverage in the media, 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.

Credibility, confidence, and care

The growing demand for whole-body solutions adds up to a multi-million-dollar opportunity for our Personal Care business, one that Dove Men+Care is perfectly positioned to address.

“Our consumer research showed that while men are searching online for solutions to whole-body odor 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, normalize, 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 of 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 aluminum, 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.