Dove recently launched its first-ever refillable deodorant and it’s said to last a lifetime.
Dove launches its first-ever refillable deodorant, which they state is part of Unilever’s mission to help care for the planet by creating a closed-loop economy. Dove states that it makes this deodorant so innovative how beautiful it is—and how pleasurable it feels to hold. The silver and white stainless steel refillable case has rounded corners. The top cap features a white matte finish that looks high-end, paired with a silver base. It is a thoughtful design that fits nicely in the palm of your hand.
“It’s taken years to perfect the sleek ergonomic design,” explains Dawn Hedgepeth, Unilever’s general manager and vice president, Deodorants, Men’s Grooming, Hand & Body Lotion. “I personally love it — sometimes I call it the iPhone of deodorants,” she says.
Dove worked with international campaign group A Plastic Planet to revolutionize its use of materials. Together, the partners worked with Dutch design consultancy VanBerlo to create the package.
Sjoerd Hoijinck, design and innovation director, VanBerlo says, “Dove refillable deodorant gives you back an experience, not unlike a Swiss army knife—a quality object that is personal and ages well over time.” “It is made from super durable stainless steel,” Hedgepeth explains. “This stainless steel is able to withstand nearly 900 pounds of weight — which essentially means you can drive a car over it and not break it…that is something I consider beauty for a lifetime.”
The device is beautifully simple to use and delivers a mess-free experience. Opening the box, consumers see the refillable case and one plastic refill. The refill package comes with two plastic containers in one box. Take the refill out of its plastic container, put it on the stainless steel base, then twist it to lock it in place.
“Often what we’ve seen with things like refillable products is that the cardboard that they use or the shape, or formulation, can lead to messiness or melting—and just a sub-par product experience that people don’t enjoy,” says Hedgepeth.
She continues, “We feel strongly that we should be creating solutions that don’t require people to make a trade-off between doing something great for the planet and doing something that they enjoy —something that just feels delightful and provides a great user experience.”
The team at Dove seems to have succeeded, without compromise. The refillable case is cute, portable, and works well. We were sent one to test. The new deodorant’s entire design and manufacturing process was designed around a mission to avoid excess material usage. “The minimalist aesthetic really keeps the use of raw materials to a minimum,” Hedgepeth explains. The Dove logo is lasered on the cover of the reusable stainless steel case, which is one example of reducing material usage. Using a label would have required an additional material.
The cartons are made from FSC-graded paper, which means it comes from well-managed forests. It’s also fully post-consumer recycled plastic. “So less plastic, better plastic, and with a refill system —ideally getting to a system of closed-loop,” Hedgepeth adds.