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Dove Expands In AP/Deo Market

Published February 11, 2014
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Dove is taking its popular NutriumMoisture blend and adding it to a line of new deodorants, Advanced Care.
It is said to provide 48-hour odor and wetness protection. NutriumMoisture is a proprietary Dove formula comprised of ingredients that are known to moisturize the skin.

With the launch of new Dove Advanced Care Anti-Perspirant/Deodorant, Dove is drawing attention to the importance of underarm care by offering a three-step PitiCure treatment to women at events in New York, Los Angeles and Miami on Valentine's Day Eve (Feb. 13, 2014). Women will also have the opportunity to showcase their confidence with a celebratory "arms up" pose in Valentine's Day attire at a Dove photo booth.

"It is time to change the perception of the underarm by bringing women our best care ever with Dove Advanced Care Anti-Perspirant/Deodorant and the PitiCure treatment," says Matthew McCarthy, senior director of Deodorants/Antiperspirants, Unilever. "We want to make sure women give themselves the care and attention they need before they care for their loved ones on Valentine's Day this year."

New Dove Advanced Care comes in 11 signature Dove scents and two different formulations to address individual skincare needs. The full line of products is available for purchase in mass, food and drug retailers nationwide for $4.99.

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