Dove Men+Care Tackles Underarm Odor with New #HugLikeADoveMan Campaign

Dove Men+Care’s new and improved 72-hour antiperspirant is designed to provide men with confidence. And for the brand, there's no better way to express care like a warm embrace. Without, of course, the worry of underarm distractions like sweat or odor.

 

For the brand’s new #HugLikeADoveMan campaign, Dove Men+Care has reformulated its 72-hour antiperspirants and aluminum-free deodorants. To launch the campaign, Dove Men+Care showed up in Philadelphia on the same day that the winning city had its celebratory victory parade after Super Bowl LVII. A Hug Team comprised of super-fans armed with the new Dove Men+Care antiperspirant descended into the losing team's city streets, giving confident hugs to fans in need, along with product samples. 

 

According to a new research study commissioned by Dove Men+Care, underarm distractions can hold men back from performing simple acts of care – including hugging – with 81% saying that sweat is a consideration that would prevent them from hugging someone. As a brand, Dove Men+Care believes care brings out the best in a man, yet because of underarm insecurities, men are holding back on showing care to those they love or those who need it most. 

 

“To #HugLikeADoveMan is to confidently show care to others, without feeling held back by underarm distractions,” said Lindsey Phillips, senior brand manager, Dove Men+Care at Unilever. “Through our research, we uncovered that sweat interferes with men's daily activities, with 45% of men saying they would show more affection if their sweat was better controlled. Our new 72-hour product reformulation will help men freely and unselfconsciously care for others, without any unnecessary distractions.”

 

The new Dove Men+Care products are currently available across the US and retailing at mass market retailers at $6.99 for sticks and $7.99 for aerosols.