The aluminium-free deodorant category is worth over $1.59 billion in the US – and it grew by 25.2% in 2023.
But while consumers are increasingly buying more deodorants than they used to, often curating a ‘wardrobe’ of different products For a variety of needs, many aluminum-free options have fallen short.
According to research, 60% of consumers are using a combination of both aluminum-free deodorants and antiperspirants to supplement odor protection because they are dissatisfied with their current options.
This insight sparked the idea for the new Dove VitaminCare+. The next generation line of premium aluminum and paraben-free stick deodorants that utilizes advanced science to provide reliable odor protection for up to 72 hours.
Ingredients of the main character? Vitamin B3 – also known as niacinamide.A skincare superstar that can strengthen your skin’s natural odor defenses and It brings a wealth of beauty effects.
This formula is unlike anything else that came before it.
Alyssa Kowcz, Dove R&D
How does vitamin B3 (niacinamide) work in deodorants?
Dove VitaminCare+ Series contains Niacinamide to strengthen your skin’s natural odor defenses, providing up to 72 hours of odor protection for lasting freshness.
This unique formula is based on research conducted by Unilever that investigated the role that niacinamide can play in controlling body odor.
Your skin has its own built-in natural protection against body odor: molecules called antimicrobial peptides, or AMPs. These exist on the surface of the skin and help reduce the number of odor-causing bacteria.
Dove VitaminCare+ uses this insight to work differently than typical deodorants. In addition to neutralizing odor-causing bacteria, it uses niacinamide to support AMP, adding an extra layer of odor protection to keep your underarms feeling and smelling fresh.
Excellent skin care effect to soothe, smooth and brighten the skin
Dove VitaminCare+ deodorant provides all the skin care benefits consumers have come to expect from the brand, with enhanced premium properties.
Blended with facial grade niacinamide and vitamin E, the formula not only helps restore an even, healthy tone to underarm skin that has become discolored due to repeated friction and irritation caused by hair removal. It also soothes dryness, repairs the skin barrier, and glides comfortably onto the skin without leaving any white marks.
Alyssa Kowcz, a scientist on the Dove research and development team, worked on the VitaminCare+ formula. She said: “The discovery of vitamin B3’s ability to help AMPs inhibit bacterial colonization on the skin has truly changed the game. , Vitamin B3 has more benefits than we expected. This formula is unlike anything we’ve seen before.”
Deodorant that changes the situation
Dove VitaminCare+ went from concept to reality in a matter of months thanks to the rapid innovation, insight, and creativity of our R&D and marketing teams.
“Until now, there has been a gap in the market for aluminum-free deodorants that offer consumers more benefits, such as additional vitamins, premium skin care benefits, delicious scents, and long-lasting odor protection. , is the perfect brand to meet growing consumer needs,” said brand director Laura Klefer.
“We are also confident that we have created a superior product. Our consumer tests have recorded very positive results compared to competing brands in terms of odor protection, skin care, sensation and luxury. I did.”
Dove VitaminCare+ is currently available across the United States in six scent options: Raspberry & Rose, Lavender & Chamomile, Coconut & Shea, Peach & Shea Butter, Coconut Water & Aloe, and Cucumber & Melon.
