Buy once. Refill for life. That’s the thinking behind Dove’s new refillable deodorant. It’s a first for the brand and a launch that’s set to disrupt the entire deodorants sector.
“Our refillable deodorant represents a new, more sustainable way of consumption – reinventing the daily deodorant for a planet in crisis,” explains Augusto Garzon, Dove’s Global Vice President of Deodorants.
“Thanks to this sleek, minimalist design, we’ve created something that’s more sustainable and more desirable
“A major step forward for the beauty industry”
As part of the project, Dove consulted with A Plastic Planet, an organisation which exists to “ignite and inspire the world to turn off the plastic tap”.
“Imagine a world where nothing hits the bin, where we can use the products we love without the guilt of creating yet more waste,” says the organisation’s co-founder Sian Sutherland.
“As one of the biggest beauty companies in the world, Dove recognising this, and leading the way to make refillable personal care products widely available to all, is a major step forward for the beauty industry.”
So how does it work?
The refillable deo comes in a durable, precision-engineered stainless steel case that’s designed to last a lifetime. It’s so strong that it can withstand a force equivalent to being driven over by a car. Keeping raw materials to a minimum, the Dove logo is engraved onto the metal, so there’s no plastic or paper wrapping or branding. And the case is sold in a box made from recyclable 100% Forest Stewardship Council-approved card.
Dove estimates the refillable deo will help reduce virgin plastic waste by around 30 tonnes in its first year, as the case is made of stainless steel and the refill packaging is made from 98% recycled plastic. The refill packaging still requires a small amount of plastic to keep the deodorant fresh and hygienic, but Dove has created a solution that uses 54% less plastic than its regular stick pack.
By 2023, the brand aims to have reduced virgin plastic waste by up to 160 tonnes and have the refills made from 100% recycled plastic.
Refills are available in three fragrances, and all use Dove’s most caring aluminium-free formula – the only aluminium and alcohol-free deodorant on the market that’s enriched with one-quarter moisturisers. As well as skin-softening glycerin, the sticks contain effective odour-blocking ingredients and deliver 48-hour odour protection. Each refill clicks into the stainless steel case without mess or waste.
An ongoing commitment
In line with Unilever’s global commitments to reduce our plastic consumption, Dove currently has more than 100 different projects running around the world to explore sustainable solutions to product packaging.
By 2025, the brand has pledged that all Dove packs will be either plastic-free, made from 100% recycled plastic, or able to be refilled or reused. And in the last ten years, Dove’s initiatives to reduce plastic have already avoided the use of more than 10,000 tonnes of virgin plastic through redesign and use of recycled materials.
“Dove’s refillable deodorant is one of our existing ongoing sustainability initiatives to fight plastic waste. In 2019 we announced our commitment to reduce the use of virgin plastic by more than 20,500 tonnes per year. Given Dove’s size as one of the largest beauty companies in the world, we have the opportunity – and responsibility – to make a significant impact,” adds Dove’s Executive Vice President Alessandro Manfredi.
Dove refill deodorants are on sale in the US, from Target, Walmart, Target.com and Walmart.com.
* Lifetime guarantee applies to stainless steel case only (refills excluded). For more detail, see terms & conditions at www.dove.com/refill.
** Calculated based on the case’s ability to withstand top-load force of around 400kg (880lb) and 1,600kg average weight for a compact car. Four cases (one under each tyre) collectively can support a car weighing 1,600kg.