Dove Deodorant

Dove’s reusable, stainless steel case / Source: Dove

BeautyEuropeNorth AmericaPackagingSteel

4 MINUTE READ

Sophie Benson

WHAT WE SAY:

Good design changes everything. It changes how we feel, how we think and how we buy. The Dove Refillable Deodorant is a perfect example of this truth in action - elevating sustainability to something we want, versus something we are guilt-tripped into buying.

One billion people use a Unilever deodorant. So to have a giant polluter tackle its waste by reinventing the system - not just the packaging - is deserving of all the success and awards to date. But it is just the start and it is far from plastic-free. We call on Unilever to do more at speed and scale. Only the big guys can change the entire mass market system so others can safely follow.

KEY FACTS:

Dove is encouraging its customers to buy less, but better, with the introduction of its refillable deodorant. It spent two years developing and refining the product for easy use in order to encourage behaviour change without use or quality trade-offs.
Made from stainless Steel, the reusable deodorant case comes with a lifetime guarantee for free replacement, which is valid for as long as the product is being distributed. Any refill sticks that break from their applicators will also be replaced for free.
The case features an engraved logo to minimise the use of raw materials. Designed to last for life, tests show it is able to withstand 900 pounds of weight, equivalent to being driven over by a car. But a lifetime guarantee is in place, nonetheless, to cover chipping, cracking or breaking.
The Dove Refillable Deodorant Starter Kit costs USD 15 and a Refill Kit, which contains two 32 gram refills, costs USD 10. By comparison, a 40 gram Original Anti-Perspirant Deodorant Stick costs USD 6.50, making refills an accessible sustainable choice. The product is on sale in the US at retailers, including Target and Walmart, putting a refillable product in front of everyday consumers.

Refillable prototype collection / Source: Behance

The internal structure of the reusable case / Source: Behance

DIVE DEEPER:

The deodorant industry produces over 15 million pounds of plastic waste each year. By launching a refillable deodorant, Dove’s parent company Unilever estimates it will reduce plastic waste by around 30 tonnes in its first year. It claims the amount of virgin plastic saved would circle the Earth 2.7 times each year.
Dove worked with Dutch product designers Van Berlo and consulted with A Plastic Planet throughout the project. A simple, easy to use and high quality product was devised in order to reduce the friction involved in swapping from single-use products to their refillable counterparts.
The refills come in plastic containers, which Dove says is to keep the deodorant fresh and hygienic. It claims it uses 54% less plastic in its refills than a regular Dove 0% stick pack and that the plastic used is 98% recycled. However, as other brands have successfully used cardboard outers for their refills, there is a viable plastic-free alternative ready to be adopted into your own design.
When a refillable looks this good, it is easy to create a change in buying behaviour. But the true metric of success is how many people continue to buy the refills. The indicators are already very positive. This is how an entire market is moved by good design, working with retailers at mass levels. This humble deodorant has shown Unilever that systemic change is possible across many other product categories.

"Our refillable deodorant represents a new, more sustainable way of consumption – reinventing the daily deodorant for a planet in crisis."

Augusto Garzon - Global VP of Deodorants, Dove

Key Design Considerations:

Aim for 100% plastic-free

How can you create a product which is 100% plastic free? Dove’s refills are encased in plastic to avoid “messiness or melting.” Consider the stability of your formulation and whether you will need to make changes to be able to use less rigid cases, such as paper or card, making your product truly plastic-free.

Factor in the lifecycle and durability of your reusable case

Will it withstand a lifetime of use? How many uses will be necessary for it to have a net positive impact, compared to a single-use product?

Strive for price equality

Price can be a barrier to behaviour change. Be aware of how the price of a refill stands up against that of a comparable product, so that any switches represent equal value to your consumer.