
Reusable packaging has come a long way—in strategy, sophistication, and sustainability. Launched in January by Unilever, the new Dove refillable deodorant system exemplifies this new approach, comprising a sleek, stainless-steel outer case guaranteed to last a lifetime, paired with refills in recycled-content, recyclable packaging. The innovation is just one of 100 projects Dove is working on across the globe to meet its goal to ensure all its packaging is plastic-free, is made from 100% post-consumer recycled plastics, or is reusable/refillable. It also represents Unilever’s first refill launch on a mass scale.
The Starter Kit includes the refillable deodorant case plus one deodorant stick; refills are available in two-packs, in FSC-certified cartons.
Dove’s 0% Aluminum formula in Cucumber & Green Tea
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First-time buyers purchase a starter kit that contains the reusable case and one 1.13-oz deodorant stick refill, packaged in a carton made from 100% FSC-certified paper from responsibly managed forests. After the initial purchase, consumers can buy two-pack refills of the deodorant—Dove’s 0% Aluminum formula, in Cucumber & Green Tea, Coconut & Pink Jasmine, and Sensitive varieties—also in a carton made from FSC-certified paperboard.
To ensure the deodorant formulas stay fresh and hygienic, the refill sticks use primary packaging made from 98% recycled polypropylene that is also 100% recyclable (in those communities that have appropriate recycling facilities). According to Garzon, the PP packaging uses 54% less plastic than the current Dove 0% Aluminum Deodorant Stick.
Dove’s 0% Aluminum formula in Coconut & Pink Jasmine
Commenting on the packaging, Sjoerd Hoijinck, Design and Innovation Director at VanBerlo, says, “Cutting consumption and crossing over to circular business models by design, Dove refillable deodorant gives you back an experience not unlike a Swiss army knife, a quality object that is personal and ages well over time.”
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For its part, global campaign organization A Plastic Planet contributed to the project by providing insights to Unilever on how to communicate the new concept. “We have been very involved in helping craft the overall messaging of the idea, who the audience would be, and how it could influence other Unilever brands,” explains Sian Sutherland, co-founder of A Plastic Planet. “Our role, past and future, will be to work closely with the wider team to see how the next iterations of this beautiful structure can have even less plastic, less impact, and more permanence, especially on the refill system. We act as a touchstone on authenticity and integrity.
“The whole Dove team is sees this as a first big step in a long journey, with a radical new way to deliver products we all love and want in a way that takes as little from our planet as possible. The first step is always the most important, but it definitely won’t be the last!”
Dove’s Sensitive 0% Aluminum formula