Dove Addresses Deodorant White Mark Dilemma

Dove Invisible Dry Spray Antiperspirant meets demands of women and fashion pros by leaving no white marks on 100 colors

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Apr 18, 2017, 10:17 ET

ENGLEWOOD CLIFFS, N.J., April 18, 2017 /PRNewswire/ -- Discovering a white deodorant mark when getting dressed is aggravating for many women during their daily rush to get out the door. A new study by Dove reveals that 9 in 10 women have experienced deodorant white marks and wish there was a deodorant that didn't leave a mark on their clothes. The problem can be even more inconvenient when a white mark forces women to overhaul a perfectly color-coordinated outfit, adding stress to their morning routine. Offering a solution, Dove introduces its new Invisible Dry Spray Antiperspirant that goes on invisible, leaving no white marks on 100 colors of clothing.

Fashion stylist and Dove spokesperson Zerina Akers says, "I'm thrilled to have found an antiperspirant I trust to go on invisible without leaving a trace! There are so many choices and steps in styling for the red carpet, a photoshoot or even everyday wear, the last thing I want to discover are those notorious white marks that add more time and pressure to getting ready."

Zerina's experience with white marks as a professional stylist is not too different from that of women in their daily routine. According to the Dove survey, 65 percent of women wish they had more time in the morning and most say their routine can be a race to get out the door. Since picking an outfit is the most time-consuming part of getting ready for many women, it's no surprise 90 percent of respondents said finding a white deodorant mark is annoying and inconvenient.

To avoid this common fashion emergency, approximately half of women report they have contorted their body while putting on their clothes or waited for their deodorant to dry before getting dressed. When faced with white marks, 57 percent of women report trying to wash them out, while ultimately 1 in 3 women say they've had to change their outfit completely.

"It's disappointing when something like a deodorant stain sends you back to the drawing board after you've perfected a bright, beautiful look," says Akers. "I always aim to create styles that represent my clients' unique personality and mood, but when time is of the essence and you need a solve for white marks on your clothes, it can mean reverting to basic standbys that don't reflect the visual story you want to tell."

"Dove Invisible Dry Spray Antiperspirant was created to solve one of the biggest needs in the deodorant category," said Dawn Hedgepeth, Senior Director of U.S. Deodorants at Unilever. "Women can enjoy the confidence that comes with effective odor and wetness protection plus the security of knowing their clothes are protected."

The active ingredient found in antiperspirants is a white powder and a primary contributor to white marks. The powder becomes visible on clothing due to light scattering, an optical effect. The new anti-marks protection technology combines a finer milled active ingredient with an innovative masking oil to reduce the overall appearance of white marks. In addition to leaving no white marks on 100 colors, Dove Invisible Dry Spray Antiperspirant goes on instantly dry, offers 48-hour odor and wetness protection, and Dove 1/4 moisturizers to care for skin.

The product is available in Clear Finish and Sheer Fresh fragrances at mass, grocery and drug stores nationwide for SRP $5.49. More information is at Dove.com.

About the Survey
The survey, conducted by Edelman Intelligence, includes insights from 1,028 women across the US aged 18 to 54. The survey was conducted January 2017 using an online survey with a +/-3.06% margin of error.

About Dove
Dove®, manufactured by Unilever, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove® product, which includes beauty bars, body washes, face care, anti-perspirant/deodorants, hair care, styling aids, and Dove® Men+Care™. Baby Dove launched in 2017 with products developed specially for baby's skin. Dove® is available nationwide in food, drug and mass outlet stores.

About Unilever United States, Inc.
Unilever is one of the world's leading suppliers of Food, Home Care, Personal Care and Refreshment products with sales in more than 190 countries and reaching 2.5 billion consumers a day. In the United States, the portfolio includes brand icons such as Axe, Ben & Jerry's, Breyers, Caress, Clear Scalp & Hair Therapy, Country Crock, Degree, Dollar Shave Club, Dove, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Seventh Generation, Simple, St. Ives, Suave, Talenti Gelato & Sorbetto, TIGI, TONI&GUY, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.

Unilever employs approximately 8,000 people in the United States – generating more than $9 billion in sales in 2016.

The Unilever Sustainable Living Plan commits to:

Helping more than a billion people take action to improve their health and well-being by 2020.
Halving the environmental impact of our products by 2030.
Enhancing the livelihoods of millions of people by 2020.

Unilever ranked number one in its sector on the 2016 Dow Jones Sustainability Index.
For more information on Unilever U.S. and its brands visit: www.unileverusa.com
To connect with Unilever U.S. via Facebook visit: www.facebook.com/unileverusa
To connect with Unilever U.S. via Twitter follow: @unileverusa

Contact:
Megan Mahoney / Edelman
212.704.8216
[email protected]

SOURCE Dove