Earlier this year, Dove launched its first refillable deodorant in the US. We take a closer look at the pack that the company says is sustainable and appeals to customers' senses.
Dove set out with the aim to create a sleek and timeless design to inspire people to buy something they want, instead of just something they need. The reusable deodorant container has been designed to be durable. It is made from stainless steel, and backed by a "refill for life" warranty. The containers are packaged and shipped in 100% FSC-graded paper. Deodorant refills are packed in 98% recycled plastic.
"Especially when it comes to refillables, we tend to believe they’ll be too complicated to use or too messy to make people want to switch. Our ambition was to create a simple, iconic and high quality object, touching all of your senses one by one, through the materials, the shape and the sounds," says Augusto Garzon, Dove Global Vice President of Deodorants.
"You can feel the attention to detail in the way we’ve engineered the refill mechanism, too: with the satisfying clicks that call to mind true precision engineering, you simply place a refill onto the base until it slots into place, the twist until you feel and hear the click. Thanks to this sleek, minimalist design, we’ve created something that is more sustainable and more desirable.”
Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!