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19 January 2021
2021 could be the year that refillable packaging goes mainstream. Loop just announced an in-store partnership with Carrefour in France, and now Dove is releasing a range of refillable deodorants.
The Unilever-owned brand's new deodorants come in a white, palm-sized stainless steel container and the plastic used in the design is of 98% recycled origin. Unilever and Dutch agency VanBerlo worked on the design for two years, aiming to create a product with a timeless look that would stand up to years of use.
Currently, Dove's refillable range includes three fragrances: Cucumber & Green Tea, Coconut & Pink Jasmine, plus a non-scented Sensitive option. A starter kit (case and deodorant) retails for USD 15, while a refill kit (two deodorant refills) will be sold for USD 10, and both will debut at Target and Walmart stores across the US this month.
At USD 10 for 2 refills, pricing approaches that of discardable deodorants, which is crucial for achieving widespread interest from consumers. Selling a familiar brand of refillables — a staggering one billion people use Unilever deodorant every day — through regular brick-and-mortar stores also bodes well for moving reusables from a select audience of eco-conscious buyers to everyone inclined to do their part for the environment.
(Related: Like a mini version of Loop, This is Circular is a sustainable service for personal care and cleaning products in reusable metal bottles, delivered by bike.)