Dove Launches VitaminCare+ Aluminium-Free Deodorant Line, Designed by JDO

Wellness and clean beauty have evolved beyond trends to become movements that are reshaping the personal care industry. These movements demand products with clean ingredients, holistic health benefits, and a mindful self-care approach. As a leader in the personal care sector, Dove is embracing these changes, particularly within the deodorants category.

In response to these evolving demands, Dove has introduced Dove VitaminCare+, a premium line of aluminium-free deodorants enriched with a daily dose of essential vitamins to enhance protection and skin health.

The design of this innovative range, spearheaded by the international design agency JDO, seamlessly integrates wellness benefits, natural ingredients, and the elegance of clean beauty. This approach aims to captivate beauty enthusiasts who prioritize health, ingredient transparency, and the impact of their skincare products.

“Consumers today understand the connection between physical and mental well-being. The new Dove VitaminCare+ deodorant range meets this expectation by offering vitamin-enhanced protection and skincare for healthier underarms,” says Justine Guicherd, Client Business Director at JDO. “Our mission was to disrupt the category with a premium design that reflects clean beauty and wellness through simple ingredients, while also embodying Dove’s trusted care and expertise.”

JDO focused on simplicity and clarity, carefully balancing each design element to effectively convey the wellness and clean beauty promise of this new range. The result is a display of elegant essentialism, elevating Dove’s brand without losing its approachable charm.

“Reimagining Dove’s aesthetic for a new proposition requires craft, consideration, and confidence,” comments Ben Oates, Co-Founder and Creative Director at JDO. “Our goal was to highlight the enriching effects of vitamins, emphasizing their potency and protection while maintaining a softness and sensorial appeal. The use of white space accentuates the scientific beauty behind the products, and vibrant color highlights amplify Dove’s optimistic spirit. The true innovation lies in freeing the bird from the wordmark, allowing it to stand alone on the lid, which elevates Dove into the premium space with a distinctive and iconic touch.”

JDO also developed a series of key visuals and animations to support the launch, highlighting the joyfully simple nature of the clean ingredients and capturing the vibrant, supercharged energy of the VitaminCare+ range.

“Dove VitaminCare+ is poised to reinforce Dove’s leadership in deodorants and the growing wellness sector,” says Laura Kleffer, Global Brand Director for Dove. “JDO’s design beautifully encapsulates Dove’s vision of real beauty with a minimalist look that goes beyond skin deep. It reflects our commitment to providing premium beauty experiences that resonate with consumers seeking both effectiveness and exquisite design.”