Dove is extending its antiperspirant portfolio with the launch of Dove Soft Feel, a moisturising deodorant available in aerosol and roll-on formats.

The new Dove Soft Feel variant will be available in 75ml and 125ml aerosol sizes, as well as in a 50ml roll-on. Dove Soft Feel contains one quarter moisturing cream, according to manufacturers.

Tom Stone, brand manager for Dove Deodorants at Unilever UK, commented, “Consumers are increasingly looking for products which care for their underarm skin. Dove Soft Feel taps into the growing trend for powder products and allows consumers to experience a new kind of underarm softness with a cracking fragrance. We’re confident the launch will drive category growth by encouraging consumers to trade up to this premium product.”

The launch will be supported with a 10-second advert aired between March and May, on US TV at peak viewing times.