The Brief
Launching a refillable deodorant is encouraging a shift in habits, rather than just launching a new product.
With that in mind, Dove asked us to create a launch experience that showcased its refillable antiperspirant as a premium beauty accessory and educated guests on the benefits of refillable design. We were tasked with generating press coverage, exciting influencers and creating genuine consumer demand, all while encouraging product trial, retail purchases and social sharing.
Mission complete.
Creative Concept
Nobody gets excited about buying deodorant unless you make it feel like the latest beauty obsession.
We took inspiration from luxury product drops, where limited releases attract queues around the block. The product was displayed like coveted collectables, surrounded by brushed metals, soft pastels and chrome finishes inspired by the product's packaging. This was echoed throughout, with all touchpoints and surfaces reinforcing the premium feel.
Guests got hands-on with product displays, personalised their new deodorant case with live engraving, lapped it up in a branded photo booth (always a fan fave), enjoyed mocktails from a refillable bar and experienced a live performance from Griff during press night.
The result was somewhere between a luxury beauty boutique and an experiential activation.
The Delivery
With our in-house creative fabricators, we designed, built and delivered all elements, from creative strategy, technical and 3D design, through to talent booking and live event management.
Partnering with Dove and Ogilvy, The Stables became a premium, fully branded environment packed with interactive moments. Our workshop fabricated bespoke scenic elements including oversized hero products, refill stations, premium display units and high-spec finishes that elevated the space. Many of these assets were built to such a high standard that they'll be - and have already been - reused for future Unilever campaigns.
Across two distinctly different event days, we adapted the experience without losing its impact. Press and influencers enjoyed an exclusive evening complete with Griff performing live, while Consumer Day opened the doors to hundreds of shoppers looking to experience, personalise and purchase the new product.
From the refill bar and engraving station to seamless guest journeys and calm on-site delivery, every element was considered to keep guests moving, exploring and sharing.
The Impact
The launch proved that even an everyday essential can become the centre of attention with the right experience.
Queues formed down the road, hundreds of refillable deodorants were purchased and customised, and guests spent time engaging with and learning about the product and its benefits. The complimentary engraving station became one of the activation's biggest talking points, while social content and influencer coverage were rife across both days.
Perhaps most importantly, the activation changed perceptions. Dove's refillable deodorant wasn't introduced as your average personal care product, and it became something guests wanted to own.
And that’s exactly what a product launch should do.
.avif)
