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Dove Antiperspirant Positioning Echoes Skin Sensitivity Of Soap

This article was originally published in The Tan Sheet

Executive Summary

Unilever's four new Dove antiperspirant/deodorant forms go "beyond odor and wetness protection to care for skin," according to the company. The product is on shelves now.

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Secret Gentle Care print ads compare the antiperspirant/deodorant's mild, yet effective protection to that of Chesebrough-Pond's Dove antiperspirant. Procter & Gamble claims the Secret line extension is "gentle on sensitive skin," yet "stronger than Dove."

Secret Gentle Care Claims Wetness, Mildness Superiority Over Dove

Secret Gentle Care print ads compare the antiperspirant/deodorant's mild, yet effective protection to that of Chesebrough-Pond's Dove antiperspirant. Procter & Gamble claims the Secret line extension is "gentle on sensitive skin," yet "stronger than Dove."

Secret Gentle Care Claims Wetness, Mildness Superiority Over Dove

Secret Gentle Care print ads compare the antiperspirant/deodorant's mild, yet effective protection to that of Chesebrough-Pond's Dove antiperspirant. Procter & Gamble claims the Secret line extension is "gentle on sensitive skin," yet "stronger than Dove."

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