Case Study: Dove launches premium refillable deodorant with Bearded Kitten

Dove drives 35% case sales with Bearded Kitten's Covent Garden refillable pop-up

Dove sought to launch its first-ever refillable deodorant, aiming to position it as a premium beauty accessory and shift consumer habits rather than simply introduce a new product. The challenge was to generate press coverage, excite influencers, and create genuine consumer demand through an experience that encouraged product trial and education. They engaged the vendor, Bearded Kitten, for an experiential marketing activation.

Bearded Kitten designed and delivered a luxury pop-up event in Covent Garden. The solution included creative fabrication of a premium branded environment with interactive moments like live engraving and a refill bar. The activation successfully attracted large crowds, resulting in hundreds of product purchases and significant social sharing. Bearded Kitten helped change product perceptions, with 35% of attendees purchasing a case and the event generating widespread influencer coverage.

Dove