Dove deodorants, launched in early 2000, had sales of $78.6 million for the 52 weeks ended June 17, 2001, compared with Secret, down 7.6% to $137.4 million, according to Information Resources Inc. Dove brought a skincare benefit to a category long fixated on odor and wetness, delivering sales 35% to 40% ahead of projections in year one and growing market share another point in year two to more than 5% of the $1.7 billion deodorant/antiperspirant category.
Ms. Grostern, 32, has led a team that in year one focused on ads from WPP Group's Ogilvy & Mather Worldwide, Chicago, featuring earnest testimonials about skincare benefits. The second year brought a lighter touch, including the tagline "Take the underarm express to softer skin" on transit ads.
"It's really meant to be very honest and real about underarms," she says. "We're talking about a completely new body part [for Dove] in a new way."