Dove Deodorant: Andrea Grostern

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Andrea Grostern, who began her package-goods career as an intern at Procter & Gamble Co. before joining Unilever in 1994, is one of a very few people to work at both global rivals. As brand director for Unilever's Dove deodorant and antiperspirant, Ms. Grostern has led an effort that cut into her old employer's more established Secret brand, and in 18 months reached the No. 2 position in the women's segment of the category.

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."

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