ENGLEWOOD CLIFFS, N.J. — Unilever, the maker of Dove Men+Care, is celebrating the launch of its new Dove Men+Care antiperspirants/deodorants and Sensitive Clean personal wash by inking a corporate partnership with the National Collegiate Athletic Association.
The multiyear commitment includes Unilever's full portfolio of men's and women's personal care brands, with exclusive category marketing and promotional rights related to all 88 NCAA championship events across 23 men's and women's sports, as well as integrated marketing opportunities, retail and print promotions, and online and television advertising.
The sponsorship will come to life during the NCAA men's basketball tournament across major retailers nationwide with in-store displays and merchandising starting this month, and culminating with Final Four Weekend in April.
Unilever will spotlight the entire line of Dove Men+Care male grooming products, as well as the newest products, as a partner of the NCAA Division I Men¹s Basketball Championship. Under the partnership, a new series of "Journey to Comfort" videos will be shown throughout NCAA March Madness programming and at DoveMenCare.com. In the series, such iconic NCAA personalities as Earvin "Magic" Johnson, Georgetown head coach John Thompson III and famed Duke point guard Bobby Hurley will reveal the personal milestones that helped them become comfortable in their own skin.
The new Dove Men+Care antiperspirants and deodorants specifically are designed to be tough on sweat, not on skin, according to Unilever. The new collection is formulated to provide total underarm care for men by fighting skin irritation and providing 48-hour protection.
Joining the Men+Care body and face wash line is the new Sensitive Clean body and face wash, which is clinically designed to fight dryness. The formula is hypoallergenic and created without dyes and fragrances for men who prefer a mild, unscented body and face wash, the company stated. In addition, the pH neutral formula promises a gentle, comfortable clean for men prone to skin irritations.