Created two new product concepts for Dove, introducing retinol as a core active and care driver within the antiperspirant category. The goal was to explore how a traditionally facial skincare ingredient could redefine underarm care through a science-backed, benefit-led story.

This project stemmed from curiosity about how ingredient-led innovation can refresh a mature category and give Dove a distinct positioning within the market. The concepts were designed to bridge everyday protection with visible skincare benefits, aligning with Dove’s core philosophy of care and credibility.

Through this work, I aimed to demonstrate strategic creativity applying skincare storytelling to functional formats, and showing how ingredient integration can drive both product differentiation and emotional connection.