{
  "schemaVersion": "1.0",
  "generatedAt": "2026-08-28T12:23:08.931Z",
  "id": "60",
  "slug": "dove-smooth-irritation-free-underarms",
  "url": "https://www.usp.at/demo-library/dove-smooth-irritation-free-underarms",
  "title": "Dove – Smooth, Irritation-Free Underarms",
  "displayTitle": "Dove – Smooth, Irritation-Free Underarms",
  "brand": "Dove",
  "company": "Unilever",
  "category": "Personal Care",
  "claim": "Irritation-free",
  "benefit": "Protect skin",
  "technology": "Deo Reactive Test",
  "claimTypes": [
    "Sensitivity & Soothing"
  ],
  "businessUses": [
    "Retail Activation"
  ],
  "formats": [
    "Diagnostic Tool"
  ],
  "image": "https://www.usp.at/images/demos/dove-smooth-irritation-free-underarms/demo-60-Dove-Picture-2-1200x800-1-650x650.jpg",
  "summary": "Dove Deo primarily wanted to prove how well its Deo’s care ingredients protect skin, especially after hair removal.  Besides proving product truth and product superiority, Dove Deo insisted on a tool which enabled consumers to test Dove’s product’s claim by themselves.",
  "publicExcerpt": [
    "Having been briefed, the USP’s team developed concepts that ensured 1:1 engagement, while proving that the superiority of Dove deo’s care ingredients.",
    "Both parties agreed that USP’s Deo Reactive Card would give the best possible results, emotionally engaging consumers at the POS.",
    "The size and shape of the demo card were the next decisions to be made, and the specialists at USP then took care of the project’s next steps: artwork, printing, and timely delivery."
  ],
  "access": {
    "fullCaseStudy": "gated",
    "note": "The full write-up is available on the demo library page after entering an access code. Request access at https://www.usp.at/contact"
  }
}