Dove Men+Care is partnering with Marshawn Lynch to drop the B.O. - everywhere. Introducing _EASTM_DE
ENGLEWOOD CLIFFS, N.J., Feb. 6, 2025 /PRNewswire/ -- In locker rooms, gyms, and homes across America, there's an uncomfortable conversation no one's having: 63% of men are unaware of solutions for their whole body odor. But who's bold enough to speak up about it? Enter Marshawn Lynch – the football icon who has never shied away from real talk. In an audacious move, he's making the topic impossible to ignore by stripping his legendary BEASTMODE brand down to _EASTM_DE. The B.O. is gone. Thanks to Dove Men+Care Whole Body Deodorant.
"Y'all know I'm about that action but definitely not trying to be hella musty and funky," said Lynch. "So when Dove Men+Care hit me up about dropping the B.O., I was with it. Now it's your turn."
BEASTMODE and Dove Men+Care are inviting men across the country to drop the B.O. with a limited edition, authentic and beautifully-crafted _EASTM_DE merch kit. In addition to Dove Men+Care Whole Body Spray, each kit features a hoodie, shorts, and socks – covering some of the areas where Whole Body Deo works best. Kits are available as of February 6th at EASTMDE.com, while supplies last.
"We've been having fun with the idea that our product helps eliminate B.O. everywhere. Marshawn took the idea and ran. This campaign is all about taking the taboo out of whole body odor and showing men Dove Men+Care has them covered," says Unilever Associate Director, Dove Men+Care Deodorant, Lindsey Lapin.
Lynch's partnership with Dove Men+Care Whole Body Deodorant isn't just another celebrity endorsement – it's an invitation to get real about getting fresh, backed by innovative products like their Aloe + Bamboo Whole Body Deo Spray and the NEW Marine + Blue Cypress and Fig + Suede Whole Body Deo Sprays. These paraben-free, derm-tested products protect against odor for your most precious parts – from pits to privates (yes, it sprays upside down) to feet. To learn about the new range, visit DoveMenCare.com and follow @DoveMenCare on Instagram and Twitter.
Throughout the weekend, Marshawn Lynch will be bringing _EASTM_DE to life, in addition to in-store takeovers at BEASTMODE locations in Las Vegas and Seattle. In New Orleans, home of this year's big game, Marshawn is hosting a live taping of his Get Got Pod, where _EASTM_DE merch and Dove Men+Care Whole Body Deo will be available for special giveaways.
The full Dove Men+Care Whole Body Deo range, including the original Aloe + Bamboo and Shea Butter + Cedar scents, is available at Walmart and other major retailers for $12 MSRP. For more information about the campaign visit EASTMDE.com and to learn about the range, visit DoveMenCare.com and follow @DoveMenCare on Instagram and Twitter.
About Dove Men+Care
Dove Men+Care is the first range of products from Dove developed specifically for men. Manufactured by Unilever, the line includes the #1 U.S. dermatologist-recommended body wash brand. Launched in 2010, Dove Men+Care is a powerhouse men's grooming brand in the U.S. with a product portfolio that includes bars, body washes, face care, antiperspirant/deodorants, hair care, and hand/body lotions, which are available nationwide in food, drug, and mass outlet stores.
Since launching, Dove Men+Care has also been dedicated to debunking the stereotypes of how men around the world care for themselves and others. The brand is on a mission to inspire every man to experience the transformative effects of care and focuses on making that a reality through cultural initiatives, legislative action, and community engagement. Learn more at DoveMenCare.com
About Unilever in North America
Unilever is one of the world's leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, Foods, and Ice Cream products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 127,000 employees and generated sales of €59.6 billion in 2023.
Our leading brands in North America include Dove, Hellmann's, Vaseline, Degree, Axe, TRESemmé, Knorr, Magnum, Ben & Jerry's, Nutrafol, Liquid I.V., Paula's Choice, and Dermalogica.
For more information on Unilever U.S. and its brands visit: www.unileverusa.com
For more information on Unilever Canada and its brands visit: www.unilever.ca
Media Contact: Allison Wachtfogel, allison.wachtfogel@edelman.com
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SOURCE Dove Men+Care