# Beauty Fridge Pop-Ups Dove Unveils Plans to Install Antiperspirant-Filled Pink Fridges Across NYC By Elena Rahman | Published 2022-03-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dove References: [happi](https://www.happi.com/contents/view_breaking-news/2022-03-28/dove-plans-marketing-giveaway-in-nyc-for-new-antiperspirant-with-skincare-benefits/) & [dove](https://www.dove.com/us/en/deodorants/ultimate-antiperspirant-deodorant.html) [Dove](https://www.trendhunter.com/trends/freethepits) announced its plans to install a Surprise Skincare Takeover across New York City on March 29th at numerous locations. The marketing tactic aims to support the launch of its new [Dove Ultimate ANtiperspirant](https://www.trendhunter.com/trends/dove-mencare-maximum-protection), which delivers superior 48-hour care for underarms. The takeover will consist of [pink beauty fridges](https://www.trendhunter.com/trends/dove-plant-milk-gelato-bar) full of the new product stationed outside of 15 NYC beauty hubs. The fridges contain full-sized samples of Dove's latest innovation for free. Consumers can stop by at one of the various pink fridge locations for their own antiperspirant sample. Dove's Ultimate Antiperspirant was created with breakthrough water-based technology that restores the skin in the underarm area. Its effective formula contains a high concentration of glycerin to soothe dryness. Image Credit: Dove ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 89% | Activity: 100% | Freshness: 11% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Surprise Skincare Takeover:** Companies can implement surprise pop-up installations in various locations to increase product visibility and generate buzz. - **Beauty Fridge Pop-ups:** Placement of beauty fridges in convenient public areas can facilitate customer engagement and product distribution. - **Water-based Technology:** Innovations in skincare can explore the use of water-based formulas to promote more effective, soothing products. ### Who This Affects Most - **Personal Care:** Companies in the personal care industry can improve marketing efforts by setting up pop-up installations in locations with high foot traffic. - **Skincare:** Skincare companies can leverage the benefits of water-based formulas to develop more innovative and effective products. - **Retail:** Retail businesses can increase customer engagement and generate buzz by implementing surprise pop-up installations in their stores. ## Related on Trend Hunter - [Underarm Celebration Initiatives](https://www.trendhunter.com/trends/freethepits.md) - [Bathing-Inspired Pop-Ups Bars](https://www.trendhunter.com/trends/dovedeluxebar.md) - [Pop-Up Sensory Showers](https://www.trendhunter.com/trends/sensory-shower.md) - [Refillable Skincare-Inspired Antiperspirants](https://www.trendhunter.com/trends/refillable-antiperspirants.md) - [Whole Body Deodorants](https://www.trendhunter.com/trends/whole-body-deo.md) - [Antiperspirant Sports Partnership Campaigns](https://www.trendhunter.com/trends/dove-x-the-us-open.md) - [Concert Ticket Scavenger Hunts](https://www.trendhunter.com/trends/hot-seats.md) - [Vegan-Inspired Body Washes](https://www.trendhunter.com/trends/plant-milk-skincare.md) - [Moisturizing Total Body Deodorants](https://www.trendhunter.com/trends/whole-body-deodorants.md)