Dove and Charli xcx Partner for Music, Fashion, Film Tour Activations

This collaboration serves as the third partnership between the personal care giant and the singer, aiming to integrate the brand’s Whole Body Deodorant into the concert-going experience. By hosting pop-up events at venues like Repo Records in Philadelphia and Book Soup in Los Angeles, the company is distributing limited-edition newspapers featuring exclusive photography and "Peel & Reveal" stickers that provide winners with access to sold-out shows.

Beyond street-level activations, the program extends into the venues themselves. Dove plans to install interactive photo stations and mirror wraps in concert bathrooms, while utilizing the Confetti app to reward fans with real-time ticket upgrades. Kevin Tolson, Head of Dove and SheaMoisture Deodorants at Unilever, noted that the initiative seeks to remove physical discomfort from the live music experience, allowing fans to focus entirely on the performance. The current product lineup, which includes alcohol-free sprays and sticks, retails for $12.99 as the brand continues to emphasize its presence in the music festival and touring circuit throughout 2026.