• by Sarah Mahoney  @mahoney_sarah, April 3, 2025

With March Madness in full swing, Dove Men+Care is leaning hard into sports culture, showcasing a new campaign that pairs NBA guard Jared McCain with fun merchandising drops from NFL legend Marshawn Lynch. Sarah McLaren, Unilever’s head of body cleansing marketing, tells Marketing Dailywhy self-care matters more than ever for men, and how Dove is turning game moments into purpose-driven marketing.

Interview has been edited for length and clarity.

Marketing Daily: Let’s start with the Jared McCain partnership -- what does March Madness offer a brand like Dove Men+Care?

Sarah McLaren: March Madness gives us a cultural moment that really brings our message to life. We believe self-care fuels confidence and performance, both on and off the court. Jared helps demonstrate how care routines -- starting in the shower -- can contribute to how men perform and feel.

Marketing Daily: There’s been a surge in conversations about masculinity and mental health. What role does Dove see itself playing?

McLaren: We’re at an inflection point. We see that masculinity and care can live in harmony. There’s so much more awareness among men now. They know they need products that address their skin’s unique needs.

Although 50% of men’s products are still purchased by a female head of household, the key job marketers do is making sure that men understand that there are differences. Not every brand or product fully addresses their specific needs. It’s no longer about them reaching for whatever someone else put in the shower.

Marketing Daily: How has that shift shown up in product trends?

McLaren: The growth of whole-body deodorant has been so fast, from a small niche not long ago. My favorite fun fact about personal care is that only 2% of sweat comes from underarms. As people learn that, they want to address odor across the whole body. That’s starting a new conversation.

Marketing Daily: Dove Men+Care competes with big players like Old Spice and Harry’s. What gives you an edge?

McLaren: We have the legacy of Dove, built on confidence and product superiority. Men’s skin is different: drier, tougher, oilier. Our scientists are at the forefront of moisturization and advanced cleansing. That gives us credibility when we talk about care.

Marketing Daily: What’s next for the campaign?

McLaren: March Madness is our major tentpole for the first two quarters. We have a limited-edition launch coming later this year, and in 2026, Dove Men+Care will have a major presence at the FIFA World Cup. We’re all in on sports. And we’re building in sweepstakes to give fans access to tickets -- that’s a huge privilege.

Marketing Daily: Can you describe the brand’s business performance?

McLaren: I can’t share specifics, but we’re pacing ahead of category growth with strong double-digit gains. Consumers are responding to our proposition that care changes everything.

Marketing Daily: Is there anything about personal care that still surprises you?

McLaren: Besides learning that only 2% of the sweat comes from armpits? I love bringing new products home to the guys in my life. I gave them our new scrubs, and they were skeptical. But now they love it. One friend said, “My bald head has never felt so good.” Seeing is believing. Sometimes, you have to experience care to realize what you’ve been missing.