{
  "slug": "dove-mencare-2026-07-06t06-2",
  "company": "Dove Men+Care",
  "headline": "Reformulation campaign used Strava to reach fitness-first audience.",
  "topic": "{Stash Edge — Distribution Play}",
  "source_name": "Marketing Dive",
  "source_url": "https://www.marketingdive.com/news/dove-mencare-takes-to-strava-and-social-media-to-promote-reformulation/824351/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/dove-mencare-2026-07-06t06-2",
  "channels": {
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      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Distribution Play}\n◆ PLATINUM · Channel-specific product messaging · Dove Men+Care\n\nReformulation campaign used Strava to reach fitness-first audience.\n\nwhen you reformulate or launch a performance-angle product, skip the beauty section and go to the vertical where the audience already lives. Strava, Peloton, Running apps, gym apps — audiences in these spaces see product as a tool for recovery or maintenance. A fragrance is a luxury; a post-workout body wash is a utility. Sell it where your buyer is already thinking about their body as a performance asset, not in a beauty feed where it competes with makeup.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/dove-mencare-2026-07-06t06-2\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/dove-mencare-2026-07-06t06-2\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/dove-mencare-2026-07-06t06-2",
      "chars": 1034,
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Distribution Play}\n◆ PLATINUM · Channel-specific product messaging · Dove Men+Care\n\nReformulation campaign used Strava to reach fitness-first audience.\n\nwhen you reformulate or launch a performance-angle product, skip the beauty section and go to the vertical where the audience already lives. Strava, Peloton, Running apps, gym apps — audiences in these spaces see product as a tool for recovery or maintenance. A fragrance is a luxury; a post-workout body wash is a utility. Sell it where your buyer is already thinking about their body as a performance asset, not in a beauty feed where it competes with makeup.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/dove-mencare-2026-07-06t06-2\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/dove-mencare-2026-07-06t06-2\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/dove-mencare-2026-07-06t06-2",
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      "label": "Bluesky",
      "body": "{Stash Edge — Distribution Play}\n◆ PLATINUM · Channel-specific product messaging · Dove Men+Care\n\nReformulation campaign used Strava to reach fitness-first audience.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/dove-mencare-2026-07-06t06-2",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Reformulation campaign used Strava to reach fitness-first audience.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nDove Men+Care promoted a product reformulation by advertising on Strava, the fitness-tracking platform, alongside social media, per Marketing Dive.\nHere's the cool part — the lever almost everyone misses (and you don't have to): when you reformulate or launch a performance-angle product, skip the beauty section and go to the vertical where the audience already lives. Strava, Peloton, Running apps, gym apps — audiences in these spaces see product as a tool for recovery or maintenance. A fragrance is a luxury; a post-workout body wash is a utility. Sell it where your buyer is already thinking about their body as a performance asset, not in a beauty feed where it competes with makeup.\nWhat that means for you: when you reformulate or launch a performance-angle product, skip the beauty section and go to the vertical where the audience already lives. Strava, Peloton, Running apps, gym apps — audiences in these spaces see product as a tool for recovery or maintenance. A fragrance is a luxury; a post-workout body wash is a utility. Sell it where your buyer is already thinking about their body as a performance asset, not in a beauty feed where it competes with makeup.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Marketing Dive: https://www.marketingdive.com/news/dove-mencare-takes-to-strava-and-social-media-to-promote-reformulation/824351/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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}