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Costco shopper's warning as she claims Dove deodorant four-pack is 'tricking' customers
Beauty brand Dove has come under fire for 'shrinkflation' after a woman ranted online that her usual five-pack of deodorant now has just four rolls in it.
The shopper claimed the company was 'tricking' customers by keeping the deodorant in the same size packaging despite removing one item.
Her rant was posed by the TikTok account @boulderdancer and has amassed over 40,000 views from irritated customers.
It comes as more and more brands face backlash for 'shrinkflation' - a cost-cutting practice by companies whereby they reduce a product size or quantity without changing its price.
The woman is filmed holding up the packet of Dove deodorants which she bought from wholesaler Costco.
A woman ranted about a four-pack of Dove deodorant and used a Costco product as an example of why she claimed stores were 'tricking' shoppers in a TikTok video last week
She shows how the packaging clearly has space for one more roll of deodorant but instead it has been filled with cardboard garbage.
She said: 'They trick you because the package is the same size, and they took one away.'
'Instead of having five in this large box, they have four with this,' she said while pointing to the cardboard.
The video was uploaded alongside the hashtag 'shrinkflation.'
The product in the video is Dove Advanced Care Invisible+ Antiperspirant Deodorant Cucumber Cactus Water.
TikTok users were divided about the matter, and multiple commenters wrote about the clear box label.
Wont wrote: 'Does it not clearly show four on the packaging? Not only that but the “4-PACK” in bright gold and black lettering? Or is it just me.'
Another added they no longer buy Dove soap because the manufacturer is 'making the bars smaller.'
The woman supported her Costco shrinkflation claim with a Dove Advanced Care Invisible+ Antiperspirant Deodorant Cucumber Cactus Water
Shrinkflation is mostly common in the food and beverage industry, and it has been a growing issue over the years
A report by Civic Science in March found that 61 percent of shoppers have noticed 'shrinkflation' in several of their favorite products.
And earlier this year, Dove's parent company Unilever warned it may have to implement more 'shrinkflation' to turn its profits round.
Last year Unilever slashed the number of Magnum ice creams sold in its multipacks from four to three. The packs usually sell for around $5.
And Dove went viral on Reddit back in 2022 when shoppers noticed its packets of soap had reduced.
The thread was sparked when one user shared a picture of their Dove soap packaging from 2019, 2021 and 2022. It showed that the price had decreased from 113 grams to 106 grams to eventually 90 grams.
Similarly, Coca-Cola reduced the size of its large bottles from two liters to 1.75 in 2014 and lessened it again to 1.5 liters in 2018.