How trends and technology are boosting our deodorants business
Deodorants is one of the biggest – and most profitable – orders in Unilever, and it’s getting bigger, achieving double- number growth in our rearmost set of daily results( PDF595.97 KB).
Our Rexona( Sure, Degree, Shield), Axe( Lynx), Dove and Dove Men Care brands have all reported strong deals this time, and 95 of development in our deodorants business comes from those request leaders.
Between them, this portfolio of global brands covers every consumer need. Rexona offers gender-specific antiperspirant products, armed with body- responsive MotionSense technology. The more you move, the harder Rexona works to cover you from sweat and odour.
Axe deodorants combine infectious spices with binary- action tech to help you stay – and sense – fresh. And Dove’s products watch for skin while keeping body odour at bay.
All are embedded in wisdom and efficacity yet address different demands – and that’s what has helped boost our deodorants business as people return to life after lockdown.
Deodorant trends and the move to multiple formats
In 2022, Unilever carried out a study exploring how 21,000 consumers across 14 different countries( a) choose and use deodorants. The results showed some clear arising trends.
Across all but one of the requests, the number of people using multiple deodorant formats has gone up. But the most intriguing point was that consumers are decreasingly buying both antiperspirant andnon-antiperspirant deodorant formats, rather than opting a single product.
The study reveals the average number of formats used in the US is now two, over from1.5 in 2017, and the number of consumers who use both antiperspirant andnon-antiperspirant deodorant formats has increased to 27, over 11.
Just as numerous of us curate a collection of spices to suit different moods and occasions, it seems consumers are now reaching for different types of deodorants too – a move that’s serving our brands.
Another big trend driving deodorants growth is the shift to innovative products that offer proven longer- lasting protection, and our brands are introducing in this space.
The 1990s saw the launch of Rexona’s 24- hour antiperspirant claims. By the early 2000s, the brand was offering up to 48 hours of protection. And in 2021, we launched Rexona 72- hourNon-Stop Protection – our most effective antiperspirant yet, equipped with patented tech developed in Unilever labs and a formula that’s adding the brand’s deals in numerous countries.
The key to its efficacity is that the formula contains microtechnology constituents which can compact together more nearly than conventional antiperspirant complexes, forming an extremely effective hedge against sweat.
This hunt for long- continuing products with superior benefits extends to other brands in our deodorants portfolio too. Reimagining the tech our scientists created for Rexona’s products, Dove now offers its own 72- hour Advanced Care antiperspirant, amended with a quarter moisturising cream and skincare constituents similar as glycerine and sunflower seed oil painting. Not only does the product give lasting sweat- and- odour control, but it also cares for delicate underarm skin by boosting its natural humidity hedge and shielding it from paring damage.
Axe has introduced a 72- hour Body Spray deodorant too, formulated with twice the odour- busting zinc content of other Axe body sprays. This double cure helps to absorb odour motes for a scent that stays fresh for longer, and is available in the brand’s new Axe Fine Fragrance collection, developed in collaboration with the world’s top scent houses.
Testing technology for unborn-fit products
We ’re applying Unilever’s pioneering wisdom to produce slice- edge deodorant technology that will keep consumers choosing our brands for decades to come – and there’s a global ecosystem of experts across our R&D platoon concentrated on that charge.
At our Global Design Centre in Leeds, UK, over 100 scientists are devoted to developing the coming big thing in deodorants, and they ’re supported by associates around the world with specialist knowledge in areas from microbiome and skin wisdom to inorganic chemistry, mortal biology and clinical testing.
“ We ’re blending top- notch wisdom with innovative technology to take our deodorant products to the coming position, ” says Vivek Sirohi, Head of Deodorants, Unilever Personal Care R&D.
“ It’s not just about stopping sweating or making you smell great; it’s about ground- breaking products that really make a difference to people and earth. Our global reach and deep order moxie for new discoveries keep us at the cutting edge, constantly creating commodity special and unmissable for our consumers. ”
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