There are shifts happening across the personal care market and the application of antiperspirants and deodorants especially is not immune to these shifts. From more inclusive positioning and safer ingredients lists to special purpose and novel formats, now is the time to get moving on innovating.

Think about:

Dry spray innovations

• Address consumers’ pain point of underarm stains on clothing
• This innovation resulted in higher unit prices for deodorants; a trend that will continue

Lighter scents and layering of Pumps & Sprays

• Appeal to young, modern consumers to personalize a “fragrance wardrobe” by layering scents.
• Pumps positioned as mass or masstige have the opportunity to become a product of choice as a deodorant & a body scent.

Source: Mintel GNPD

Even though the deodorant market still remains highly segmented by gender, expect to see more scents, formats and packaging that are less gender stereotypical and focused more on the efficacious claims of the product. Antiperspirants are also moving this way, however, less rapidly. Antiperspirants are bringing in claims of detoxifying and pH balancing with simplistic designs when moving away from gendered packaging.

Source: Mintel GNPD

Take a deeper look at incorporating ingredients to align with sustainable product concepts.

Companies are taking a stance to incorporate sustainable practices in deodorant launches through refillable packages, solid formats, and DIY kits.

A health-focus coupled with transparency in messaging and ingredients has shown claims such as: low-tox, and free from aluminum, phthalates, parabens, allergens, and propylene glycol, to go beyond just what is considered bad consumers are applying Wellness logic by seeking ingredients that are beneficial to the skin such as Chamomile, Lavender, & Vitamins.

Lifestyle focused positioning has served well in this category, tailoring purpose-driven messaging and efficacious ingredient selection to groups such as pregnancy-friendly, clean beauty advocates, hypersensitive individuals, extreme athletes, yogis, and extreme element professionals.

A Balancing Act that Won’t Make You Sweat

As people are more accustomed to searching for causes and treatments for skin ailments and make it a point to research ingredients online, combating odor and perspiration are no different and have been painstakingly put under the microscope. Prebiotic and Probiotic ingredients that address the imbalance that happens in your skin’s natural microbiota are growing exponentially.

Consumers are looking for products to protect them through all they do and AP/Deo products are no different. From crowded trains, working outdoors, heavy lifting in the gym, to running after little ones, and even those who sleep hot. No one wants to get a whiff of their deodorant falling short.

Take Inspiration from these Innovative Formats that Blur Skin Care Claims with Traditional Deodorant

Deliver long-awaited benefits all over by taking inspiration from the skincare market, think of applications such as masks and serums, that treat discoloration, irritation, dry skin, flaking, sensitivity, ingrown hairs, and blemishes. Additionally, products that reduce shaving which can also help to reduce irritation caused by the friction of shaving. Products that address perspiration in areas other than the underarms such as the hands, face, back, feet, forehead, and intimate areas, are of high interest.

Formulating AP/DEO doesn’t have to Stink

Let’s work to transform the conversation about odor and sweat management with innovative and transformative formats that are silky and light-weight, allowing for long-term protection and comfort, like Gel-to-Powder or Cream-to-Powder Formulas that speak to mom’s, professionals, athletes, and fitness aficionados motivators alike.

See all of our AP/Deo formulations here, and check out these feature formulas to get you started.

• Safe and Soothing Deo Stick
• Simple and Natural Deo Cream
• Hydroglycolic Nature-Based Deodorant Stick Base
• Velvety Deo Stick
• Antiperspirant spray with AEROSIL® R 812 S
• Antiperspirant Roll-On by Hallstar
• Calm and Care Roll-On by Hallstar

Ingredients to get the formulation benefits consumers want

Ingredients from Roquette

Beauté by Roquette® GA 290– PHA exfoliates and moisturizes, restores pH balance and enzyme activity on the skin, especially suited for sensitive skin and dry skin conditions

Beauté by Roquette® ST 118 – rheology modifier that creates a high cushion effect and non-tacky, velvety after feel

Beauté by Roquette® DS 112 – plant-based rheology modifier to create innovative textures & sensory feels with easy spreading and without whitening

Beauté by Roquette® ST 012 – for sebum absorption, anti caking in powder formulas and velvet touch feel

Beauté by Roquette® PO 500  – patented plant-based way to inhibit bacteria growth in the presence of sweat while delivering long-lasting skin hydration and skin microbiota benefits.

Beauté by Roquette® CD 102 – encapsulates odor molecules and is a carrier, stabilizer and booster for actives

Ingredients from BASF

Lanette 18 DEO – delivers consistency to stick preparations and is odorless

Cetiol C5 – naturally derived, fast-spreading and light emollient, excellent substitution for silicones, with a Cyclomethicone-like feel

Cetiol Ultimate – the ideal natural, fast drying, high spreading  emollient to deliver a smooth texture without oiliness

Phytosoothe – to balance the bacteria on the skin surface and calm/soothe the skin

Ingredients from Hallstar

Sodium Stearate OP-100V – vegetable-derived gelling agent ideal for maximum stick clarity

Sodium Stearate OP-200V – vegetable-derived gelling agent to increase the melt point and decrease the payout of hydroglycolic sticks, ideal for nonalcoholic sticks

Eurol BT – olive leaf extract with many properties such as “antimicrobial properties”, soothing/anti-inflammatory

Sensolene Light ET – skin compatible emollient with soothing and anti-inflammatory properties

Structuring Agents from Evonik Silica

Aerosil R974 & Aerosil R812 S– Efficient suspending agents to prevent the agglomeration of Al/Zr salts. Allows for reduced whitening on the skin, yet a bright white appearance of stick formulations.