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.
US Deodorants are dominated by sticks and sprays, although category growth is influenced by pumps
For full-body applications, wipes, pastes, and lotions have been rapidly adopted. Oils, sprays, and serums have the potential to capitalize on the niche areas and whole-body applications that are aligning with skincare benefits, providing more than just odor neutralizing benefits.
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.
Shift in Market Claims Mean Change is Here
Top 15 Marketing Claims of US Deodorants (Jan 2019-Aug 2020)
Source: Mintel GNPD
Gender-Specific Claims – Unlike other regions, in the US, sales of gender-specific deodorants still outperform unisex and remain relevant.
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.
A Focus on Safety: For Both People and Environment.
Greatest Shift in claims in for AP/DEO launches from 2018-2020
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.
Wellbeing, Safety and “For Everyone” Positioning Exemplify Body Positivity
Inclusivity, allowing for free expression, and ensuring safety all build the pillars of well-being. Ingredients such as bamboo powder or charcoal are included in recent launches to replace common natural ingredients like baking soda which can be drying and irritating. Botanical Extracts, and plant-based squalene along with Aloe help to balance the moisture and soothe the underarm area.
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.
Long-Lasting Still Highest Claim because Falling Short Stinks
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.
Add a Personal Touch to Armpits
Personalization has become a differentiator for all beauty and hygiene applications that consumers delight in. Add customization through scents, formats, ingredient selection such as extract combinations, and lifestyle or demographic alignment.
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.
No Sweat! We have you covered with Starting Point Formulas and Ingredients:
See all of our AP/Deo formulations here, and check out these feature formulas to get you started.
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
Sebaryl FL LS 9088 – ideal for oily skin to control sebum
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 300 – Efficient suspending agent to prevent the agglomeration of Al/Zr salts. It is also an effective gelling agent and gives a pleasant dry skin feel.