Unilever is aiming to drive value in the deodorant category via “a series of new ground-breaking, technology-driven products”.
The supplier hopes to encourage shoppers to trade up to premium high-tech lines across its Sure, Lynx and Dove brands – which between them command about 60% of the UK deodorant market.
The overhaul’s centrepiece is the launch of Sure Nonstop Protection (rsp: £2/150ml & £3/250ml), which promises 72-hour sweat and odour protection by forming a stronger layer that reduces the flow of sweat onto the underarm surface. Proprietary MotionSense tech releases a burst of fragrance as the wearer moves. The result of several years of development, it was “Sure’s biggest upgrade in antiperspirant technology in 30 years” Unilever said.
Available now, Nonstop Protection is joined on shelf by new Sure Maximum Protection (rsp: £5/150ml), which delivered “three times stronger sweat protection” for 96 hours, Unilever added.
The innovation across Sure follows a recent relaunch of Dove with upgraded technology across its deodorants “to deliver the best care to target shoppers looking for a deodorant that is gentle on skin”.
Lynx would also play a key role in Unilever’s strategy “as it continues to launch innovation based on fragrance including its latest Epic Fresh” said the supplier. The NPD also offers 72-hour anti-sweat tech.
Unilever’s move to shake up deodorant came after “personal care habits changed significantly during lockdown, leading to a decline in usage occasions” it said. As such, Sure, Lynx and Dove saw their values fall by 7.9%, 7.2% and 8% respectively [NielsenIQ 52 w/e 11 September 2021].
While market sales had recovered recently “as consumers have begun to rebuild their daily health and wellness routines”, the deodorant category was still in need of an overhaul having “been stagnant for a few years” Unilever added.
To further encourage trade-up, the supplier has developed a new fixture for the personal care aisle, designed to enable shoppers to more quickly identify the product that best suits them. Deodorants are ranged in three segments, each focused on a need-state: sweat protection, fragrance and skincare. Each segment is ranged from bottom to top as ‘good, better and best’ tiers.
The deodorants market “was in serious need of a makeover” said Monique Rossi, marketing director for deodorants at Unilever. “Our cutting-edge R&D facilities here in the UK and globally mean we’re in the perfect position to take a lead on driving value and growth back into the deodorants category.”
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