Old Spice Celebrates a Decade of Sponsorship for NASCAR’s Top Racer
TONY STEWART HAS WAVED a sweat- and champagne-soaked towel in NASCAR victory lanes more than 40 times since
coming to the Sprint Cup Series from IRL IndyCar in 1999. And this year is no different, as Mr. Stewart starts the new
season as a driver/owner with his No. 14 Old Spice/Office Depot Chevrolet Impala SS fielded by Stewart-Haas Racing.
Old Spice, the official deodorant and bodywash of NASCAR, saw early on in Mr. Stewart's career the opportunity such
frequent celebrations presented. The 2009 racing season marks Old Spice’s 10-year anniversary with Mr. Stewart and
the familiar Old Spice towel seen draped over the two-time Sprint Cup champion's shoulder after many long, hot afternoons at the racetrack will continue to be a staple of Stewart's post-race ritual.
Every time Mr. Stewart wins a Sprint Cup or NASCAR Nationwide Series race during the 2009 season, he'll use the
Old Spice towel to wipe off the sweat and sweet spray of victory. He’ll later autograph the towel and turn it over to Old
Spice for a charity auction on eBay, with all proceeds going to the Tony Stewart Foundation.
from excessive underarm perspiration. It contains 25% aluminum sesquichlorohydrate (anhydrous) and is the only
over-the-counter antiperspirant with this ingredient.
“If a consumer perspires heavily, ingredients matter,” said
Raymond Abrahamsen, vice president, new products,
Certain Dri, DSE Healthcare Solutions, Edison, NJ.
“Aluminum zirconium is your basic AP/Deo ingredient.
However, if you have hyperhidrosis or perspire heavily, this
ingredient will not be sufficient. The gold standard ingredient is aluminum chloride.”
Forty-year-old men’s grooming brand Brut also has
bulked up its line of offerings with Brut 24 Hour Protection
Anti-Perspirants and Deodorants. The products are formulated with Trimax to provide long lasting protection. Both
products help to eliminate odor, while the antiperspirants
offer wetness protection. According to the company, Trimax
fights odor using two antimicrobial agents to eliminate the
bacteria that cause odor. In addition, Brut antiperspirants
also contain aluminum zirconium tetrachlorohydrex glycine,
the same active ingredient used by clinical strength and prescription strength products to combat wetness.
According to John Hunnicutt, vice president of marketing,
Brut, Idelle Management Co., Danbury, CT, a clinical
strength formulation only adds to the attributes of the
brand. “The role of fragrance in the category is an extremely important variable in brand selection. Scent is, in some
cases, the primary strategic platform for consumer marketing. Both men and women are very loyal to their preferred
fragrance, but it is not the only key loyalty builder. Product effectiveness is still
king. In the case of male consumers, that
loyalty extends to form and type.”
Tobias A. Gubitz, senior brand manager for Right Guard, Dial Corporation,
Scottsdale, AZ, agreed.
“Ingredients that improve efficacy or
provide an added benefit also play a large
role,” he said, citing Dry Idea’s new
Clinical Complete collection as an example. The line is said to provide maximum
wetness protection without a prescription, but it also contains skin-condition-ing ingredients like vitamin E.
The company also plans to roll out
Right Guard Fast Break, an NBA-inspired high-performance line of deodor-
Dermadoctor, a clinical skin care company whose products
are sold at Ulta and Sephora, is entering the deodorant
domain with Total Nonscents, two new underarm SKUs.
One targets sensitive skin and the other is a brightening formulation with kojic acid for darker skin areas under the
arms. Both also feature aluminum zirconium tetrachlorohydrex glycine for clinical support.
“We created the products due to consumer demand,” said
Audrey Kunin, M.D., president, Dermadoctor, Inc., Kansas
City, MO. “I answered at least one consumer email a day for
three years before launching Total Nonscents Brightening
Some natural brands are also stepping up to the plate with
extra-strength formulations. Lavilin Underarm and Foot
Deodorant Cream, a prestige herbal deodorant developed by
scientists studying the link between unpleasant odor and
the bacteria normally found in perspiration, features a 24-
hour product. According to the company, Lavilin’s effectiveness is drawn from natural properties found in herbal
extracts including chamomile, arnica and calendula, which
work to eliminate bacteria on the skin. The water-resistant
product only needs to be applied once or twice a week.
The Green Scene
Natural AP/Deos are on the rise in the market, in step with
the entire personal care industry. Marketers are finding
novel ways to incorporate essential oils and even crystals
into formulations—giving independent
marketers a chance to rub elbows with
drugstore brands like Tom’s of Maine.
Mr. Shuster, who sees green AP/Deos as
a niche market, noted, “The consumer
base for green/natural deodorants is not
significant enough for major manufacturers. However, I think that it doesn’t hurt
for the leading players to have a small
stake in this category.”
According to Mr. Shuster, there is a
small group of consumers that do care
about ingredients in their deodorants and
many of them avoid putting “chemicals,”
including the ingredients key to an
antiperspirant, on their bodies.
Burt’s Bees is testing the waters with
its new Natural Skin Care for Men
New clinical strength by Ban.