Vive la Différence!
Antiperspirant and deodorant marketers rely on the unique wants and needs
of men and women when promoting their wares to consumers.
IT’S A MAN’S world. When it comes to an- tiperspirants and deodorants, it’s a woman’s
world as well. Apparently,
sex sells when it comes to
selling underarm protection. Years ago, consumers
were content with gender-neutral antiperspirants
and deodorants as long as
they delivered on their
promise of odor control
and wetness protection.
But in recent years, marketers have realized that
they can generate interest
in new launches, reenergize sleepy brands and
provide a jolt to a mature
category by genderizing
antiperspirants and deodorants.
According to some estimates, 10 years
ago, 30% of the antiperspirant and deodorant (AP/deo) category was unisex, but today,
it represents just 5-6% of the business.
The gender-specific strategy may help
marketers steal a point or two of market
share from the competition, but in a mature category such as AP/deo, double-digit gains are a thing of the past. The
good news is that, unlike many categories
in the household and personal products
industry, AP/deo doesn’t face too much
competition from private label products.
According to data from Information Resources, Inc., Chicago, sales of antiperspirants and deodorants slipped just .04%
New Right Guard offerings return to their sports-based heritage with unique formulas.
last year to about $1.24 billion, while unit
sales declined 2.3% to 372.6 million.
In its 2009 assessment of the U.S.
AP/deo sector, market research firm
Mintel forecasts that the market will increase roughly 3.5% a year in current
prices for the next five years, and about 1%
per year in inflation-adjusted dollars.
Clearly, there’s scant room for improvement when 92-93% of the teen and adult
population is already using AP/deos.
No wonder why marketers, big and small,
are using a variety of techniques and
product launches to get consumers to
Henkel/Dial is back in the men’s
AP/deo category with a vengeance with the
launch of Right Guard Total Defense 5,
which replaces the brand’s Total Extreme
line. The improved formula provides better
odor and wetness protection and has a better texture for more pleasing aesthetics.
“We made significant improvements in
non-caking and non-clumping, and that
translates into less staining,” explained Tim
Fuhriman, director of innovation and commercialization for the AP/deo group.
The four-item line includes Powerstripe,
PowerGel, PowerDeo and Clear Stick formulas. Each provides five benefits. For example, Powerstripe is said to block sweat,
provide time-released long-lasting protec-