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.

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.

Shift in Market Claims Mean Change is Here

Top 15 Marketing Claims of US Deodorants (Jan 2019-Aug 2020)

Source: Mintel GNPD

Functional Claim

Environmental/Ethical Claims

Safety/Free-from Claims

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.

Balance Bacteria

Products to incorporate this trend:

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:

Ingredients to get the formulation benefits consumers want

Odor Fighting Ingredients

dermosoft decalact deo MB – Easy to handle and highly effective against microorganisms causing body odor

TEGO Cosmo P 813 MB – Immediate and extended benefits for 24 hr claim

dermofeel TEC eco – Inhibits the esterase-based metabolism of sweat components

TEGODEO A30 eco – A highly effective deodorant blend on the basis of Zinc Ricinoleate, especially suitable for clear aqueous and hydro-alcoholic formulations with proven efficacy.

TEGODEO HY 77 – Especially suitable for use in deodorant formulations with a high alcohol content

TEGODEO CW 90E – Especially suitable for use in formulations with higher water content

TEGODEO PY 88 G – Especially suitable for emulsion formulations and does not interfere with the natural flora of the skin

Moisture Absorbing Ingredients

Corn PO4 PH “B” – Talc replacement, absorbs and binds considerable amounts of sweat without losing powder characteristic, keeping the skin dry over prolonged periods

Agenaflo 9050 – Reduces tackiness with velvety skin feel

Beraclays – Absorption properties and remineralizes the skin. Amazonian White Clay and Vanilla have a pH similar to the skin and Beraclay Crude removes dead cells and improves the sensory feeling of emulsions.

Lipobead® Detox with Charcoal – dust-free version that allows clear or white formulations. Detoxifies by entrapping the removing pollutants such as VOCs or by capturing heavy metal and toxins absorbed by the body and excreted through sweat.

Structuring Agents and Aesthetic Enhancers

Tapioca Natural – Native tapioca starch that can provide rheology modification and stabilization to water-based and stick formulations. It can also be used to adsorb oils and sebum from the skin.

Dermol 89 – Acts as a replacement for volatile silicones, where it reduces tackiness and prevents clogging in aerosols. Facilitates rub-in and imparts spreading, slip and lubricity.

Dermothix 100 – Clarifier antiperspirant sticks where it imparts body and firmness and prevents whitening as well as offering slip.

Ethox 4075 – Naturally derived high performance thickening system that can provide various hardness from soft gels to hard sticks and varied clarity achievable from crystal clear to opaque and creamy.