Unilever has its eye on Brits’ private parts, rolling out a deodorants range suitable for intimate and sensitive areas of the body – backed by a £12.5m marketing spend.
The 12-strong lineup comprises Sure, Sure Men and Lynx options for use on the whole body. They were made with “exclusive Odour Adapt technology that adapts to the varying odours found in different parts of the body”, said Unilever.
All are formulated to provide 72-hour freshness while being kind to skin in such areas as “boobs, feet and beyond”. They can also be used on male genitalia. The deodorants are free from alcohol and aluminium and are accredited by the British Skin Foundation.
The two five-strong Sure Whole Body Deo lineups are available in spray (100ml), stick (40ml) and quick-drying lotion (75ml) – all with an rsp of £5.25. The lotion was “a unique format in the deodorant category”, said Monique Rossi, Unilever general manager for deodorants. “It’s completely new across the category… and easier to apply on specific parts of the body.”
Sure fragrances comprise Wild Rose and Fresh Citrus for women and Ocean Rush and Active Fresh for men.
For Lynx, its new Fine Fragrance Collection Lower Body Spray comes in Pear & Cedarwood Scent and Coconut & Sandalwood Scent. With an rsp of £5.95 for a 100ml, the two SKUs are markedly costlier per 100ml than core Lynx body sprays – which are typically £4 for a 150ml can. The premium price tag was due in part to a “lot of benefits” of the NPD’s formulation, Rossi said.
The launch was the result of “a few years” development and would satisfy the “significant increase in consumer need” for whole body deodorants, she added. “One in three consumers in the UK are currently using a deodorant on some other parts of their body or creating some sort of a homemade solution – and we know that a lot of them are dissatisfied with what they are getting, because the products that currently exist are not really designed to be for all over body odour protection. They are designed for sweat protection and can cause irritation.”
Unilever research had found that “over 70% of consumers” were self-conscious about their body odour, while 45% of men said they had malodour issues in intimate areas, Rossi said.
Sure Whole Body Deo and Lynx Lower Body Spray would “transform the deodorant category and shake up the personal care aisle”. They will be backed by a £12.5m push to educate consumers about the various ways odour can present on different parts of the body. In-store activity, including store takeovers and experiential activations, will play significant roles.
“We’re really excited about this opportunity,” said Rossi. Whole body deodorant “could be about 10% to 15% value of the category in about three years’ time.”
Value sales of deodorant soared 12.4% in grocery last year to £688.2m [NIQ 52 w/e 7 September 2024].
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