Antiperspirants/Deodorant Sales Get a Lift Post-Pandemic

For nearly two years, some personal grooming issues were put on the backburner. Now, with office migration underway, employees are trading in PJs for pantsuits, brushing their teeth, combing their hair and putting on deodorant. Masks are still on and stress levels remain high.

A year ago, lockdowns led to a drop in demand for antiperspirants and deodorants, as shut-ins eschewed underarm protection. According to research from Mintel, in Britain, nearly three in 10 (28%) deodorant/antiperspirant users applied underarm protectants less frequently during the COVID-19 outbreak. Frequency of usage fell most dramatically among Gen Z (aged 23 and under) and Millennial (aged 24-39) consumers. Just under half (45%) of Gen Zs and 40% of Millennials said they applied deodorant less frequently once the pandemic took hold.

In the US, during the early days of the pandemic, demand for antiperspirants and deodorants jumped 14% as panic buying took hold, according to Nielsen. But by April, AP/deo sales plunged and remained well below pre-pandemic levels for the rest of 2020.

In contrast, sales of toothpaste, mouthwash and other oral hygiene staples actually rose during the pandemic. Consumers understand the link between oral hygiene and overall health. Observers say consumers’ interest in maintaining their personal health has helped lift sales of oral care products.

For the 52 weeks ended Sept. 5, 2021, sales of AP/deos rose 2.6%, according to IRI Worldwide (see chart). In the deodorant category, sales of Native aluminum-free formulations have soared nearly 47%. As a result, Native became the No. 3 player in the category. At the same time, AP/deo sales from Dial and Colgate-Palmolive fell 7.2% and 17.5%, respectively. Rightly or wrongly, consumers obviously approve of Native’s aluminum-free, “natural” positioning.

Along the same lines, Tierra & Lava Founder Lucy Ashman formulates her natural deodorants (made from a base of cocoa butter and coconut oil) with natural antibacterial and anti-fungal ingredients indigenous from Guatemala, such as neem, copal and black salt. Each deodorant also comes with a free “Armpit Detox Mask” made of Mayan red clay and volcanic sulphur. It  helps eliminate that odorous “transition period” the body goes through when adjusting to using a natural deodorant for the first time, according to the company.

With a brand name that resonates with many, Confessions of Rebel expanded its offering into body, with body wash and deodorant featuring its signature scents. The new products include F*ck Mondays Body Wash, Get a Room Body Wash, and F*ck Mondays Natural Deodorant.

The aluminum-free deodorant features notes of bergamot, apple, peach skin, clary sage and sandalwood. Confessions of a Rebel was born out of a desire to change the fragrance industry that is still filled with outdated archetypes of “femininity” and “masculinity” paired with images of luxury that don’t relate to many. Confessions of a Rebel blends traditional notes and undertones to create gender-fluid fragrances and body products that can be enjoyed by everyone. But, with a price tag of $25, consumers may mumble some expletives of their own.

Just last month, Method entered the underarm odor protection category with the launch of deodorants and body lotion. The products debuted in Target last month and each retails for $11.99. Three fragrance variants include Pure Peace, a soft scent of rose water, sweet peonies and pink sea salt; Simply Nourish, a combination of coconut, rice milk and shea butter; and Daily Zen, a fragrance created with cucumber, seaweed and green tea notes.


Tackling Packaging Waste

More often these days, plastic is viewed as a culprit when it comes to AP/deo packages. Tierra & Lava deodorants are housed in zero waste paper packaging.

Last month, Grove Collaborative expanded its Peach Not Plastic line with a deodorant refill stick featuring a cedarwood eucalyptus scent ($11.95). It’s the latest offering from the brand, which is determined to eliminate plastic from the beauty and personal care routine, according to Grove Collaborative.

Tom’s of Maine is tackling the issue of plastic packaging, as well. Tom’s of Maine and Hello joined the Natural Care Recycling Program with TerraCycle. The program offers a free and easy way to recycle Tom’s of Maine and Hello personal care products like mouthwash bottles and caps, toothbrushes, deodorant containers and caps, soap packaging, floss containers and toothpaste tubes and caps through a mail-back collection program.

“We’re beyond fired-up to partner with Tom’s and TerraCycle to help bring additional recycling options to more people,” said Craig Dubitsky, founder of Hello. “As the old saying goes: if you want to go fast, go alone. If you want to go far, go together. We’re excited to go the distance and to create a meaningful impact with these amazing partners.”

“As the activist for everyday good, we’re proud people have recycled over 1.5 million pieces of personal care packaging through this fantastic program. By adding Hello to the mix, we think we can help achieve even more together, and we look forward to the partnership,” added Esi Seng, general manager, Tom’s of Maine.


Further Introductions

The topic of inclusion is top-of-mind these days—even in the personal grooming space.

In April, Degree announced Degree Inclusive. The brand worked with an inclusive team of design experts from Wunderman Thompson, occupational therapists, engineers, consultants and people living with disabilities across the globe to create a prototype for the deodorant. Driven by a mission to make the deodorant application process more accessible, Degree Inclusive includes a hooked design for one-handed usage; magnetic closures that make it easier to take the cap off and put it back on for users with limited grip and/or vision impairment; enhanced grip placement for easier application for users with limited grip or no arms; a Braille label with instructions for users with vision impairment; and a larger roll-on applicator to reach more surface area per swipe.

To ensure the original prototype is effective and accessible, Degree is now currently in a beta program to engage and get input from people living with disabilities. In partnership with The Chicago Lighthouse, Open Style Lab and Muscular Dystrophy Association, Degree has invited 200 people with disabilities in the US to trial the prototype design and share their feedback on its concept, product features, and messaging, to help improve the innovation for its future commercial launch.

“As a brand that’s committed to inspiring confidence in everyone to move more, Degree believes no one should be held back from experiencing the transformative benefits of movement,” said Kathryn Swallow, global Degree brand vice president. “More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind. With Degree Inclusive we hope to inspire bold action across the industry to ensure that people with disabilities have an equal playing field.”


The World of Oral Care

With more consumers around the world understanding the link between oral hygiene and overall health, Sunstar commissioned a 15-country study of consumer attitudes on oral health. Fifteen countries were surveyed in Asia, Europe, and North and South America.

“We are proud to have conducted this largest survey of its kind to further our knowledge into consumer oral health,” said Martijn Verhulst, medical liaison manager, Sunstar Scientific Affairs. “Positive findings included the numbers of people worldwide who are keeping their mouth healthy and fresh by brushing their teeth twice a day, using fluoride toothpaste and tongue brushing.

What in the World? Sunstar’s recent survey uncovered some interesting insights into consumers’ attitudes toward oral care. Sunstar’s findings include: Thailand has the most and worst problems with oral health, just 1 in ten have no problems and just 5% are happy with their teeth. The UK ranked the highest, 40%, for not having any problems with their teeth. Germany and Spain ranked equally the highest at 27% for smoking as the worst habit harmful to their dental health. 22% of Italians, Indonesians and Brazilians said drinking coffee, tea and staining drinks was their worst habit, while China ranks highest for sweets as their worst habit, 31%. Indonesians were the most forgetful at brushing their teeth, 45%, while Brazil ranked next highest at 40%. 33% of Italians, Argentinians and Britons said they never forget to brush their teeth. Germans forget the least, 20%. China leads the way on cleaning between teeth at 21%, followed by Italy, 20% and Spain, 18%.  Indonesia ranked the lowest at just 7% for those who use an interdental cleaner, electric airflosser or floss. People in the Netherlands are the happiest with their teeth, and 18% would not want any cosmetic treatment to improve their smile. In contrast, just 5% of Thai, Spanish, Italians and Brazilians said they would not choose one cosmetic smile treatment. The US was one of the lowest, only 7% said they would not want any cosmetic treatment and are happy with their teeth. Three in four (76%) Argentinians understood smoking affected dental health, while just 39% of Singaporeans understood the mouth/body link.  While the Japanese have the best understanding that dental health can also affect life expectancy (38%), just 12% of British do. Asian countries reported bad breath when describing their oral health more commonly than elsewhere in the world, with the worst in Japan, 34%. Brazil reported the least, just 8%. In Europe, bad breath is most common in Italy, 15% and least in the UK, 10%. Argentinians have missed the most dental appointments during the pandemic, 44%. Just 12% of Japan have missed dental appointments, the lowest worldwide. Americans said they have experienced more tooth sensitivity during the pandemic, 25%. Indonesians ranked highest, 45%, for choosing to now clean their teeth more regularly as a result, followed by China at 38%.

“But there did seem to be less understanding globally of the overall mouth/health link and the impact oral health has on your overall well-being, or how habits like smoking can impact your oral health. While this link is better known in Japan, for example at Sunstar we say ‘100 years mouth, 100 years health,’ there does seem to be a need for greater understanding of this connection.

“We strongly advise that consumers get their teeth checked twice a year by a qualified professional to assess their oral health and any dental decay or gum disease. Regular dental checks are also important for identifying any issues early and before they can cause wider harm. A reputable dentist is also likely to spot signs of other medical conditions such as oral cancer or even diabetes if they can monitor your oral health frequently,” said Verhulst.

Formulators certainly understand the link between oral care and health care.

Earlier this year, Colgate-Palmolive released what it calls the first-ever ayurvedic toothpaste especially aiming at people with diabetes. The special formula kills anaerobic bacteria in the mouth that is the main cause of several oral health problems for diabetics.

Just last month, Davids Natural Toothpaste, Inc. launched Davids Sensitive+Whitening Hydroxyapatite Toothpaste. It utilizes nano-hydroxyapatite, a revolutionary ingredient to help repair enamel and relieve sensitive teeth.

Nano hydroxyapatite (n-Ha for short), was developed by NASA to repair and regenerate bone and enamel that astronauts were losing while in a zero-gravity environment in space. Davids added it in its Sensitive+Whitening Hydroxyapatite Toothpaste to create a revolutionary advancement for those who suffer from sensitive teeth. The breakthrough proprietary formula of Davids Sensitive+Whitening toothpaste works to repair the tooth as hydroxyapatite is deposited inside the passageways to the nerves (tubules), where the bio-active material bonds to the inner tooth surface to plug the tubules and stop sensitivity at its source. Nano-hydroxyapatite also works to fill micro scratches on the tooth’s surface to restore enamel to optimal health and aesthetics.

According to Davids, consumers of conventional sensitive toothpaste are often unaware that sensitive toothpastes often use a nerve numbing drug (potassium nitrate) to temporarily numb the tooth.
Sensitive+Whitening Hydroxyapatite toothpaste uses nano-hydroxyapatite to actively repair the tooth. Consumers now have an option to reduce tooth sensitivity by effectively repairing the teeth, rather than using drugs to temporarily numb the tooth nerves.

“Nano-hydroxyapatite is a game changer for those suffering with sensitive teeth, and we are very excited to bring this industry leading oral care innovation to market,” said Founder and CEO Eric Buss. “With an estimated 50 million Americans suffering from sensitive teeth, Davids hydroxyapatite toothpaste finally gives consumers the option to stop numbing their teeth with drugs, and actually repair their sensitive teeth.”

These days, everyone is more sensitive about everything. Successful marketers find ways to gently push the right buttons to purchase.