Deodorants play an essential role in people’s daily personal care routines. Around the world, adults and teens trust these products to get rid of body odor, control sweat and keep them smelling fresh and clean all day. Mintel Global New Products Database (GNPD) looks at recently launched products to identify the most popular fragrance trends in deodorants.
As in other personal care categories, botanicals and herbs are widely used in deodorants to appeal to consumers looking for more natural products. Deodorant manufacturers frequently include ingredients like aloe or cucumber to position their products as moisturizing and extra gentle on the skin. Additionally, certain botanicals, such as green tea or lemongrass, are marketed as naturally deodorizing and freshening. In addition to giving products a natural profile, botanical ingredients bring with them the authentic scents of the earth.
In Guatemala, Unilever recently released Dove Antiperspirante Desodorante en Spray (spray antiperspirant deodorant) with cucumber and green tea. Formulated with a moisturizing cream to soothe and protect the skin, the Dove deodorant is alcohol free and dermatologically tested. Its fragrance is described as “Fresh Touch” due to its natural ingredient content.
Schwarzkopf & Henkel in Sweden features botanical ingredients in its Barnängen Essentials Anti-Perspirant Deodorant Roll-On. Claiming to provide 24-hour protection from odor, the deodorant is made with yogurt and aloe vera. It is also alcohol-free, claiming that its natural contents help people stay fresh and odor-free.
Going one step further than botanical and herbal ingredients, organic and all-natural formulations are also gaining popularity in new product development. These claims remain relatively niche, however, as consumers warm to the idea of fully trusting naturally-formulated deodorant products. But as consumer interest in natural and organic deodorant grows, so too will the numbers of products making these claims. As with botanical and herbal products, organic and all natural deodorants often link their fragrances to their wholesome contents.
Coslys Déodorant à Bille Recharge (deodorant refill) in France contains five essential oils, including sweet almond oil to protect the skin, and tea tree, sage and eucalyptus oils for their antibacterial properties. Ninety-five percent of its ingredients are of natural origin, and 10% of the ingredients are produced organically.
In the United States, L'Occitane en Provence features a Cooling Deodorant Stick with Organic Verbena Extract. Made from ingredients of natural origin, the deodorant is also alcohol-, paraben- and aluminum salt-free. It has a long-lasting scent of fresh and sparkling citrus.
Though many deodorants contain added fragrance to help mask body odor, there is a strong market for products that are fragrance-free. Many consumers have sensitive skin or other skin problems and they look specifically for products that do not contain added fragrances or irritants. Because deodorants are applied daily, and oftentimes even more than once a day, “gentle” formulations are especially important.
In Brazil, Rodrigues Lourenço & Perreira features a fragrance-free formulation with its Aromatíssimo Desodorante Antitranspirante (antiperspirant deodorant). Promising to leave the skin feeling fresh, it offers protection against the odors caused by perspiration without adding any fragrance.
Beiersdorf in Austria likewise features a product suited for sensitive skin under its Hidro Fugal brand. Hidro Fugal Anti-Transpirant Roll-On (antiperspirant roll-on) is fragrance-free and contains no alcohol, colors or preservatives. Additionally, the antiperspirant has been tested by dermatologists to ensure its gentleness.
The Mintel Global New Products Database (GNPD) tracks new product launches, trends and innovations internationally. For additional information regarding GNPD, visit www.gnpd.com or call Mintel International at 1-312-932-0600.