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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.