Deodorant releases increasingly targeting new markets

By Chris BARKER

- Last updated on GMT

Deodorant releases increasingly targeting new markets

Related tags: Middle east

As research reveals that deodorant is still one of the hottest sections for male grooming, European companies are increasingly investing in new technology both in packaging and formulation.

Major cosmetics manufacturers like Unilever are investing heavily in new technology which increases sustainability, whilst others are also developing innovative products designed to address particular new customer needs.

Companies are also attempting to reach new markets and demographics, with new ranges targeting Middle Eastern consumers, including tourists to markets such as the UK, and being aimed to be used by both genders.

Unilever investments

Branding is perhaps the most important element of marketing for cosmetics, with the Aerobal conference in October highlighting elements such as strong visual designs and digital printing. However, this can also come from an environmental or sustainable slant.

Cosmetics giant Unilever has investing heavily in ‘green’ aerosols, pouring £13 into the launch of an advanced, environmentally friendly “compressed” ​aerosol can this February, which claims to offer 25% less carbon footprint than comparable brands without reducing the amount which can be contained in the can.

Lindal Group packaging manufacturers, the developers of these new aerosols, were recognized with the Most Innovative Aerosol Product award at Madrid’s FEA show in October.

Unilever also attempted to expand their traditional brands into new demographics, launching ‘Lynx Attract-For Him and Her’, a range of deodorants targeted at both men and women, in the UK earlier this year.

Innovations in formulation were also popular this year, with the Nivea brand recently announcing the development of the Stress Protect brand deodorant, which specifically targets stress-induced sweat.

Euromonitor comments

Deodorant is the second-biggest male grooming segment behind shaving, and one of the fastest growing in developing markets.

Euromonitor analyst Nicole Tyrimou told CosmeticsDesign-Europe.com that deodorant was growing hugely in Latin American countries and the Middle East, with the consumers in the latter region particularly focusing on products which crossed over with fragrances.

She commented: “Whilst it’s growing more in absolute terms in Latin America, in percentage terms the Middle East is more impressive.”

In support of this, cosmetics packaging manufacturer Colep recently expanded its facilities in the Middle East in a joint venture with UAE firm Scitra, in an attempt to shorten its supply lines and improve logistics to this fast-developing market.

The company credited the move to “improved supply chain, shorter lead-times, reduced inventory, and improved reaction times to changing demands.”

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