Unilever has shrunk the size of its aerosol spray deodorants across the Sure Women, Dove and Vaseline Intensive brands in the UK. Although consumers are now well aware of the brand owner strategy of reducing pack sizes to keep their price point and margins stable, or even to increase their margins, this is something different.
Here, Unilever is leveraging an innovation in actuator technology to deliver a finer spray. This means that the smaller 75ml packs can last just as long as the 150ml size that is the current standard size for these brands.
The launch has been positioned as an environmental move, with the new, smaller aerosol claimed to use on average 25% less aluminium and have a 25% smaller carbon footprint. Deodorants are the leading category for aerosol use in the UK, accounting for 35% of aerosol launches in 2013 according to Mintel's GNPD.
As such, this innovation has the potential to have a large environmental impact.