A Sure thing: Unilever sets in motion plans to reinvent ‘stagnant’ deodorant category

By Becky Bargh 8-Apr-2022

Challenger brands are mushrooming across the deodorant sector, but market leader Unilever plans to reassert its dominance with a product overhaul

Unilever plans to roll out new campaigns across its Sure, Lynx and Dove brands

Launching a beauty brand in the deodorant category is proving to be big business.

Challenger brand Wild bagged a £5m round of funding this year with its sustainable-focused ethos and reported 400% year-on-year growth.

Meanwhile, British brand Fussy, which famously sent Unilever boss Alan Jope a giant olive plant, netted Deborah Meaden as an investor after appearing on the hit BBC One show Dragons’ Den.

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But market leader Unilever, with the likes of Sure, Lynx and Dove in its portfolio, has promised it will be the one to reinvent the “stagnant” market....

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