Deodorant is the "most valued" cosmetic product in the US

Survey reveals the importance of deodorants

It might not be the most glamorous cosmetic product, but research from Unilever brand Dove has revealed that deodorant is the most valued product for female consumers in the US.

Out of all the products used in their morning routines, deodorant was ranked above toothpaste, foundation, mascara and eyeliner as the product that makes women feel the most confident.

Applying deodorant was said to be five times more important than washing hair, eight times more important than putting on mascara and 13 times more important than wearing lip gloss or lipstick. But it is not just protection from odour and wetness that consumers are looking for from their deodorants. Many women are keen on the added benefits of some antiperspirant brands.

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