The UK deodorant market scores highly on many fronts. In terms of its size, it is one of the top five APD markets in the world (Euromonitor), and in terms of innovation it is among the most dynamic – a trailblazer on the global deodorant scene. Jennie Hylton, Senior Brand Manager of Nivea UK Personal Care tells ECM: “The UK market is usually at the forefront of global innovations in this category, with high profile launches typically taking place here before other countries.”
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