This article was originally published in the Male Grooming Trend Report. Receive your copy here.
Something unusual is afoot in the deodorant space.
Brands have sniffed out a whole new category for odour-banishing products that can be used all over the body.
No longer are deodorants just for pitts, launches for odour control products that you can use on all different body parts are exploding, both for men and women.
And with the likes of Unilever and Procter and Gamble betting on the new segment with just-launched ranges from Dove Men+Care and Old Spice, as well as innovation from fast-growing players including Hume Supernatural and Lumé, full body deodorants is a space to watch.
It’s rare for a whole new product category to emerge, and this is one that fulfils a genuine need.
It has even been trending on TikTok: #FullBodyDeodorant has reached more than 23 million views.
But the reality is that men have been trying to solve the problem of unwanted body odour on other parts of the body with a product designed for underarm use.
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