Lately there has been a lot of advertising for whole body deodorants. New brands like Lume and Mando seem to have led the surge into line extension in what up to now was known on the underarm category. An internet search revealed that Shannon Klingman, MD developed Lume in 2017 and thus created this subcategory. It took seven years for the product to generate enough buzz to get my attention. Other companies have seen the logic, and by logic I mean the market opportunity, smelled the sizzle, and heard the buzz. Lume and Mando are now been joined by Dove, Old Spice, and Secret, the market leaders in the underarm category.
The job of soap companies, actually all consumer-packaged goods companies, are to sell more soap… and every other product they offer. They want increase sales by garnering new customers to their products and to get existing customers to consume more of their products than they do today. They want to create new products and line extensions to grow the brand even more. The consumer-packaged goods industry is so good at this that we have closets overflowing with clothes and we have a serious obesity issue in this country. If they can create a new category and garner incremental sales, well that is even better. Companies will move a lot more product if consumers are convinced to smear deodorants all over their bodies versus just their underarms. This is a brand manager’s and marketeer’s dream.
How big is the global deodorant market?
The global deodorant market size was valued at USD 25.61 billion in 2023 and is projected to grow from USD 26.96 billion in 2024 to USD 42.18 billion by 2032, exhibiting a CAGR of 5.76% during the forecast period. Europe dominated the deodorant market with a market share of 34.71% in 2023. ~ Fortune Business Insights
Even though Lume was launched in 2017, there is no mention of it in the Fortune Business Insights article. The $42.8B sales projection in 2032 may not include this new whole body subcategory. Imagine if 10, 20, or 50% of consumers start using five-times more deodorant than they do today. There is a lot of money to be made by investing in and advertising for this subcategory.
Are these new products just a repackaging of the deodorants that have been using on our underarms for decades?
Whole body deodorants are designed to provide comprehensive odor protection for the entire body, not just the underarms. Unlike traditional deodorants that are typically formulated for specific areas, whole body deodorants are versatile and can be applied to various parts of the body, such as the chest, back, feet, and even intimate areas. These products often contain natural ingredients like baking soda, essential oils, and botanical extracts that neutralize odor-causing bacteria without the use of harsh chemicals. This makes them an appealing option for individuals with sensitive skin or those seeking a more natural approach to personal hygiene.
The rise in popularity of whole body deodorants is part of a broader trend towards holistic personal care. Consumers are increasingly aware of the ingredients in their skincare products and are looking for multifunctional solutions that can simplify their routines. Whole body deodorants cater to this demand by offering an all-in-one product that reduces the need for multiple specialized products. Additionally, many of these deodorants are packaged in eco-friendly containers, aligning with the growing consumer preference for sustainable and environmentally conscious products.
Do we need these whole body deodorants? Well do we “need” Cocoa Pebbles? Fabric Softener? Pet Rocks? Fidget Spinners? Cars that cost of $50K? Need? No. But, if there is a market for these and other needless things, gizmos, and do-dads, people and organizations have the right to design, produce, market, and sell them to consumers who want them. Many times, evolving and new technologies enable the creation of new products that people did know they wanted them until they experienced the marketing pitch for the product. It is the way of the commercial world we live in.
Are whole body deodorants here to stay? They may well be a flash in the pan and go of Mentadent toothpaste? Never heard of Mentadent or can’t recall the brand? Well, that is exactly my point. I believe that the whole body deodorant subcategory has ‘legs.’ I believe enough people are concerned about how they present themselves to the world will embrace this natural ingredient product.
Me? I can’t see myself ever using whole body deodorants. Why? It is simple. My routine of showering every other week along with daily use of cologne and underarm deodorants seems to be doing the trick.
Note: this bloggy bit is not a metaphor for the 2024 US Presidential election in any way, shape, or form.
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