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A Market Fit—The Evolution of Deodorants and Antiperspirants
By: Abby Penning
Posted: August 3, 2010, from the August 2010 issue of GCI Magazine.
- The deodorant/antiperspirant segment, a highlight of the 2008–2009 beauty market, has found ways to expand and reinvent, even in mature markets.
- Focusing on different product experiences, such as scent and packaging elements, can give new life to commodity products such as antiperspirants and deodorants.
- Innovative marketing efforts can spur new interest in brands and products that have long been a staple on beauty aisle shelves.
Commodity beauty products such as toothpaste, shaving cream and deodorants/antiperspirants enjoy a specific niche of the market, helping to maintain a level of staying power despite economic ups and downs or industry shifts. Although consumer loyalty to a particular brand or product is never a guarantee, even in a commodity-driven niche, people will likely keeping purchasing these products, even if they have to trade down to maintain a particular price point justification.
This is perhaps among the reasons why deodorants/antiperspirants were, according to Euromonitor International, among the star performers in 2008–2009, proving to be more resistant to the global economic downturn than the entire beauty market overall.
Euromonitor stats point out that deodorants/antiperspirants had global value growth of 7% in 2008–2009, lifted because of increased interest in the markets of Asia and Africa/Middle East, as well as the continuation of the importance of deodorants and body sprays as fragrance substitutes in Latin America.
The global shift of deodorant and antiperspirant products as items that were little used to products more and more of the world’s consumers are incorporating into their lives and needing on a daily basis is also continuing, keeping this niche a viable market and an area for brand owners to continue to focus on.