Dwayne "The Rock" Johnson's Papatui has launched the Full-Body Men's Deodorant Spray ($12.99) at its own ecommerce site and at Target.
The launch comes amid an ongoing boom in the multifunctional body deodorizer category, which accelerated over the last 12 months.
Papatui, which launched in March 2024, has infused the new SKU with its Triple Action Deodorizing Complex, an aluminum-free system that "provides breakthrough full-body protection from shoulders to toes," per the brand.
The complex also eliminates odor-causing bacteria, absorbs moisture and features a lasting fresh scent.
Consumer Trends in APDO: Multipurpose Use, Fragrance Variations and Value Considerations
In a 2024 analysis, Melissa Niebes, CEO of Federal Package, explained, “Consumers have returned to regular product use post-pandemic and the importance of multipurpose products is gaining traction in the category. According to Mintel, for example, 19% of category users report using anti-perspirant/deodorants (APDO) on other parts of the body compared to 16% in 2022. Younger consumers — 26% aged 18-34 — apply to areas other than underarms vs 9% over the age of 55.”
Value is also a consideration, Niebes said: “The APDO category also has leaned deeper into fragrance variation, with consumer groups layering more than one scent or using it instead of perfume.”
There are other value considerations, however. Niebes noted, “There is also speculation with inflationary pressures — [with] the average product price up 15.7% in 2022 — that consumers are dropping add-on products, possibly going to an all-in-one solution.”
Ingredients: Dimethyl Ether, Water (Aqua), Alcohol Denat., Fragrance, Triethyl Citrate, Isopropyl Palmitate, Methylheptylglycerin, Zinc Ricinoleate, Citronellyl Methylcrotonate, Panthenol, Tetrasodium Glutamate Diacetate, Tocopheryl Acetate, Tocopherol, Glycine Soja (Soybean) Oil, Citronellol, Linalool, Coumarin, Hexyl Cinnamal, Limonene, Citral, Hydroxycitronellal.
