As things begin to open up post-pandemic, Degree recently launched a new campaign to remind people to start wearing deodorant again. The ad, dubbed 'Move Again With Degree,' taps drag queen Alyssa Edwards to remind individuals that physical activity and social activity are revamping, and consumers shouldn't forget their previous hygiene behaviors. This comes after a recent study that says almost 70% of individuals stopped or reduced their use of deodorant amid the pandemic.
"Across the category, we saw that deodorant sales were plummeting across the country as people spent more time at home. But now that the world is opening up again, people are returning to doing the things they love — and that includes being active," said Dawn Hedgepeth, general manager/vice president of deodorant at Unilever.
Post-Pandemic Deodorant Ads
Degree Issues Reminder to Wear Deodorant Again as Things Open Up
Trend Themes
1. Post-pandemic Personal Hygiene - This trend offers an opportunity for personal hygiene product manufacturers to create and promote new products or campaigns that cater to the changing consumer behavior in the post-pandemic era.
2. Celebrity Endorsements - This trend offers an opportunity to businesses to collaborate with celebrities and enhance their brand image through effective viral marketing.
3. Virtual Influencer Marketing - This trend offers an opportunity for businesses to reach out to a larger audience with the help of virtual influencers without constraints of location.
Industry Implications
1. Personal Hygiene Products Industry - This industry has an opportunity to innovatively promote and create new products specifically targeted at the post-pandemic consumer behavior.
2. Fashion Industry - This industry has an opportunity to collaborate with deodorant manufacturers and create synergistic promotional campaigns.
3. Social Media Marketing Industry - This industry has an opportunity to capitalize on the trend of virtual influencer marketing and increase their outreach effectively.