Schmidt’s launched a natural deodorant campaign that features Jerry Harris—the star of Netflix sensation Cheer—in order to motivate consumers who have not yet switched to a free-from deodorant alternative. This initative is much needed as a study conducted by Edelman Intelligence in 2019 points out that " 86% of adults say they are interested in making the switch to natural deodorant, but more than half are concerned it won’t work."
Part of the #GoSchmidts campaign, the celebrity collaboration features a special incentive for consumers. Individuals can enter for the chance to win an "exclusive experience." There are five private video chat slots with the star. In addition, the company is sending 500 people one of Jerry's favorite Schmidt's deodorants "to kickstart their switch to naturals."
Celebrity-Led Natural Deodorant Campaigns
Schmidt’s Teams Up with Jerry Harris for Encouragement
Trend Themes
1. Celebrity Endorsement - Disruptive innovation opportunity: Brands can leverage celebrity partnerships to promote and encourage consumers to switch to natural deodorant alternatives.
2. Free-from Products - Disruptive innovation opportunity: Developing and marketing free-from deodorant alternatives can tap into the growing consumer interest in natural and chemical-free products.
3. Incentive Programs - Disruptive innovation opportunity: Creating incentive programs such as exclusive experiences and giveaways can increase consumer engagement and drive the adoption of natural deodorants.
Industry Implications
1. Beauty & Personal Care - Disruptive innovation opportunity: Beauty and personal care companies can explore natural deodorant offerings and celebrity-led campaigns to boost sales and attract a broader customer base.
2. Marketing & Advertising - Disruptive innovation opportunity: Marketing and advertising agencies can work with brands to develop creative celebrity-led campaigns and incentive programs that promote natural deodorants and drive consumer behavior change.
3. Consumer Goods - Disruptive innovation opportunity: Consumer goods manufacturers can diversify their product portfolios by introducing natural deodorant alternatives and leveraging celebrity endorsements to capture a larger market share.