Deodorants and antiperspirants are infused with vitamins to enhance their benefits
Trend - In recent years, a growing segment of consumers have become wary of traditional deodorants and antiperspirants on the market due to their aluminum content. Brands in this space are trying to change consumer perception by adding beneficial ingredients like vitamins into new deodorant and antiperspirant products.
Insight - Now that people are much more aware of the various ingredients that go into the products they ingest and apply topically, they go about their shopping experiences much more informed and with specific ingredients in mind (to purchase or avoid). Brands that are catering to consumers' heightened sense of caution are more likely to appeal to the informed consumer.
Insight - Now that people are much more aware of the various ingredients that go into the products they ingest and apply topically, they go about their shopping experiences much more informed and with specific ingredients in mind (to purchase or avoid). Brands that are catering to consumers' heightened sense of caution are more likely to appeal to the informed consumer.
Workshop Question - How is your brand catering to the informed consumer?
Trend Themes
1. Aluminum-free Deodorants - Consumers are seeking out natural and free-from deodorants that are effective and support better health.
2. Specific Ingredient Awareness - Consumers are purchasing products that contain specific ingredients they have researched to be beneficial or avoiding harmful ingredients.
3. Skin-conditioning Antiperspirants - Antiperspirant brands are adding ingredients that provide effective skin conditioning to prevent irritation and promote healthier underarm skin.
Industry Implications
1. Personal Care Products - Personal care product companies should consider creating natural deodorant options that cater to the demand for aluminum-free or specific beneficial ingredient deodorants.
2. Health and Wellness Industry - The health and wellness industry can focus on creating education on specific ingredient benefits and the potential harmful ingredients commonly found to increase awareness amongst consumers.
3. Packaging Design - Product packaging companies should focus on designing packaging with soft-touch applicators for a better user experience.
