Since December 2023, online searches for “whole body deodorant” have exploded, dwarfing traffic recorded over the last 20 years. Why is that?
What’s Driving Whole-body Deodorant Growth?
“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," says Melissa Niebes, CEO of Federal Package. "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 says: “The APDO category also has leaned deeper into fragrance variation, with consumer groups layering more than one scent or using it instead of perfume.”
This insight dovetails with a recent Circana analysis that reported the size of the body spray market nearly tripling in 2023, in part because shoppers have sought out lower-priced alternatives to fine fragrances. This has largely been driven by the average price in that category, which is just $25, far lower than prestige or even some mass scents.
There are other value considerations, however. Niebes explains, “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.”
These all-over products are almost uniformly deodorants, rather than OTC antiperspirants, omitting eccrine-gland-blocking aluminum.
Niebes notes, “So, you may still experience sweating if you are just using a deodorant.” That said, “Deodorants contain fragrances to neutralize odors and sweat-absorbing ingredients like powders and starches among other things to rebalance pH levels.”
As with underarm deodorants, whole-body products put odor control front-and-center.
“Odor control is usually the first claim we get brands asking about, and how much fragrance they can put into a formula,” Niebes explains. “The brands we produce for have also been asking about safety for sensitive skin, free from certain ingredients like aluminum or parabens, the inclusion of more natural ingredients like charcoal or essential oils, or ingredients to treat specific skin conditions like eczema. Of course, we get a lot of requests for anti-chafe properties as they are usually being advertised for intimate and sensitive areas as well.”
The Latest Whole-body Deodorant Launches
Raw Sugar Living’s new Simply Deo stands at the minimalist end of the whole-body spectrum. The single SKU is designed to cover and neutralize odor while enhancing freshness on the chest, under arms, on the thighs and the feet.Raw Sugar Living
Raw Sugar Living’s new Simply Deo stands at the minimalist end of the whole-body spectrum. The single SKU is designed to cover and neutralize odor while enhancing freshness on the chest, under arms, on the thighs and the feet.
The formulation conspicuously omits aluminum, which is erroneously thought by some consumers to trap cancer-causing toxins within the body (these in fact are expelled not through sweat glands, but via the kidneys and liver); it also omits baking soda, the alkalinity of which has sometimes been blamed for creating microbiome dysbiosis.
The Eucalyptus + Fresh Mint-scented Simply Deo features odor-growth-controlling magnesium, moisture- and sweat-absorbing arrowroot powder (an stand-in for baking soda); antibacterial, moisturizing and sensory-enhancing coconut oil; and zinc, a stand-in for aluminum.
The deodorant is packaged in biodegradable paper and recycled plastic.
Dove Men+Care’s Whole Body Deo range is designed to offer relief “from pits, privates to feet.”Dove
The aluminum-free range—with scent variants like Aloe + Bamboo and Shea + Cedarwood—features vitamin E and other skin-conditioning ingredients and moisture absorbers.
The Whole Body Deo Stick features arrowroot powder and silica to prevent chafing, while the Whole Body Deo Spray features glycerin and odor-fighting zinc neodecanoate. Finally, the Whole Body Deo Cream features sunflower seed oil and glycerin as well as moisture absorbing corn starch.
Elsewhere, Kao’s Ban has taken a multi-SKU approach to whole-body care.
Kao’s Ban has taken a multi-SKU approach to whole-body care.Ban
Ban’s aluminum-free AHA Roll-On Skin Serum Deodorant addresses odor-causing bacteria in the armpits for 48 hours of protection. Aside from its exfoliating, brightening and ingrown hair-reducing namesake ingredient, the formulation features brightening niacinamide and prebiotics for odor control. Scent variants include Unscented, Citrus & Jasmine, and Amber & Cedarwood.
Meanwhile, the brand’s Thigh & Body Rub Remedy Anti-Friction Stick features prebiotics, glycerin, tapioca starch, and soothing aloe and calendula extract, while the Underboob Sweat Shield Stay Dry Lotion features the same key ingredients.
INSIGHTS INTO ACTION: New Deodorant Packaging & Ingredients
Gerresheimer recently developed sustainable packaging for a water-free deodorant cream launch from 4peoplewhocare.Gerresheimer
The result was presented at the Vivaness trade show in Nuremberg, Germany in February 2024. The SKUs launched online and in select stores in April 2024.
“We are proud to be part of this pioneering project with 4peoplewhocare,” said Veronika Brucks, senior marketing manager, Gerresheimer Moulded Glass Europe. “The combination of glass containers and 100% bio-based closures made from Forewood material are a perfect match with the sustainability ideas behind this new cosmetic product.”
Marc Seipel, co-founder and managing director at 4peoplewhocare, added, “We and our customers are very much looking forward to the first organic cosmetic deodorant in innovative, sustainable packaging from our partners at Gerresheimer. Such high-quality ingredients deserve this packaging highlight and the value combined with protection and design.”
Elsewhere, Silab’s latest active ingredient, Deolya (INCI: Spiraea ulmaria L.), is a natural deodorant combining hygiene and skin care and relieving irritations from the underarms.
The active strengthens barrier function and reduces inflammation, significantly decreasing the frequency of unpleasant underarm sensations appearance daily and after shaving or epilation (after 28 days of use), per the company.
Deolya reportedly limits the excessive abundance of S. hominis in the axillary cutaneous microbiota and targets the enzymatic activity of this bacterial species.
To back up these claims, company developed a modeling study that demonstrated quantitative (increased abundance) and qualitative modifications (increased enzymatic activity) of S. hominis strains sampled from the axillary microbiota of malodorous volunteers subjected to physical activity, compared to a non-odorous panel.
Separately, a panel featuring Caucasian men and women wearing Deoyla during physical activity reportedly revealed that the ingredient reduced perspiration odors by 58% as of the first application.
This deodorant efficacy, assessed by an olfactory evaluation from an expert panel qualified in sensorial measurement, was confirmed at the molecular level by a 76.3% reduction of the malodorous 3M3SH thiol, per Silab. These effects were also observed after seven days of daily use and without having applied the deodorant in the morning before the physical activity session.
FOOTNOTES
ahttps://store.mintel.com/report/us-bodycare-and-deodorant-market-report
