Unilever expands deodorant range with new whole body offer
HOUSEHOLD products firm Unilever has expanded on its deodorant business with the launch of new Whole Body collections across Sure and Lynx.
Designed to be used across multiple areas of the body, Unilever says it has used its “exclusive odour-adapt” technology to ensure that the one deodorant can change to suit different parts of the body.
Available now, the UK launch is part of a multi-year innovation plan across three of Unilever’s biggest brands, beginning with Sure and Lynx this year and to be followed soon by Dove.
The new Sure Whole Body Deodorant comes in two female and two male scents across three different formats – spray, roll-on stick and a cream – to suit the different areas of the body and application preferences for consumers.
The two female scents include Fresh Citrus and Wild Rose, whilst the male-designed ones come in Active Fresh and Ocean Rush smells. All the formats in the Sure range have an RRP of £5.25.
Unilever has said the new deodorants have been designed to adapt the different odours found across the body and are proven to effectively remove these through a dual mechanism of trapping odour and neutralising malodour causing bacteria to ensure consumers can only smell the fragrance of the product.
Meanwhile, the Lynx brand has developed the new Lynx Lower Body Spray, which has been designed for malodour issues in intimate parts of the body.
Available in two scents – Pear & Cedarwood and Coconut & Cedarwood – the light and invisible spray provides up to 72 hours of freshness, says Unilever, whilst remaining gentle on the skin for consumers. Both come with an RRP of £5.95 per 100ml spray can.
Monique Rossi, general manager for deodorants at Unilever UK&I, said: “We’re excited to continue to transform the deodorant category and shake up the personal care aisle and are working hard with our retailer partners to land these new breakthrough innovations with their shoppers and create new space for whole body products.
“We believe whole body deodorant is a major incremental growth opportunity and that our Sure, Lynx and Dove deodorant brands are perfectly positioned to drive trial and product love at scale.
“We don’t always like to talk about it but odour affects us all in different ways. What makes our whole body deodorant ranges different is that they have been designed specifically to adapt and target odour found all over the body, and are a perfect solution for shoppers looking for odour protection beyond their underarms.”
