Unilever has expanded its deodorant business in the UK with the launch of new whole body ranges for Sure and Lynx.
The launch is the latest in a series of deodorant innovations from Unilever, backed by its R&D deodorant capabilities. The new whole body products are designed specifically for multiple areas of the body, using Unilever’s exclusive odour-adapt technology that adapts to the varying odours found in different parts of the body.
Available now, the UK launch is part of a multi-year innovation plan across three of Unilever’s power brands, beginning with Sure and Lynx this year, and to be followed by Dove.
Unilever said the launch will tap into the rapidly rising demand for whole body personal care products. Global google searches for ‘whole-body deodorants’ are up 1,000 per cent in the past year and one in three UK adults are already using a deodorant on body parts besides underarms.
“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,” Monique Rossi, general manager, deodorants, Unilever UKI, said.
“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.”
Sure Whole Body Deodorant is available in two female and two male scents. Three formats have been developed for the Sure range - spray, stick and cream - to suit different areas of the body and application preferences.
Sure utilises Odour Adapt Technology, developed exclusively for Unilever, which offers malodour protection all over the body, with a superior formula designed specifically for whole body use and use in sensitive places.
With 45 per cent of men stating they have malodour issues in intimate parts, the leading male toiletries brand Lynx is launching Lynx Lower Body Spray. Available in two scents, Pear & Cedarwood and Coconut & Sandalwood, the light and invisible spray provides 72-hour freshness, also using Unilever’s exclusive technology to neutralise odour.
Both Sure and Lynx products are gentle on the skin, alcohol free and accredited by the British Skin Foundation.
“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. We see this as a highly incremental opportunity for retailers and we’re confident our whole body deodorants are going to be a game-changer in the personal care aisles,” Rossi noted.
Both launches will be supported by a substantial ATL campaign, backed by a £12.5m investment. In addition, the launch will be elevated by an extensive in-store presence, with shopper marketing activities to make the launch unmissable, including POS, store takeovers and experiential activations.
