A year ago, Unilever rolled out its sustainable deodorant concept for its female Sure, Dove and Vaseline brands; now the focus has turned to its men’s range, as Sure Men, Dove Men + Care, Lynx and Vaseline Men joined the compressed can club.
The compressed aerosol rolled out last year and requires less propellant to deliver each spray, allowing the can to be reduced in size; resulting in a carbon footprint reduction of 25% on average per can.
On average the cans use 25% less aluminium and, due to the smaller size; more can be transported at once, resulting in a 35% reduction in the number of lorries on the road.
Unilever has sold approximately 12 million cans of compressed deodorant, resulting in an aluminium saving of 77 tons; leading to the Anglo-Dutch firm deciding to include all of its male deodorant brands and the remaining variants in its female range; meaning that more than 40% of Unilever UK & Ireland's entire aerosol deodorant portfolio will be compressed by the end of the year.
"Our female shoppers have embraced our compressed cans since our launch to market one year ago and the combination of an appealing and convenient format, with lasts-as-long efficacy, and improved sustainability credentials has proven to be very popular,” says Mark Bleathman, vice president Brand Building, Personal Care, Unilever UK & Ireland.
“The success so far in our women's deodorants range gives us great confidence as we bring this to the male deodorant market."
The new cans require up to 50% less propellant and switching cans takes Unilever closer to its Sustainable Living Plan targets of halving the greenhouse gas impact of products across the lifecycle and the waste associated with the disposal of products by 2020.
Richard Swannell, Director of Design and Waste Prevention at WRAP, comments, "It is great to see Unilever roll out the new compressed aerosols to their male ranges and we hope the male consumer embraces the benefits as strongly as female users have.”
“This is exactly the type of innovative initiative that the WRAP is encouraging retailers and brands to explore as Courtauld Commitment signatories – delivering environmental benefits and added consumer appeal."
Unilever's male and female deodorant brands account for more than 61% of the UK market. With approximately 80% of the UK population favouring aerosols above sticks and roll-ons, some 187 million Unilever deodorant aerosols are sold every year in the UK alone.