Monday, Unilever announced the launch of new deodorant wipes for 5 of its brands and mini deo sprays for 4 brands.
Emphasizing the convince factor, the company press release, opens by stating that “Unilever…continues to meet the ever-changing needs of shoppers by expanding its portfolio to include formats designed for on-the-go lifestyles.”
The convenience and appeal of deodorant and antiperspirant wipes have been well-tested in marketplace by brands like Pacifica, EO, whish (whose product includes a hair growth inhibitor), and LA Fresh. Now Unilever is putting its own spin and scents into the concept.
Beyond the underarm
The new deodorant wipes from Dove, Dove Men+Care, Degree Women, Degree Men, and AXE are designed for use on underarms, neck, and chest, according to the press release. (Though a few of the early consumer reviews on Dove’s own product page for the brand’s Cucumber and Green Tea wipes mention people using them on their face.)
“Our research shows that nearly 50% of people are applying their deodorant multiple times every single day,” says Dawn Hedgepeth, general manager and vice president of Unilever deodorants, men's grooming, and hand and body lotion, in the Unilever press release.
“Our new Deodorant Wipes provide an easy-to-use format for wiping away sweat and freshening up. There are countless moments where these wipes can provide a fresh re-set – activities like working out, before a big meeting, during travel, on the way to meet up with friends or just running around the house,” says Hedgepeth.
Brands and details
The new Unilever wipes come in either 25 or 10 packs and are already available online an in food, drug, and mass-market retail stores across the US.
Unilever’s wipes promise 24-hour odor protection and come in the following brand and formulation varieties:
- Dove Go Fresh Cucumber & Green Tea Deodorant Wipes
- Dove Men+Care Active + Fresh Deodorant Wipes
- Degree Women Stay Fresh White Flower & Lychee Deodorant Wipes
- Degree Women Stay Fresh Citrus & Bergamot Deodorant Wipes
- Degree Men Cool Rush Deodorant Wipes
- Degree Men Overtime Deodorant Wipes
- AXE Apollo Deodorant Wipes
The alternative 1 ounce mini spray options, proming 48-hour odor protection, are, “Based on best-selling fragrances,” and designed for use in “travel carry-ons, gym bags,” and the like:
- Degree Women & Degree Men UltraClear Black+White Dry Spray Antiperspirant Deodorant
- Dove Cool Essential Dry Spray Antiperspirant Deodorant
- Dove Men+Care Clean Comfort Dry Spray Antiperspirant Deodorant
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.