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The Evolving World of Deodorants: From Basics to Luxury
Once regarded as nothing more than a necessity, deodorant is experiencing a remarkable transformation. Gone are the days when individuals simply sprayed a little Lynx or Sure onto their armpits. The deodorant market has rebirthed itself into a realm of luxury, with products that can rival high-end skincare items in both price and scent sophistication.
One brand showcasing this evolution is To My Ships, which debuted in London last year. Priced at £35, this deodorant draws inspiration from The Iliad and aims to address the need for both cleanliness and minimal olfactory overstimulation. According to founder Daniel Bense, formerly associated with luxury cosmetics company Aesop, the product combines elements found in skincare formulations with a distinctive green citrus aroma. This approach aims to elevate a typically overlooked personal care product into a desirable item.
Luxury skincare brands previously indifferent to deodorants are now embracing them. For example, Le Labo has brought its unique fragrance blend of violet and tonka bean to a £29 deodorant, while Malin+Goetz includes bergamot in its £22 offering. Brands like Salt & Stone infuse their deodorants with hyaluronic acid, and Nécessaire provides a eucalyptus-scented gel alternative. Additionally, cult favorites such as Drunk Elephant and Sol de Janeiro, famous for their popular Bum Bum Cream, are entering the deodorant space as well.
Understanding the Shift in Deodorant Trends
What has prompted this renaissance in the deodorant category? Claire McCormack, a senior editor at the digital publication Beauty Independent, notes that deodorants sit at the intersection of various trending consumer sectors, including body care and the ever-popular fragrance industry.
Furthermore, attitudes towards sweating have shifted significantly, thanks in part to the wellness movement that promotes sweating as a beneficial activity. This broader perspective extends to underarm health, with products like detox masks gaining traction, effectively merging skincare practices with armpit care.
Aesthetically pleasing packaging plays a significant role in this phenomenon—many new deodorants are visually striking, featuring modern typography that makes them appealing not just for personal use but also for social media sharing. McCormack refers to this trend as a “medicine cabinet makeover,” highlighting consumers’ desires for attractive, Instagram-ready personal care products.
The Role of Social Media in Brand Emergence
According to Ed Currie, co-founder of AKT—a brand launched by theatrical performers in 2020—social media has facilitated the entry of new brands into the market. In the past, traditional marketing avenues like television and print dominated the field, but the digital shift has allowed for a more diverse array of deodorant options to reach consumers directly through their devices.
However, the transformation isn’t solely about market visibility; it also encompasses advancements in formulation. Krupa Koestline, a cosmetic chemist at KKT Labs, emphasizes that the deodorant market has shifted from primarily synthetic products to include more natural and clean options. This trend has been largely driven by growing consumer awareness regarding health and environmental issues, particularly concerning the aluminum commonly found in antiperspirants. Though there is ongoing debate about aluminum’s potential links to breast cancer, Koestline encourages consumers to be aware of the nuances around natural deodorant claims, advising caution against misleading marketing tactics.
Despite the unresolved questions, McCormack believes that as efficacy improves for natural deodorants, more consumers are likely to embrace these options, even if it requires a slightly larger financial commitment.
Environmental Considerations and Branding
Another important element in this shift is sustainability. The statistics are stark: over 3.2 billion single-use plastic deodorants are disposed of globally each year. Brands like Fussy are addressing this issue by offering plastic-free refills, which gained significant attention following their feature on Dragons’ Den.
Brand storytelling is crucial in this competitive market. Alex Colley, founder of ikon, a luxury branding agency, notes that successful brands like AKT and Fussy invest heavily in their branding to communicate value effectively. Consumers are increasingly looking for products that align with their values, making marketing a vital component of launching a luxury deodorant brand.
AKT’s unique backstory—as a product tested in the demanding environment of London’s West End, favored by dancers from major tours like those of Beyoncé and Taylor Swift—sets it apart. Colley highlights that these brands resonate because they connect with consumers’ perspectives, contrasting with legacy products that fail to capture modern sensibilities.
This growing emphasis on luxury and personal care might seem extravagant, given that deodorant is traditionally viewed as an essential item. Still, consumers increasingly seek pleasure and value in everyday products. While some skeptics argue that this trend is merely a symptom of late-stage capitalism attempting to extract more consumer spending from basic necessities, advocates assert that enhancing daily routines can lead to a more enjoyable lifestyle.
As McCormack aptly points out, with the current trend of making deodorants chic, the market can anticipate the arrival of an increasing number of brands eager to capitalize on this growing interest.
Source
www.theguardian.com