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Unilever targets deodorant growth with new whole body innovation

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Average read time: 4 minutes

Female Whole body deos are here
  • Unilever unveils latest deodorant innovation and ambitions to deliver incremental growth to the deodorant category with launch of new whole body deodorant products.
  • Sure Whole Body Deodorant and Lynx Lower Body Spray are available now and will be supported by a substantial ATL campaign.

Unilever is expanding its deodorant business in the UK with the launch of new whole body collections for Sure and Lynx.

The launch is the latest in a series of deodorant innovations from Unilever, backed by its leading 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.

Whole body trends

The launch is tapping into the rapidly rising demand for whole body personal care products. With only 1% of body sweat coming from underarms, odour is not limited to armpits and shoppers are calling out for products that deliver malodour protection for different parts of the body. Global google searches for ‘whole-body deodorants’ are up +1,000% in the past year and one in three UK adults are already using a deodorant on body parts besides underarms[a].

Monique Rossi, General Manager, Deodorants, Unilever UKI, says: “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.”

Exclusive odour-adapting technology

Sweat doesn’t smell, but bacteria feeding on this sweat triggers body odours; these bacteria and odours vary across the body. Unilever’s whole body products are designed for use alongside consumers’ regular underarm antiperspirants to specifically target odour found across the body.

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. Sure Whole Body formulas use versatile ingredients that adapt to the different odours across the body, and are proven to effectively remove these through a dual action mechanism of trapping odour and neutralising malodour causing bacteria to stop it at source so that you only smell the fresh fragrance of the product.

Sure whole body deo product packaging

With 45% of men stating they have malodour issues in intimate parts[b], the number one male toiletries brand Lynx[c] 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.

Lynx lower body spray product packaging

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.” continues Rossi.

Male Whole body deos are here

Both launches will be supported by a substantial ATL campaign, backed by a £12.5m investment. This will communicate at scale the benefits of whole body deodorant products, educate consumers on the various ways odour can present in different parts of the body, and showcase the technology Unilever's Sure and Lynx whole body deodorant products use. 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.

This launch follows three consecutive years of innovation landing in the UK from Unilever’s deodorant business. This is the latest move in its premiumisation strategy, focused on delivering growth for their brands and category through superior innovations, creating new consumer habits and moving the category from underarm to all over body to bring incremental shoppers to the deodorant aisle.

[a]

Consumer research, N=1000, M&F 21-55, UK, Q4 2023

[b]

Whole Body Malodor & Sweat, Skin Sensitivity Quantitative Research Investigation in the UK, 2024

[c]

Total UK, Male Toiletries, Value Sales, Topline Report, Data to 3 August 2024

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