As you stand in front of the the antiperspirant/deodorant shelf, will you find the performance benefits you are looking for in a product through the clutter of multiple brands offered?
Visualize yourself as a consumer and start off with a basic question: do you have a problem with underarm odor or wetness? If so, you are not alone. Most people do. Although some cultures consider underarm odor and wetness unimportant, most cultures find it offensive. Those that do probably use some type of deodorant or antiperspirant.
Consumers who visit a retail store and navigate through the large array of antiperspirant/deodorant products available are overwhelmed. There are so many to choose from and they look the same, having similar messages. All these choices often lead consumers to go with a product that is familiar.
Interestingly, over the last six years the leaders have not radically changed.
Four of those companies control more than 80 percent of the market. There are at least 22 brands with multiple forms and fragrances.
Deodorants can mean different things based on their mode of action. A deodorant by definition is something that cosmetically masks, absorbs or prevents odors.
> Like a fragrance, a deodorant may have a masking effect. All underarm products, whether deodorantor antiperspirant, use fragrances to provide a pleasing scent that counteracts or masks body odor.
> A deodorant may absorb and lock up the odor chemically. Cyclodextrin, carbohydrates and clays are examples of ingredients that absorb the odor-causing compounds.
Most underarm deodorant products act to eliminate the perception of odor, but the masking performance of the fragrance varies. Fragrance preferences and personal hygiene have a lot to do with performance in this area.
How do you determine the best form and product to use? Deodorant is generally enough for just an odor problem. For heavier sweat that stains clothes, something stronger for wetness protection may be needed.
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