Every consumer company wants to differentiate itself. The consumer has basic needs in mind when choosing to buy an underarm product. The compelling reasons are odor and wetness protection. If it doesn't deliver this protection, a deodorant or antiperspirant with other benefits has minimal value. Due to formulation design or antiperspirant active selection, some products will be more effective than others. Skin physiology, diet, comfort tolerances and level of activity play a key role in the perception of performance.
Once a product provides the basics, the real differentiation begins. The package and print claims can be daunting. Most will promote odor and wetness protection and promise the maximum or ultimate strength and performance. The trend over the past few years has been an invisible or transparent product focused on the promise of elimination of residue on the skin and clothing.
As long as there is competition in the marketplace, consumer companies will continue to try to differentiate with novel packaging, multiple claims, superior performance and better fragrances. Overall, nobody wants a product that is irritating, wet, tacky or sticky, leaves a white mark on clothing or is unappealing to the senses. So where do we go from here?
Today's trends suggest products that easily wash off, have advanced deodorancy, prevent shaving irritation and use visual cues such as stripes and beads. Globally, some interesting trends are evolving. Whether they have staying power will be in the hands of the consumer.
Once a product provides the basics, the real differentiation begins. The package and print claims can be daunting. Most will promote odor and wetness protection and promise the maximum or ultimate strength and performance. The trend over the past few years has been an invisible or transparent product focused on the promise of elimination of residue on the skin and clothing.
As long as there is competition in the marketplace, consumer companies will continue to try to differentiate with novel packaging, multiple claims, superior performance and better fragrances. Overall, nobody wants a product that is irritating, wet, tacky or sticky, leaves a white mark on clothing or is unappealing to the senses. So where do we go from here?
Today's trends suggest products that easily wash off, have advanced deodorancy, prevent shaving irritation and use visual cues such as stripes and beads. Globally, some interesting trends are evolving. Whether they have staying power will be in the hands of the consumer.
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