Men are more loyal to their favourite deodorant

As the temperature keeps rising, unpleasant body odour and sweating are becoming a problem to many. Viktória Tantics, brand activation manager with Beiersdorf Kft. told our magazine that the company’s experience is: when buying deodorants consumers tend to focus on two important characteristics: efficiency and the capacity to prevent sweating. According to Szilvia Baranyi, Henkel Magyarország Kft.’s Henkel beauty care trade marketing & brand manager, the power of ‘new’ is important in the deodorant category – this is why the company puts new fragrances on the market and develops innovative solutions every year. The deodorant market is price-sensitive in Hungary. We learned from Dorottya Bíró-Timár, brand manager of Sarantis Hungary Kft. that consumers prefer buying products in promotion (1+1 and 2+1 offers), these are the times when they buy in a bigger quantity that lasts until the next campaign. Demand is increasing for natural deodorants. Annamária Marinova, consumer marketing manager of Presto Pilot Kft. told Trade magazin that men and women, teenagers and the older generation show growing interest in natural deodorants. As the number of people suffering from allergy is on the rise, not only natural but organic products are becoming more and more popular. Ágnes Fóris, brand manager with Target Sales Group Kft. added that companies keep innovating in this field. NIVEA’s expert informed that most brands communicate efficient protection against sweating, this is the reason why products claim to be doing that for 48, 72 or 96 hours. She revealed that men tend to be loyal to their favourite brand, while women are more easily lured by new fragrances. Sprays are usually more popular than roll-on deodorants. Fa Classic products offer an optimal price-value ratio, while Xtreme deodorants are the perfect choice for ‘extreme’ situations. Sarantis categorises products as follows: Deo Spray, Deo Natural Spray (uses no aerosol), Deo Roll-On, Deo Stick, Deo Cream and Deo Gel. In general, manufacturers differentiate between Fragrance products and Anti-perspirant or Performance products. The former category’s goal is to suppress body odour by blocking the formation of bacteria that causes it or by a scent stronger than the unpleasant one – these products are for everyday use. The latter prevent sweating by contracting or closing the pores in the skin – these products are for doing sports or other physical activities. Dr. Organic bioactive natural roll-on deodorants are aluminium-free and guarantee long-lasting protection against sweating. These products are basically unisex but there are feminine fragrances such as grenadine or argan oil, while for men the brand offers products with tea tree or Dead Sea mineral extracts. Dr. Organic is the market leader brand in the natural cosmetics category, offering aluminium-free deodorants in 10 different scents in the HUF 2,000-2,300 price range. Target Sales Group Kft.’s Perspirex products are capable of improving the quality of life for consumers suffering from chronic perspiration or sweating intensively when under stress. These are premium-category products as their high-level antiperspirant effect lasts 3-5 days after use, even if the user has taken a shower several times in the meantime. This means that it is enough to apply the product 1-3 times a week. Roll-on Perspirex products don’ irritate the skin at all. NIVEA’s most successful products belong to the Invisible for Black & White product family. These deos are very popular among men and women alike. In 2015 Fa appears with many new products in the deodorant market. Among women’s products the Fa Fresh & Dry product range debuted in January, in green tea and lotus flower versions. Heat Control deodorants have been added to the Fa Men Xtreme products line. These products are tested to protect from unpleasant odour below a temperature of 50°C and also help to prevent sweating. Sarantis Hungary Kft.’s cosmetics products are competing in the medium-price category. The company’s main deodorant brands are BU and STR8 but they also own the C-THRU and ELODE brands. In March 2015 they put STR8 RED CODE and My Secret from BU on the market. Dr. Organic already offers 10 fragrances in roll-on deo format, the new scents being Dead Sea minerals, bioactive Moroccan argan oil, coconut oil and olive oil. The company will usher in the summer season with a large-scale promotion campaign. Target Sales Group’s products include British deodorants Soft&Gentle Skin Science: these anti-perspirant products are also eco-friendly because they come in compressed cans. These small-size innovative products last just as long as the big ones but with less packaging, plus they also emit less gas. Soft&Gentle Skin Science deodorants are available in three versions: Visibly Smooth (its KelisoftTM ingredient reduces armpit hair growth), Ultra Protect (72-hour protection) and Really Pure (contains no alcohol, colouring or aluminium chlorohydrate). Savoderm special antiperspirant deos contain no aluminium salt. They were developed in 50ml roll-on and 75ml spray format for those with sensitive skin and their effect lasts for 24 hours.