Fragrance is not all that matters to women

While sales of deodorants for women show steady growth from year to year, the same cannot be said about deodorants for men and this is not the only difference. Regarding sales, two store types are of special importance: hyper markets and drugstores. The strength of hyper markets lies in their wide assortment and promotional activities. Drugstores are adequate to meet the high expectations related to the product and instil confidence in consumers. – According to studies about consumer habits, men tend to buy their deodorants in hyper markets, while women prefer drugstores – says Szilvia Baranyi Szilvia, from Henkel Magyarország Kft. A shift towards perfumes is indicated by the fact that only the average price of pump deodorants show a clearly rising trend. – The anti-perspiration capacity has become a basic expectation for deodorants today – notes Anikó Radosiczky from Beiersdorf Magyarország. The other four most important criteria for deodorants are: effectiveness, freshness, fragrance and care. Priorities are different for women and men. Owing to the popularity of perfumes, fragrance is less important for women than long lasting freshness. Men still like deodorants with strong fragrances. – This is why Coty has compiled a group of adidas products where deodorants are found side by side with shower gels and eau de toilette of the identical fragrance –says Bernadett Rácz. Their new products can keep pace with the most active lifestyle. Owing to the new 24 hour Fresh Power technology, adidas deodorants have a stronger a longer lasting fragrance. There are two major groups of consumers among women. The first use perfumes and prefer neutral deodorants, while the second only use deodorants and prefer characteristic fragrances. In line with the above preferences, Fa has introduced the Natural&Pure product line with its Double Active formula and 24 hour protection this year. – Our basic fragrances like Dry, Fresh, Sensitive és Pure appear everywhere – says Anikó Radosiczky about the distribution strategy of Nivea. Anikó. In key channels, they also sell Pearl & Beauty and Aqua Cool. According to Bernadett Rácz, all types of deodorants in popular fragrances like Dynamic Pulse, Team Force, Victory League. should be stocked. As most leading brands in the category act as “umbrellas”, the most frequently used type of promotion is on-packs. – Our deodorants are usually coupled with shower gels – says Szilvia Baranyi. – Adidas deodorants are packed with all other members of the product line, like shower gels, after shaves, or Eau de Toilette- reveals Bernadett Rácz. Blue Wall is a form of placement which serves the uniform and impressive appearance of the Nivea brand in a drugstore chain and a hyper market chain – adds Anikó Radosiczky.