Magazine: Efficiency and freshness day after day

Although Hungary’s deodorant market is very much price-sensitive, last year the category managed to expand in terms of both value sales (by 5.4 percent) and volume sales (by 4.8 percent) – Alexandra Fehér, deodorant category manager of Unilever Hungary told our magazine.

In 2015 the company’s value sales increased by more than 10 percent, making Unilever Hungary a market leader in all respects in the deodorant category. In Hungary aerosol products have the biggest value share in deodorant sales, making up for almost half of the market, followed by sticks and roll-on deos. A special segment has started growing in the deodorant market: clinical products sold at rather high prices, which guarantee maximum protection against excessive perspiration. Unilever’s Rexona Maximum Protection is market leader in this segment.

Zsuzsa Tabár, junior product manager of Target Sales Group Kft. informed us that last year they sold twice as many from 50ml roll-on antiperspirant deo Savoderm Med (launched in spring 2015) than form the 75ml spray version of the same product. Ms Tabár added that more and more consumers are keen to buy products that don’t contain possibly harmful ingredients. This is one of the reasons why the popularity of Murnauers Dead Sea Crystal deodorant is growing: it is free from alcohol, fragrance materials and preservatives. NIVEA also offers several products that contain no aluminium salt.

Viktória Tantics, brand manager of Beiersdorf Kft. revealed that last year they had done a campaign to educate consumers about these products: products made without aluminium or chrome salt don reduce perspiration, but use fragrance materials to suppress the body odour caused by bacteria. Consumers choose deodorants considering two factors: antiperspirant and body odour preventing effect and scent.

In 2016 Fa launches the first products in the Dry Protect range, in Cotton Mist & Linen Touch scents. The product’s special formula guarantees long-lasting protection and its scents are really fresh and feminine. Henkel Hungary’s trade marketing and brand manager Szilvia Baranyi told Trade magazin that they had switched from the plastic bottle to a premium glass bottle, which is characterised by ergonomic design and uses a quick-dry formula.

In 2016 NIVEA will put new products on the market targeting those consumers who not only like efficient protection but also NIVEA product’s characteristic scent and caring ingredients. Unilever’s antiperspirant deodorants prevent sweating and thanks to the fact that one quarter of the ingredients is moisturising cream, they have a skin care effect too. Unilever’s deodorant cream range Rexona Maximum Protection was introduced in 2013. Last year the Stress Control version of the product came out, as heavy sweating can be induced by stressful moments. Last year the company made great efforts to explain the patented MotionSense™ technology to consumers: deodorants contain microcapsules with fragrance materials, which are activated by movement.

Target Sales Group Kft. put the innovative, premium category Perspirex brand on the market last spring. These products are made with a clinically tested formula that prevents excessive perspiration and unpleasant body odour. This revolutionarily new product costs a little more than the average deodorant, but Perspirex is very efficient and can last for 6-8 months. The company is entering the market with a new product line this year: Soft & Gentle comes from the United Kingdom and consists of aerosol products free from aluminium salt.

In the men’s deodorant segment Unilever’s main brand is Axe. As new fragrances are very important to men, Axe comes out with a new scent every year, for instance 2015’s biggest hit was Axe Black. Luckily not only Axe Black but all Unilever deodorant brands performed outstandingly last year. In the first half of 2016 another new product, Axe Black Night will hit the shops.

In order to protect black and white clothes, consumers need to use the right deodorant. Unilever’s a Rexona Invisible Black+White product line offers products to both men and women. These deodorants are popularised by Hungarian football star Balázs Dzsudzsák. Those who like Rexona and Dove products will also find new innovations on store shelves this year.