5 ways deodorant brands are freshening up for Gen Z

By Jo Allen | Published: 18-Nov-2022 Featured companies: The Red Tree Consultancy
Body Care

Deodorant use has been declining among young consumers for years, but brands are now shaking up the category to win them back

You need to be a subscriber to read this article.
Click here to find out more.

The deodorant category has had a fusty few years. Having slowed since 2017, and been further impacted by usage changes through the pandemic, the category has also suffered from the loss of young consumers.

A YouGov poll conducted back in 2019 found that Gen Z Americans are ditching deodorant, with nearly half (48%) stating that they hadn’t purchased deodorant in a year.

But brands are finding new ways to shake up the market and boost usage among Gen Z. Here, Cosmetics Business highlights five ways that players are pushing the button for a fresh change.

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.

Featured companies

The Red Tree is the UK's leading international beauty brand consultancy. We develop and steer your ideas, challenge your thinking, and deliver results. We have an unparalleled...
  • Companies:
  • Unilever
  • Wild Deodorant
  • Fussy
  • AKT London
See more

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Body Care

AKT London secures $10 million to fuel US retail partnerships strategy

Read more
The British natural deodorant and body care brand will use the investment to help it launch into three big retailers after its US sales have soared this year

Trending Articles

  1. You need to be a subscriber to read this article.
    Click here to find out more.
    Cosmetics Business Picks: 5 Beauty launches to brighten December As we countdown the days to Christmas, Cosmetics Business rounds up the hottest launches in December in the last roundup of 2024
  2. You need to be a subscriber to read this article.
    Click here to find out more.
    How Ozempic will change the skin care industry in 2025 As 'ballet body' beauty standards return, skin care that tackles elasticity and volume restoration will be in demand, with retinoids and collagen-boosting peptides finding favour
  3. Rahn The RAHN-Group develops and distributes performance materials into highly specialized industries. We pride ourselves of our longstanding tradition as a family operation, our responsible business ethics and a professional service attitude. Our RAHN cosmetics business unit already has over 60 years of international experience in handling speciality and auxiliary products used by the cosmetics industry. Constructive and long-term cooperation with selected suppliers coupled with the design of our own-brand RAHN-Cosmetic Actives have resulted in the creation of a contemporary and high-quality product portfolio.
  4. A Step-by-Step Guide To Lash Lift/ Lash Lamination An experienced lash artist is aware that mascara alone does not always produce the desired results. Eyelash extensions are easy beauty fix, but they can cost a lot and need constant maintenance. As a significantly more natural and low-maintenance alternative, lash lifting fills this void
  5. Aptar Beauty Aptar Beauty is a leading and innovative dispensing solution provider for beauty brands around the world. We focus on value-added sprays and dispensing solutions for fragrance, colour cosmetics, skincare and personal care. We partner with our customers to help them reinforce their brand equity and provide consumers with exceptional user experiences.

Relevant companies

See more

Upcoming event

Launch Lab: Future-Forward Cosmetics – Beyond Packaging 2025 - WEBINAR

17 January 2025 See all

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Body Care

AKT London secures $10 million to fuel US retail partnerships strategy

The British natural deodorant and body care brand will use the investment to help it launch into three big retailers after its US sales have soared this year
You need to be a subscriber to read this article.
Click here to find out more.
Body Care

Cosmetics Business Picks: 7 beauty launches out in August

Cosmetics Business rounds up a selection of skin and hair care launches, including a look at Dolly Parton’s new make-up line
You need to be a subscriber to read this article.
Click here to find out more.
Body Care

Exclusive: Theatre fave deodorant brand AKT lifts the curtain on body care launch

The launch of ‘Prepare to Perform’ is part of theatre-founded AKT’s plans to become a global personal performance company and ramp up its growth in the US
Body Care

Dove unveils new tiered body wash portfolio

Dove, the UK’s number one body wash brand, has unveiled a new, tiered portfolio, led by the launch of its best body wash range to date - Dove Advanced Care Body Wash
Body Care

Unilever Ventures invests in Luna Daily

The intimate care brand recently expanded into a new category with the launch of its Motherhood Collection in June
Body Care

Dove unveils its best ever body wash range

Following the ground-breaking launch of Dove Advanced Care Body Wash, Dove Skin Cleansing Brand Manager, Charlotte Alexander, discusses how they have developed the range to meet peoples’ changing skin care needs
Body Care

King Charles urged to revoke Unilever’s royal warrant over Russia

The consumer goods giant was named in a letter calling for the removal of awards from companies operating in Russia amid the ongoing war
Subscribe now