A Sure thing: Unilever sets in motion plans to reinvent ‘stagnant’ deodorant category

By Becky Bargh | Published: 8-Apr-2022

Challenger brands are mushrooming across the deodorant sector, but market leader Unilever plans to reassert its dominance with a product overhaul

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Launching a beauty brand in the deodorant category is proving to be big business.

Challenger brand Wild bagged a £5m round of funding this year with its sustainable-focused ethos and reported 400% year-on-year growth.

Meanwhile, British brand Fussy, which famously sent Unilever boss Alan Jope a giant olive plant, netted Deborah Meaden as an investor after appearing on the hit BBC One show Dragons’ Den.

But market leader Unilever, with the likes of Sure, Lynx and Dove in its portfolio, has promised it will be the one to reinvent the “stagnant” market.

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