7 in 10 consumers are no longer ashamed of sweating

By Austyn King 1-Aug-2022

87% agree that sweating is a natural part of life, but are still concerned about body odour, according to new research from Dove

7 in 10 consumers are no longer ashamed of sweating

With temperatures rising to record highs this summer, consumers are increasingly embracing their sweat without shame, a new study by Dove has revealed.

Seven in ten respondents agreed that sweating is nothing to be ashamed of, while 87% said that sweating is a natural part of life and inevitable during the warmer months, according to the Unilever-owned brand's survey of 1,000 US women who use deodorant.

However, body odour remained their primary concern, with more than half (56%) of deodorant users saying they are more likely to switch to a stronger antiperspirant during the summer due to worries about smell.

Despite this, 67% said they would not be worried about sweat as long as they were protected against odour.

In response, Dove is urging consumers to “sweat with pride” by choosing the brand's 0% Aluminium Deodorant Spray for protection against body odour without the sometimes harsh effect of antiperspirants.

Said to offer 48-hour protection against odour, the aluminium-free formula is enriched with moisturisers and available in scents including Shea Butter, Lavender & Vanilla, Rose Petals, Cucumber & Green Tea, Coconut & Pink Jasmine and Pomegranate & Lemon Verbena.

The deodorant category has seen a fresh burst of innovation from start-up brands in recent months, with the likes of refillable brand Wild receiving a £5m investment from drinks company Innocent, and UK-based Fussy finding success on hit BBC investment show Dragon's Den.

Meanwhile, Unilever – the owner of sector stalwarts Dove, Sure and Lynx – recently revealed to Cosmetics Business its plans to shake up the “stagnant” category with a series of technology-driven new product launches across its portfolio.

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Read Cosmetics Business' exclusive interview with Unilever's MD of Deodorant here.