Personal care manufacturer Unilever is hoping to add a new dimension to the deodorant market with the development of a new hair minimising formula.
The new formula is based on a ‘pro-epil’ complex which is said to slow the rate of hair growth and will launch across the Dove and Sure deodorant brands. It is claimed to offer 24 hour antiperspirant protection and skin care benefits, as well as helping to make underarm hair feel finer and easier to remove. With continued use, the underarm area will look and feel hair-free for longer between shaves, according to Unilever.
The new formulation will appear across the Dove Wild Rose and Nature Fresh variants, as well as Sure’s Skin Friendly product line.
“This is product innovation at its best and we are really excited to be opening up an entirely new segment in the deodorant category,” commented Murray Bisschop, senior deodorant category manager, Unilever UK. “It will drive category value and accelerate growth within the deodorants market.”