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Everyone is now using full-body deodorant: 'People are just struggling with body odor'

CEO Tinh Phung
You've probably experienced it before - you apply deodorant in the morning, but by the end of the day, you still catch a faint whiff of body odor. It can be frustrating, right? Well, it...

You've probably experienced it before - you apply deodorant in the morning, but by the end of the day, you still catch a faint whiff of body odor. It can be frustrating, right? Well, it turns out that body odor is not just limited to the underarms. The combination of bacteria and sweat on the skin can lead to unpleasant smells in various areas of the body. As a result, some people find themselves taking multiple showers a day or using excessive fragrance to mask the aroma.

According to Megan Smith, Unilever's senior manager of personal care R&D, people are facing a widespread struggle with body odor. This issue has become even more prevalent as we transition back to the office after years of working remotely from home, neglecting our underarm care. In response to this demand, the market for full-body deodorant has seen a significant surge, with well-known brands like Dove, Secret, and Old Spice introducing new products to combat the unpleasant smells throughout the day.

Interestingly, the preference for full-body deodorant varies between genders. Smith pointed out that men tend to focus on their chest and private areas, while women have concerns about under-bra odor. Unilever's research revealed that 15% of Americans are seeking a whole-body deodorant solution. Additionally, a survey conducted by the Dove Men + Care line found that 76% of men would be willing to try a full-body deodorant, even though only 2% of them currently use such products.

Dove Men + Care Whole Body Deodorant line - a group of white and green containers. As deodorant sales skyrocket amid our return to the office, the demand for whole-body deodorant products continues to increase. Image Source

Freddy Bharucha, the president of the North America personal care and beauty ecosystem at Proctor & Gamble Beauty, believes that the popularity of full-body deodorant can be attributed to consumers sharing their honest, yet often overlooked, need. He emphasizes that this need affects a large portion of the population on a daily basis. Moreover, Bharucha suggests that social media has played a significant role in encouraging transparency and dialogue surrounding body odor. By opening up the conversation, people find common ground and a sense of community.

One company that has been fighting against whole-body odor since 2017 is Lumē, founded by OB-GYN Dr. Shannon Klingman. Dr. Klingman recognized that women were being misdiagnosed with bacterial vaginosis when, in fact, the odors were caused by a combination of bacteria and bodily fluids. Lumē's deodorizing products, which contain mandelic acid, have gained significant traction. They are now available at major retailers such as Target and Walmart, with annual sales surpassing $100 million. Lumē's success has also led to the creation of Mando, a line marketed specifically for men.

While sticks and sprays are the traditional forms of applying deodorant, they may not always be the preferred option for various areas of the body. In response to this, some companies have introduced creamy formulas that provide "precision application." This allows individuals to avoid using the same applicator on different body parts. For instance, Akt London offers a balm, while Hume Supernatural sells a cream in over 2,000 stores across the United States.

Jeremy Horowitz, the co-founder and CEO of Hume Supernatural, notes that the market for all-body deodorant is expanding rapidly. Retailers are now recognizing the demand for such products and seeking ways to include them in their stores. As a result, Horowitz has received numerous inquiries from interested parties.

The rise in the popularity of full-body deodorant highlights the growing need for effective odor control beyond just the underarms. People are embracing these products and sharing their experiences on social media, breaking down barriers and creating conversations around a topic that was once considered taboo. So, if you find yourself struggling with body odor, rest assured that you're not alone, and there are solutions out there to help you stay fresh and confident throughout the day.