Unilever has launched a new range of whole-body deodorants across its Sure, Sure Men and Lynx brands, designed specifically for use on intimate and sensitive areas. The products feature new Odour Adapt technology and includes sprays, sticks, and a first-to-market lotion format, all formulated to provide 72-hour freshness while being gentle on sensitive skin.
With new products extend the Sure range to include Sure Wild Rose and Fresh Citrus spray, stick and quick-drying lotion for women and Sure Ocean Rush and Active Fresh for men, alongside Lynx’s premium Fine Fragrance Collection Lower Body Spray. The new range represents a significant expansion of the traditional deodorant category.
This launch addresses an unspoken but widespread customer demand. Research shows that over 70% of consumers are self-conscious about body odour and one-third already using existing products in creative ways.
One in three people are using regular deodorant on intimate areas or creating “some sort of a homemade solution”, according to Monique Rossi, Unilever GM for deodorant, speaking to The Grocer. “Men talk about their lower back, women talk about their underboobs,” Rossi says. ”So, there are different parts of the body, not just intimate parts.” The
Unilever has identified room to grow and satisfy a new customer need. The development of their exclusive Odour Adapt technology, coupled with British Skin Foundation accreditation, shows how brands can combine innovation with credibility to create trusted solutions.
This approach, described by their worldwide head of deodorants as being a “market maker, not a share taker,” demonstrates how established brands can drive category growth through innovation rather than merely competing for existing market share.
Now this is interesting and clever. Sure (and Lynx, their Unilever stablemate) has launched an innovation specifically targeting an ‘unmet’ category need – ‘whole body’ odour/sweat. This is #what brands do – they can build and create categories or sub-categories through innovation. The key is it is not invented in a vacuum! This is based on insight, existing behaviour, sound science and an innovative technical solution. First among equals in this is the insight that frames the innovation’s reason to exist. Everything else is about trust and a reason to believe. It is a growth opportunity and potentially a step change i.e. it creates additional product use all framed in a clear statement of need, efficacy and superiority. Only brands do this.
At first glance, we had some question marks about the packaging. The balance between the brand name and the end benefit has a strong emphasis on a bold statement of the new news. This is interesting on multiple levels, 1. how do shoppers feel about picking up a product that shouts about their problem/need so unsubtly? 2. This configuration of words might quickly become the generic lingua-franca of the category – can Sure own it? 3. Does it make the packaging a bit under-branded.
It was seeing it in store that won the day and convinced us it was working.
The TICK, a brand icon built through eons of consistency and great historical advertising is a true DISTINCTIVE BRAND ASSET.* It works to keep the packaging branded whilst the bold benefit type creates impact at the fixture. It is confident and the colour palette etc. is modern and dynamic. A lesson in brand building over time.
We do still wonder how shoppers will feel putting it in their basket! But the confidence and single-minded messaging could well win the day. In search of growth, we need brands to deliver great innovation and bold brand marketing like this!! Great work Sure, Lynx and Unilever.
*Check out the great work of Jenni Romaniuk and her fabulous book ‘Building in Distinctive Brand Assets’.