Are spray deodorants (EU) making a comeback in the United States? While Europeans and Latin Americans have long been fans of sprays, they’ve been out of favor in the U.S. for the last several decades due to environmental issues with aerosol (EU). However, personal care giant Unilever has recently launched their Dry Spray deodorants for several of its brands in the U.S. The water and alcohol-free products use lightweight, aluminum bottles with custom actuators, as well as more sustainable propellants (EU).
- While spray deodorants have a greater than 60% market share in Europe and Latin America, they’re at about two to five percent in the United States, according to The New York Times. The newspaper also points out smaller personal care companies with spray deodorants that have gained popularity with celebrities, including Weleda and Aesop.
- Unilever’s angle for their launch of spray-ons in the U.S. is a cleaner experience – no gooey mess left on your skin and clothes. The Dry Sprays, launched for the Axe, Dove and Degree brands for both men and women “promises a formula that goes on dry without any visible residue and lasts for 48 hours,” says an article from The Wall Street Journal.
- The Senior Editor for Yahoo Beauty calls the return of spray deodorant “unexpected and awesome.” “Unilever has done far more than reformulate and repackage traditional sprays,” writes Joanna Douglas.
- According to Packaging World, the “more” that Joanna Douglas mentions is achieved through Unilever’s packaging technology, “a precision-engineered aerosol can actuator that produces a soft spray.”
The New York Times: Spray Deodorants are Rehabilitated, With Help From Europeans
The Wall Street Journal: Unilever Pushes the Deodorant Spray Can
Yahoo Beauty: The Unexpected – and Awesome – Return of Spray Deodorant
Packaging World: Custom actuators deliver dry spray antiperspirant
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