DiversityWorking ~ Career Channel News

Articles

Sex wins Americans back round to deodorant


By Simon Pitman

21/06/2006 - After two years of falling deodorant sales, it appears Americans have been won back to deodorant by a sex-infused marketing campaign by leading global brand Axe.

US sales of deodorant stalled between 2001 and 2003, but sales are now back on an upward trend as the country seems to be rediscovering the joys of under-arm roll-ons and sprays.
According to US-based Packaging Facts, sales of deodorant fell from $1.97bn in 2001, to reach $1.82bn in 2003, reflecting tough retail conditions and a more price-sensitive customer.

However, the statistics from Packaged Facts' latest market report entitled Antiperspirants and Deodorants in the US, show that in 2005 sales grew 2.3 per cent to reach $1.9bn, giving reason to believe that sales will top the all-important $2bn mark by 2010.

The biggest difference to the market has been the growth in sales of deodorants aimed at teenage boys and men. Those sex-laced Axe ads helped to push sales up by 67 per cent between 2004 and 2005.

“Audiences are being better served by a wider range of products and they are responding, as can be seen in the upswing in teen usage, particularly the use of sprays by teenage boys,” said Don Montuori, the publisher of Packaged Facts.

Another statistic that backs the growth is that deodorant launches for the male category grew by 58 per cent in 2005, indicating that personal care companies are already tapping into this growth potential.

Innovation is also helping to drive the market. According to Packaged Facts marketers are heralding products with more effective sprays as well as deodorants that promise protection that is 24/7, stain-free and aluminium-free.

Added to this has been a big re-think on the way deodorants are marketed, with personal care campaigns launching campaigns that are more hard hitting, imaginative and, you've guessed it, sexy.

“The trend of positioning products towards need states which appeal to particular conditions or concerns is gaining momentum as it doesn't limit purchase based on age, ethnicity, or gender,” added Montuori.




Career Channels

Advertising Aerospace and Defense Agriculture Forestry and Fishing Apparel and Textile Industry
Architecture Arts and Entertainment Automotive Aviation and Airlines
Banking Biotechnology Clergy Clerical and Administrative
Conservation Construction and Real Estate Consulting Services Customer Service
Education Energy and Utilities Engineering Entrepreneur Franchise
Entry Level and Intern Environment Executive and Management Facilities and Ground Maintenance
Fashion and Modeling Financial Services Fire, Law Enforcement, and Security Floral Designer
Food, Beverage, and Tobacco Government Graphic Arts Healthcare - Administrative
Healthcare - Nursing Healthcare - Practitioners Healthcare - Technicians Hospitality Hotel Travel Leisure
Human Resources and Employment Services Installation Maintenance Repairs Insurance and Risk Management Intern
Internet and E-commerce IT - Computers, Hardware IT - Computers, Software IT - Executive, Consulting
IT - Manager IT - Networking Legal Services Library Services
Manufacturing and Operations Marketing Materials Management Media - Broadcast
Media - Online Media - Print Metals and Mining Military
Non Profit Operations Manager Personal Care Pharmaceutical
Printing and Publishing Professional Services Public Relations Purchasing
Rehabilitation Specialist Restaurant and Food Service Retail and Wholesale Sales
Science and Research Security Clearance Sports and Recreation Store Management
Telecommunications Trades and Apprecenticeships Training Transportation Logistics and Warehousing
Work from Home      

Featured Jobs

Browse Featured Jobs

Employers post a job here

Hot Jobs

Browse Hot Jobs



Featured Employers

3E Bed Bath & Beyond BI-LO Brooks Running
buybuy BABY C & S Companies Cabela's Incorporated Carestream
Central Community College Christmas Tree Shops City of Hope Community Health Center, Inc.
Compass Group Datto Foley Equipment Fresco Y Mas
Harmon Harveys Ifbyphone, Inc. Information Services Group
Integra LifeSciences InterContinental Hotels Group Interim HealthCare Keenan & Associates
KPMG LMI Aerospace NeighborWorks America Nestle Purina
O'Reilly Auto Parts Office Depot Packaging Corporation of America Phillips 66
Schaedler Yesco Shimadzu Scientific Instruments, Inc. Southeastern Grocers Sun National Bank
The Children's Village The Hanover Insurance Group The Nature Conservancy The Scotts Miracle-Gro Company
Thorlabs tronc TSymmetry Union of Concerned Scientists
US Ecology, Inc. Vermeer Midwest Winn Dixie

Partners

IHire Job Target One Click Recruitology



Diversityworking Ads


Post Your Resume Now

This website has been awarded the "preferred website" status
in the Who's Who Guide


Trade Pub