Freshening up

Lynx leads the deodorants market, with over 50% value share of the male segment

New fragrances and scientific formulations are helping deodorant and bodyspray brands to keep their cool and succeed in growing market share, writes Gillian Hamill

Brand Central

11 February 2011

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At a glance: Health & Beauty

Unilever is the leading player in the deodorant market holding a sizeable 66.4% value share (Source: AC Nielsen, latest 52 weeks w/e 26 Dec 2010)
Impulse bodysprays currently hold 80% value share of the female bodysprays segment
Lynx is the number one brand in the deodorants market, with over 50% value share of the male segment
Sure is the world’s number one deodorant brand
Sure for Women leads the female category and is three times the size of its closest competitor in terms of value share (Source: AC Nielsen, latest 52 weeks w/e 26 Dec 2010).
Dove for Women is now the number two female deodorant brand in the Irish market with 18.5% value share; growing 5% in just two years
Launched in 2010, Dove Men+Care is the fifth largest male deodorant brand with 5.7% value share of male anti-perspirant deodorants and 5.1% value share of male roll-on
Right Guard is the number three male deodorant brand in the UK (Source: IRI, Value Sales, 52 w/e 25 Dec 2010)

New product development has continued to deliver strong returns within the deodorants and bodysprays market over the past year and into 2011. A potent example of this trend is that while Lynx Africa remains the brand’s number one variant, Unilever reports that Lynx’s new fragrances quickly become the second best sellers in this leading male range.

A focus on continuous scientific research in order to deliver maximum freshness is also a key draw for consumers. One example of this is that Sure for Women has now launched a new improved formula which claims to contain “revolutionary new technology.”

The ‘metrosexual’ trend which observed the rise of men who are taking a greater interest in male grooming and caring for their skin, also shows no sign of abating. This is illustrated by the success of the Dove Men+Care range, which although only launched last year, has already become Ireland’s fifth largest male deodorant brand.

RoI preference for supermarket offering

A Mintel Ireland report entitled ‘Expansion of Non-Food Lines in Supermarkets’ published in March 2010, found that health and beauty sectors are considered a profitable area that can drive growth in the grocery non-food market, which was worth €2.5 billion in Ireland 2009. In fact, while NI consumers showed a higher preference for non-food gift items such as flowers and cards, health and beauty products were a key draw for RoI shoppers. Research showed RoI (45%) consumers are more inclined to visit supermarkets’ health and beauty aisles, as opposed to NI (27%) consumers.

Also, RoI consumers were especially attracted by the price tag of supermarkets’ non-food ranges, with price-sensitivity heightened among women and those aged 25-49 in RoI and NI.

Unilever leverages success

Unilever is the leading player in the deodorant market holding a sizeable 66.4% value share (Source: AC Nielsen, latest 52 weeks w/e 26 Dec 2010). Despite the entrance of new players to the market in 2010, Unilever continues to grow share.
Unilever states its ambition for 2011 is to grow the category even further and drive value back into the category. As market leader, Unilever continues to bring new innovations to the market and this year will be as big as ever for Unilever’s brands.

2011 sees the expansion of the highly successful Dove Men+Care range, aimed at males aged 35+. Lynx continues to build on its leading fragrance credentials with the launch of new Lynx Excite as well as expanding the Lynx Dry Anti-Perspirant Range with new Lynx Full Control.

Unilever believes Sure for Women will lead the way with a revolutionary new technology and Dove for Women will expand its repertoire into the beauty segment with a new variant guaranteed to attract women in their early 20s. Finally, Impulse Bodyspray will follow the success of its new fragrance launch in 2010 with ‘Very Pink’, a fragrance designed to attract young females and firmly establish Impulse as the market leader in female bodyspray (currently holding 80% value share).

Exciting new sales

Lynx is the number one brand in the deodorants market, with over 50% value share of the male segment. Lynx Africa is still the number one variant but each year Lynx’s new product developments (NPDs) quickly become the second best sellers of the range. Lynx Excite is the new fragrance by Lynx and a 360° campaign including TV, outdoor, cinema, digital and in-store activation is currently underway to support the launch. Lynx Excite is also available in Eau de Toilette, a longer lasting, concentrated dose of the fragrance.

Lynx continues to enhance its efficacy credentials with the launch of Lynx Full Control Anti-Perspirant. Lynx Cool Metal also hits shelves this year and is available in bodyspray and shower gel. It is the first metallic silver shower gel with fine quartz, zinc and menthol that delivers a ‘cool’ sensation on your skin. With a year packed full of new product launches and engaging above-the-line campaigns, Unilever believes 2011 promises to be a year full of the Lynx effect.

Sure thing

Sure is the world’s number one deodorant brand. Sure for Women leads the female category and is three times the size of its closest competitor in terms of value share (Source: AC Nielsen, latest 52 weeks w/e 26 Dec 2010). 2011 looks to be an exciting year for Sure Women where it will launch an improved formulation containing revolutionary new technology designed to specifically meet the needs of its on the go target consumer. Sure Women will host a heavyweight 360° campaign in 2011 to drive maximum awareness of its new proposition that will epitomise the brand credential ‘Sure Won’t Let You Down’.

Suremen is the number two male deodorant brand after Lynx. Following a successful year of share growth in 2010 (Source: AC Nielsen, Total Market Value Share, latest 52 weeks w/e 26 Dec 2010), Suremen will focus on the core of the brand in 2011 with a strong above-the-line campaign emphasising its tried and trusted efficacy credentials.

Caring for skin

Dove for Women is now the number two female deodorant brand in the Irish market with 18.5% value share (growing 5% in just two years). 2011 sees Dove for Women adding to its repertoire with a new fragrance, a strong above-the-line campaign to maximise awareness of the new variant and further communication on the core Dove for Women range.

Having launched in 2010, Dove Men+Care is already the fifth largest male deodorant brand with 5.7% value share of male anti-perspirant deodorants and 5.1% value share of male roll-on. Dove Men+Care has also proven to drive market development whereby 44% of shoppers are new to the deodorants and male grooming category (Source: Kantar, Source of Volume, 24w/e 11 July 2010). 2011 will see Unilever investing further into Dove Men+Care ATL to maximise awareness and continue to trade shoppers up to male specific products from female and unisex.

The Garnier Invisi Mineral Deodorant range is available in 250ml and 150ml sprays and a roll on

An innovative trio

After entering the female deodorant market in 2010, Garnier is now launching Garnier Invisi Mineral Deodorant with innovative formulas. In addition to no white marks and up to 48 hour protection this range offers three variants to suit customers’ different needs. Invisi Calm with double action offers optimal white marks protection and leaves skin feeling soothed.

Invisi Max leaves you feeling dry even in high temperatures. And Invisi Cool gives a lasting fragrance. All are available now in 250ml, 150ml sprays and a roll on. This launch will be heavily supported throughout the year with TV, press and radio advertising.

Perfect hair day

The Elvive haircare range delivers tailor-made technologies for every hair need

Elvive, the haircare range from L’Oreal Paris, offers tailor-made technologies for every hair need, including Colour Protect for coloured hair, Nutrigloss for normal hair and the most recent launch, Full Restore Five which targets five key hair concerns with one targeted solution. Whatever the hair type Elvive believes it has the perfect solution with a hair care programme including shampoos, conditioners, masques and serums.

The success of this range can be credited to the development of innovative NPD and the strength of Elvive’s marketing strategy, including the recruitment of high profile spokespeople such as the singer and TV personality, Cheryl Cole. The range continues to be heavily supported with TV, press, PR and in-store merchandising support.

On their guard

The Right Guard 3D Protection range comprises six variants available in 250ml aerosol format

Right Guard is the number three male deodorant brand in the UK (IRI, Value Sales, 52 w/e 25 Dec 2010).

Right Guard 3D Protection is a range of high-performance antiperspirants which provide the three dimensions of protection. It fights perspiration, prevents odour and releases freshness over time.

The micro-encapsulated active ingredients in Right Guard’s formula release protection when it’s needed most, plus it keeps working 48 hours a day for maximum confidence.

The 3D range comprises six variants available in 250ml aerosol format. 3D Protection is also available for women as Invisible, which protects against white marks; Aloe Sensitive, for sensitive skin; and Unscented.

Right Guard has introduced the successful Xtreme Silver and Xtreme Fresh ranges onto the Irish market

Right Guard Xtreme Silver is the first antiperspirant deodorant with anti-bacterial silver molecules that fights body odour at its source for 48 hours.

Bacteria on the skin digest sweat and create an unpleasant odour. Right Guard Xtreme Silver is a revolutionary deodorant designed to tackle that odour causing bacteria and give the user extreme protection from body odour for up to 48 hours. It also provides Right Guard’s high-performance protection against wetness and comes in four masculine fragrances – Fresh Blast, Energy Burst, Cool Impact and Pure Adrenaline – as well as aerosol and roll-on formats.

Right Guard 3D Protection is also available for women as Invisible, which protects against white marks; Aloe Sensitive, for sensitive skin; and Unscented

Testament to the success of the launch, Right Guard Xtreme Silver won Best Deodorant in the 2010 FHM Grooming Awards and Best Men’s Body Maintenance Product in the 2011 Shortlist Men’s Grooming Awards.

Right Guard Xtreme Fresh shower gel range was launched alongside Xtreme Silver in February 2010. The deodorising shower gels wash away odour-causing bacteria to give users the freshest start to their day and are designed to be used in conjunction with the Xtreme Silver deodorants to keep that ultimate freshness for longer.

The Xtreme Fresh range is available in the same fragrances as the deodorants and the formula is skin PH-neutral and dermatologically tested.

Q&A with . . .

Unilever Ireland category manager Maura Tiernan

How has Unilever strived to drive sales within the health & beauty sector?

One of the key ways Unilever grows sales within health & beauty is through market development. This driver is at the heart of Unilever’s strategy on health & beauty and represents by far the biggest opportunity for growth for the category.

Here at Unilever, we have been educating our consumers of the benefits of dual usage of both Lynx Body spray (for fragrance) and Lynx Anti Perspirant (for sweat protection), therefore driving incremental sales and value into the health & beauty category.

Vaseline is the number one ‘lip prep’ brand in Ireland and has built strong credentials in the market through its cult Lip Therapy tin range. The Lip Therapy range has been one of the brand’s biggest growth drivers. In 2010, we used our heritage and expertise to develop a range of Lip Therapy sticks.

What have been the most important innovations within the category in the past year?

Health & beauty is a key category for innovation. The challenge is to make all these innovations relevant to our consumers. The Naturals proposition was one of the most important innovations in the deodorants category, within the past year. In January 2010, Unilever successfully launched Sure Natural minerals to meet an identified consumer need.

In 2010, Dove launched a revolutionary moisturiser called Dove Visible Effects. This innovation combines three powerful moisturising ingredients to visibly improve the skin’s look and feel, by suspending and infusing moisture across all layers of skin.

In the current economic climate, how essential have value-for-money and price promotions become within the category?

Our personal care brands, including Sure, Dove, Lynx, Pond’s, Impulse and Vaseline, are recognised and respected around the world. They help consumers to look good and feel good – and in turn get more out of life.

The economic climate has certainly had an impact on shopper behaviour within all categories and health & beauty is no exception. Most categories within health & beauty have seen the number of price promotions increased to unforeseen levels.
While price promotions have their place, it is not the only method of offering consumers value for money. It is important that it should be only one of the levers employed to ensure the sustainable growth of the health and beauty category as a whole.

Research has shown that the male sector has become an important category, have you observed growth in your male custom base?

Male grooming is in strong growth. More men are using more male grooming products, and more men are buying these products for themselves. Unilever successfully launched Dove men + care in 2010 to target this growing market.

Have you developed products that are specially targeted towards men?

Unilever has a strong heritage in male toiletries, and represents 66.4% value share* with the brands Lynx, Sure for Men and Dove men + care.

Lynx is Ireland’s number one deodorant brand and is highly innovative by bringing new variants to the market every year. Its impactful above the line advertising investment has captured the young male market and ensures that the Lynx effect keeps the category exciting and refreshing for the male consumer. Lynx Africa remains the number one variant within the deodorants category in Ireland.

Our newest male offering, Dove men + care was launch in 2010, this is specifically targeted towards the male consumer aged over 35. Dove men+ care is the first deodorant brand to speak to this audience and has dramatically developed the male toiletries category in doing so.

(Source: AC Nielsen Scantrack w/e 26 Dec 2010)

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