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What deodorant brand is outranking all the others when it comes to online sales? We dug into that topic and found the most recent statistics for 2017 online sales of deodorants.
The top three hold a strong margin over the rest, but the fourth one does a pretty good job of holding its own. Which one do you use, and will this information prompt you to make a switch?
Degree. Owned by Unilever, London, United Kingdom
Percent of Online Sales: 10.6%
If you’re a fan of Degree deodorant, you’re not alone. It’s a huge seller. Degree deodorant was introduced in 1990 with a formula that was activated by an increase in body heat. It was immediately a huge hit and marketed to both men and women with exactly the same formula.
At that time, Degree was owned by the company Helene Curtis who was known mainly for their hair care products. This foray into the deodorant business proved to be very successful, making Degree their best product launch and pushing the company into the billion-dollar mark for sales.
Even though the company was doing well, it didn’t have the financial resources to compete globally, and they were bought out by Unilever.
Unilever still owns the brand today, and it goes under a few different names, depending on what country you’re in. While in the United States, it’s still called Degree; you’ll see it called Rexona in many other countries.
Dove. Owned by Unilever, London, United Kingdom
Percent of Online Sales: 8.5%
Dove deodorant is another personal care brand that is owned by Unilever. The brand Dove began with a beauty cleansing bar in 1957. It contained mild cleansers and moisturizing cream and focused on hydration rather than strictly cleansing.
This helped the company immediately stand out from other soap brands on the market.
They quickly marketed themselves as a brand that you could trust to make high-quality products that were gentle on your skin and that helped them expand from simply soap to a wide variety of products that include hair care, skincare, and deodorants.
The Dove brand’s history actually goes back further because they were not simply a company bought out by Unilever, like many others.
Dove’s original cleansing bar was created by the Lever Brothers, which is where the “lever” part of Unilever comes from. As a successful soap-makers, this brand is a huge player in the beauty business.
Percent of Online Sales: 7.7%
In 1937, Shulton Incorporated introduced Early American Old Spice products to women. Yes, the company known for its men’s products originally started selling to women. The men’s line was not introduced to the market until later when there had already been some success in the women’s market.
When the men’s line was introduced, they shifted toward a shaving brand, but in the ’70s, they changed directions again, becoming focused on fragrance. In 1990, Procter & Gamble stepped in and purchased the company, which included fragrances, skincare, and antiperspirants and deodorants.
Percent of Online Sales: 6%
To quote the company website, “Secret was developed as a result of women’s desire for a product that would contribute to their feelings of femininity, daintiness and freshness.” It was launched as the first female deodorant, and they claim that their research into making it began in 1945.
The first product that Secret rolled out (pun intended) was a roll-on, Secret Ice Blue, in 1958. By 1964, the company introduced a spray aerosol, Secret Super Spray, which claimed to keep women cool, calm, and self-assured.
We’re not sure how a deodorant kept women calm, but that’s their claim. By the 1970s, the slogan “Strong enough for a man, but made for a woman” was introduced, and the brand is known for that slogan.
Today, the Secret lineup includes more than 55 antiperspirant/deodorant products. While it wasn’t the first and certainly isn’t the only product in P&G’s giant portfolio, it is a very important one and was key in those early years.
AXE. Owned by Unilever, London, United Kingdom
Percent of Online Sales: 2.6%
AXE is a bit of an interesting brand. Introduced in the United States in 2002, within a short five years, it led the men’s body-spray market in that country. Is it the scent behind AXE that makes it desirable, the effectiveness of the product, or is it the marketing?
AXE actually got its start in France in 1983 and also went under the name Lynx or EGO. It had a bit of trouble finding its groove in the beginning, as scents and brand names evolved, but it was a success, and they decided to move their brand to the United States.
At this point, they had latched onto the idea of marketing to young men with the idea that their product would attract women. Their marketing efforts were pretty overt in suggesting that AXE would give men sex appeal, and it worked.
The deodorant line was introduced in 2004, and the brand continued expanding its offerings. While sex appeal still plays heavily into the brand’s image, the marketing has evolved and added some depth and self-care elements to their approach.
Mitchum. Owned by Revlon, Inc., New York, New York, USA
Percent of Online Sales: 2.4%
Mitchum antiperspirant was invented in 1959 by a company in Paris, Tennessee, that was owned by the Warren family. While many people think the brand name came from then movie icon Robert Mitchum, it didn’t.
But the deodorant’s name was inspired by a real person, Mitchum Warren, the son of the company’s founder.
The company did quite well for about two decades until it was bought out by Revlon. The brand still has a reputation for being a manly product, but they also have a women’s line of products.
Percent of Online Sales: 2.1%
The internet has been good to Tom’s. This company had small and humble beginnings as Tom, and Kate Chappell moved to Maine to lead a healthier and simpler life. They started their own company with natural personal care products, really with the goal of giving their children better options.
In 2006, they became a part of the Colgate-Palmolive company, and while they are part of a large parent company, they still hold onto their roots and their initial desire to make products that are more natural and better for their own children.
Tom’s is leading the way when it comes to less harmful ingredients, fewer ingredients overall, more sustainable practices, and using less plastic. This is a big area of interest for the internet consumer, and it’s become a hallmark of the Tom’s of Maine brand.
They’re known as a conscious company, and that inspires loyalty from many online buyers.
Right Guard. Owned by Henkel, Dusseldorf, Germany
Percent of Online Sales: 2%
Right Guard was introduced in 1960 as the first aerosol deodorant. At that time, the company was owned by Gillette Company. In 2005 the Procter & Gamble company sold the Right Guard brand to the Dial Corporation, a company that is owned by Henkel.
While Right Guard was an aerosol deodorant at the outset, they have since expanded, and today, they also produce invisible solid, deodorant stick, clear gel, and aerosols.
There are also three different sub-brands; Best Dressed, Xtreme Defense, and Sport. Right Guard specifically targets a male audience and has always emphasized the manly aspect in its marketing.
Percent of Online Sales: 1.8%
Arm & Hammer has a long history; the company began in 1846 when John Dwight and Austin Church decided to use the Arm and Hammer brand logo on their baking soda. The company split and then came back together and formed the Church & Dwight Company.
The Arm & Hammer segment of the company started advertising that their baking soda is good at removing odors in the refrigerator. From that moment on, their baking soda became synonymous with odor control, which made them an obvious choice as a company to enter the deodorant world.
Percent of Online Sales: 1.7%
When it hit the market in 1963, Speed Stick was known as Mennen Speed Stick and was made as a non-gendered product, which most deodorants were at that time. It wasn’t until 1983 that Lady Speed Stick hit the market, and there were separate brands for male and female demographics.
In 1992 Mennen was purchased by Colgate-Palmolive. The brand continues under its original name and produces 24/7, Pro, Stain Guard, Irish Spring, and Original.
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