Consumer goods group Unilever, which claims to be the global market leader in the deodorant sector with brands such as Axe, Dove and Rexona, is systematically expanding its deodorant business with the help of AI, robotics and unconventional practical tests. New active ingredient technologies, product formats and science-based developments that offer better sweat and odour control as well as longer-lasting fragrance are already being used and are expected to drive further growth, the group explained. The global deodorant market is worth 24 billion euros and is growing by six per cent annually. Rexona, also known internationally as Degree, Sure and Shield, is the world’s largest deodorant brand. Unilever generated 13.2 billion euros in turnover from personal care products last year, with deodorants among the key growth drivers.

Tests in the ‘Hot Room’

According to Unilever, the company invests around one billion euros a year in research and development. Deodorants have benefited particularly from this through product innovations. These include a patented antiperspirant technology designed to provide 72 hours of protection against odours. Sixty Unilever scientists have conducted more than 200 clinical tests for this purpose. These include so-called ‘hot room’ sweat tests, which check whether formulations protect against wetness at high temperatures – along with odour tests on different test subjects. The technology is now available in the Rexona and Dove brands. Another fast-growing innovation is full-body deodorants, which offer skin care benefits alongside odour protection and are available as sprays, sticks and creams. According to Unilever, this is one of the biggest changes in personal care in decades: a study in the UK found that one in three adults already applies their deodorant to parts of the body other than the underarms.

The pace is picking up with AI

At the same time, Unilever has already built up the world’s largest database on the skin microbiome to identify which bacterial enzymes are responsible for odour development. The company is using this to develop ingredients that neutralise these bacteria without disrupting the balance of the microbiome. AI, digital automation and robot-assisted testing are helping to increase the pace and scale of research and development work. This means that work which until recently took years can now be completed in weeks or days. In addition to new ingredients, packaging and production processes also play an important role. New packaging formats are being developed for different applications and convenience requirements. The aim is to further differentiate the deodorant category and create additional growth opportunities.

Source: Unilever