Unilever Launches Compressed Deodorant Range

Unilever has announced the launch of its compressed technology across its male deodorant portfolio, following the success of the female launch in February 2013. The new compressed packaging format will be introduced simultaneously across Sure Men, Dove Men +Care, Lynx and Vaseline Men, supported by a £15m marketing spend.

Unilever has announced the launch of its compressed technology across its male deodorant portfolio, following the success of the female launch in February 2013. The new compressed packaging format will be introduced simultaneously across Sure Men, Dove Men +Care, Lynx and Vaseline Men, supported by a £15m marketing spend. From 27th January 2014, all 150ml and 250ml variants will be available in pack half their size. Unilever said each male compressed pack comes with unique benefits; Lynx will feature new longer lasting fragrances, Sure Men will include a new motionsense microspray, Dove Men +Care will have a new formula featuring Vitamin E and Vaseline will offer new 48hr protection with pro Derma Technology.

Jane Boret, deodorants marketing manager, Unilever UK, said: “Following on from the hugely successful launch of female compressed last year, we are thrilled to be introducing the innovative compressed technology into our male deodorant portfolio. The compressed format taps into the demand for convenience and portability which have been revealed as the most recalled benefits amongst male consumers in a recent consumer study.” The new male compressed cans will have the same RRP as the comparable 150ml and 250ml cans. A major benefit to retailers, compressed packs take up less space on shelf, less storage space and offer greater selling density and increased rate of sale as retailers can place more packs directly on to the fixture.

Source: Unilever