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Aerosols are taking an increasingly dominant position in the Australian deodorant market, thanks to innovative new packaging and products, as evidenced by the new Rexona Women 'Crystal' from Unilever.
Aerosols account for some 57.1 per cent of Australia's $246.1 million deodorant market according to the 2009 Retail World annual report, up from 50.4 per cent in 2008 and 47.1 per cent in 2007.
In terms of volumes, which totaled 56 million units, aerosols captured 51.8 per cent of the market, well ahead of roll-ons (33.7 per cent), body sprays (10.1 per cent), solid sticks (2.4 per cent) and pump sprays (1.9 per cent).
Unilever dominates the deodorant market with 66.6 per cent of total sales value and is even more dominant in aerosols with 73.6 per cent of the $140.6 million market (29 million units).
Unilever's Rexona brand accounts for some 63.6 per cent of aerosol deodorant sales, with stablemate Dove in second place with 10.0 per cent, just ahead of rival Nivea with 9.4 per cent, then Sprayfresh (4.7 per cent), Norsca (4.5 per cent), Dry Idea (3.5 per cent) and Mum (2.8 per cent).
Consumers seem to prefer the national brands when it comes to deodorant, with private labels capturing just 0.4 per cent of sales, well below other health and beauty products such as tampons (6.7 per cent) and soap (4.9 per cent).
Rexona Women recently introduced its "tight top friendly" Crystal aerosol deodorant, which it says "has been specifically developed through new manufacturing techniques and two new ingredients" to minimise white marks on the skin and especially on black clothing.
In Germany, it was launched with a novel campaign in which fashion and beauty enthusiasts could apply to have their dream of a custom-made black designer dress fulfilled by leading Berlin fashion label Kaviar Gauche.
Unilever said it used the campaign to showcase the new deodorant with the platform "Schwarze Mode" ("Fashion in Black") as a take on the "black dress" theme from classic advertising.
Consumers could assemble their own black evening gown using the fashion label's patterns and specifications via a dedicated website, then upload the finished designs to an online gallery. The winning design was then created by Kaviar Gauche.
On the men's deodorant front, Unilever Australasia has been celebrating the 2010 World Cup with an attractive limited edition Rexona Men Sport Fresh 250mL gold and black can from Impress.
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Future for Deodorant Is Crystal Clear