Fine fragrance deodorants gather high interest but the existing offering is not targeting the relevant audience. Cheaper products with added value such as encapsulation will appeal to the youngest. An analysis by Emmanuelle Moeglin (Mintel) for CosmeticOBS-L'Observatoire des Cosmétiques.
Bullet points
1. Fine fragrance deodorants are gaining high interest among young deodorant users
2. The existing offering of fine fragrance deodorants mostly targets an older audience due to relatively high pricing
3. Fine fragrance deodorants could be more than simple ancillaries adding genuine added benefits such as encapsulated fragrance that lasts longer
The demand for deodorant with fine fragrance is high among the young audience
According to Deodorants – UK, January 2015, younger deodorant users are more likely than older people to be interested in deodorants made with fine fragrance as well as in deodorants that complement their perfume. In the UK, some 29% of deodorant users aged 16-24 express an interest in and willingness to pay more for deodorants that feature fine fragrance, and 25% in deodorant with fragrances designed to complement their perfume. This compares to only 10% and 6%, respectively, of UK deodorant buyers aged 55+.
Although there is a limited offering of fine fragrance deodorants, primarily positioned as part of a fine fragrance line extension, the price range and positioning means this tends to appeal to an older audience.
Line extension of fine fragrances into deodorant and body spray formats is quite common, especially …
