Is a Common Fashion Faux Pas Close to Extinction?
Unilever Deodorant launches new Anti-Marks Antiperspirant Technology. Protects apparel from white marks and yellow stains
ENGLEWOOD CLIFFS, NJ, (December 1, 2016) - Unilever – the global deodorants and antiperspirants leader that revolutionized the category with the introduction of Dry Spray antiperspirant two years ago – continues its trajectory of innovation with new Anti-Marks Antiperspirant Technology that helps prevent white marks on dark clothes and the formation of yellow stains on white clothes.
The advanced, proprietary formulation – currently available in nearly 40 global markets and now available in the U.S. – will be featured in Dry Spray format across five key brands: Degree Men®, Degree Women®, Dove®, Dove Men+Care® and AXE®. On a mission to address more than just underarm concerns, Unilever is moving from skin to style with best-in-class products that provide 48-hour odor and wetness protection while safeguarding shoppers' favorite clothes.
While consumers are quick to point the finger at themselves, the yellow discoloration under the arms is caused by a combination of skin oil, sweat, active ingredients and laundering.
"As the global deodorants and antiperspirants leader, we're constantly talking with consumers about their personal care needs and know that yellow stains and white marks on clothes are among the top unmet category needs," said Matthew McCarthy, Unilever Senior Director of Deodorants and Men's Grooming. "People are tired of unintentionally ruining their favorite white t-shirts or leaving behind embarrassing marks in the dressing room. We're proud and excited to deliver this innovation to the marketplace and provide a real solution for shoppers."
Brands and products featuring Dry Spray with Anti-Marks Antiperspirant Technology
The new formula – incorporated in 24 variants – will be on shelves at food, drug and mass retailers nationwide starting in early December 2016. All offerings will carry a suggested retail price between $4.99 and $5.49 and feature 48-hour odor and wetness protection, as well as unique product benefits available in each brand.
- Degree Women and Degree Men Ultra Clear Black+White Antiperspirants leave no white marks on black clothes and no yellow stains on white clothes. The exclusive no white mark and no yellow stain formula protects clothes from deodorant stains and offers 48-hour sweat protection.
- Dove and Dove Men+Care Invisible Antiperspirants are formulated to leave no white marks on 100 colors of clothing. The formulas provide 48-hour protection, and all the care of Dove with ¼ moisturizer technology.
- AXE Anti-Marks Protection Antiperspirants leverage anti-marks technology that helps keep your black shirts black and white shirts white. Your style, uncompromised.
The Dry Spray Anti-Marks Antiperspirant Technology launch will be supported by robust marketing initiatives across all five brands in 2017. Individual brand campaigns will include national advertising, in-store marketing and public relations efforts, as well as social media programming.
About Unilever's deodorant portfolio
Unilever transformed the antiperspirant experience in the U.S. with the introduction of Dry Spray Antiperspirant format, which was named the Most Awarded Personal Care Innovation of 2015. Moving into year three, Unilever is yet again raising the bar in the deodorant category with breakthrough technology and high-performing products that address evolving consumer demands while delivering the same level of protection they've come to expect. As the global market leader in deodorants and antiperspirants, Unilever is proud to drive category innovation that's rooted in consumer insights and research and development.
Dry Spray usage instructions and consumer services contact information
For best results, shake well before application and hold six inches away from the underarm before spraying, as directed. More information about the products can be found on the individual brand websites or by calling Unilever consumer services at 888-227-2222.