A sector that is worth more than $22bn globally, the deodorant market is a significant generator of plastic waste, but a new generation of brands is addressing this issue and mainstream brands can learn from them.
Niche brands have launched products that use a solid deodorant in a cardboard tube or refills wrapped in compostable paperboard that are inserted into a case you buy once. During 2021, major brands like Dove and Old Spice have also launched refillable products that can be bought at Target, Walmart, and Amazon.
Why it matters
Cutting the amount of plastic pollution is clearly important, but it also raises several other issues for brands to consider. With many existing mainstream products based on liquid formulas or aerosols, the supply chain and manufacturing processes will have to be rethought, as will the packaging and branding. But there are also opportunities for brands to develop a closer relationship with consumers, as the refill model lends itself to direct to consumer (D2C) subscriptions.
“Brands have begun to really embrace the fact that packaging is a consumer touchpoint, so how they present their brand on the shelf is as impactful as how they present their brand in advertising” – Beth Egan, advertising professor at Syracuse University.