Unilever To Bring Dry Spray to US AP/Deo Market

Unilever says it is out to revolutionize the US AP/deodorant market with the launch of its new Dry Spray antiperspirants, which are rolling out across the CPG’s leading brands including Dove, Axe and Degree. Featuring a new formula with no water or alcohol, and a precision-designed actuator that produces a unique soft spray, the new Dry Spray goes on instantly dry without the sticky or wet sensation often associated with other antiperspirants. 

“Deodorant is one of the most important personal care products we use every day, but the user experience itself still leaves much to be desired,” said Matthew McCarthy, senior marketing director of antiperspirants and deodorants at Unilever. “Americans are demanding more from their personal care products, and with the launch of new Dry Spray Antiperspirants, they will enjoy a dry and clean application experience unlike anything they've tried before.”

Sprays are the most popular antiperspirant and deodorant format globally, making up more than 60% of the European and Latin American markets. Unilever has successfully launched Dry Spray antiperspirant in more than 37 countries, and it is the number one selling antiperspirant product globally, according to the company.

The new format will be introduced in the US across five brands: Degree Women, Degree Men, Dove, Dove Men+Care and AXE – and will be available at retailers nationwide starting on Dec. 1, 2014.

According to Unilever, each brand features its own “breakthrough” packaging, designed to maximize both product performance and the overall user experience through ergonomic engineering and sleek, modern looks. For Degree Men actuator, Unilever partnered with Pininfarina, the Italian design firm that also works on Ferrari.

The Dry Spray Antiperspirant launch will be supported by “robust marketing initiatives” across all five brands in 2015. The campaigns will include national advertising, in-store marketing and public relations efforts, as well as social media programming that encourages consumers to #TryDry.