03.19.24
Soft & Dri says it’s upping its aluminum-free deodorant game with the debut of a new sleek look and two mood-matching scents. The longstanding deodorant brand is also bringing back a classic.
"While the brand has been around for nearly 60 years, we wanted to reintroduce Soft & Dri to a new generation of women with features and benefits that are important to them," said Michelle Hanson, VP of marketing at the Village Company. “Our goal was to create something new and bold within both the packaging design as well as the fragrances. The artful look paired with on-trend scents and quality ingredients, make our new deodorants a perfect addition to the modern selfcare routine."
According to marketers, the new Blissful Freesia fragrance captures the allure of a tropical paradise with notes of grapefruit and mango, a blend of exotic florals, notes of freesia and a base of cedarwood. The new Zen Cucumber deodorant helps deliver harmonious vibes with cucumber, orange, melon and notes of musk and amber.
The brand is also bringing back fan favorite Sparkling Citrus with a new look and shape to easily be carried in purses and bags.
"Women today take selfcare very seriously and want to feel good about what they're putting on their bodies," said Hanson. She added that the new line of deodorants are aluminum-free and contain pH balancing minerals and Conditioning Silk technology to glide on skin for invisible, all-day freshness. They are also free of dyes, talc, alcohol, phthalates, parabens and baking soda.
The new three-ounce Soft & Dri aluminum-free stick deodorants are available online at softndri.com and on Amazon.