Brand News from Unilever
Unilever UK continues to push boundaries within the deodorants category by launching its innovative compressed technology across its male portfolio – a first for male deodorants.
Building on the huge success of the female launch in February 2013, the compressed packaging format will be introduced simultaneously across Sure Men, Dove Men +Care, Lynx and Vaseline Men. The launch will be supported by a substantial £15m marketing spend throughout 2014, including TV, outdoor, online, PR, social, press and in-store.
Available from 27th January 2014, all 150ml and 250ml variants of the existing Sure Men, Dove Men +Care, Lynx and Vaseline male deodorants will be available in packs half their size. What’s more, each male compressed pack comes with unique benefits; Lynx will feature new longer lasting fragrances, Sure Men will include a new motionsense microspray, Dove Men +Care will have a new formula featuring Vitamin E and Vaseline will offer new 48hr protection with pro Derma Technology.
Female compressed is performing incredibly well with over 12 million female 75ml cans sold to date. As part of the 2014 campaign, Unilever will also reduce all 250ml female packs to 125ml in a move to compress its entire female deodorant collection. This, along with the new male compressed range, will result in the compressed format reaching 42% of the Unilever deodorant portfolio, driving a positive change for both the environment and the retail sector alike.
Compressed deodorants offer the same protection and care and last just as long as the bigger cans. The compressed technology has reduced the amount of propellant by up to 50% and therefore the size of the can is smaller, enabling up to 25% reduction in aluminium. They also offer greater delivery as they use less propellant, making the spray feel less cold and drier when applied.
The expansion of the compressed format across Unilever’s male deodorant portfolio takes Unilever closer to its challenging Sustainable Living Plan targets of halving the environmental impact of products across the lifecycle and the waste associated with the disposal of products by 2020.
Jane Boret, Deodorants Marketing Manager, Unilever UK, says: “Following on from the hugely successful launch of female compressed last year, we are thrilled to be introducing the innovative compressed technology into our male deodorant portfolio. It is one of the company’s most sustainable product innovations in the past year and its environmental savings will help take Unilever closer to its aim to halve the environmental impact of its products across their lifecycle by 2020.
The compressed format taps into the demand for convenience and portability which have been revealed as the most recalled benefits amongst male consumers in a recent consumer study. Male compressed cans have been designed to appeal to men and although smaller in size, research has revealed that males are receptive to the change, acknowledging this as a standard advance in technology.”
The new male compressed cans will have the same RRP as the comparable 150ml and 250ml cans, to demonstrate like for like value to the consumer, a core message that is reiterated across all point-of-sale material. A major benefit to retailers, compressed packs take up less space on shelf, less storage space and offer greater selling density and increased rate of sale as retailers can place more packs directly on to the fixture.