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Deodorants and Antiperspirants - US - February 2012

The $2.9 billon antiperspirant/deodorant market posted a 5.9% increase from 2006-11. Despite a questionable economy, penetration has changed little as consumers may have traded down, but rarely out, of this personal care essential. Indeed, the majority of respondents surveyed consider deodorants and antiperspirants to be a core-grooming product and they are ready to invest more for improved protection, or to select a preferred scent. This report analyzes the best opportunities for suppliers and retailers to promote the category, build market share, and draw key consumer groups. Mintel’s exclusive consumer data is analyzed by key demographics and examines the following market factors:

  • The types, forms and brands of antiperspirant/deodorant that respondents favor
  • The frequency and occasion for deodorant use
  • Average amount of money spent on deodorants and attitudes toward higher-priced products
  • Levels of protection used and preferred fragrances/scents
  • Importance of natural ingredients and interest in “free-from” choices
  • The prevalence of gender-specific deodorants and the space for unisex products

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Terms
                  • Executive Summary

                    • Mature market shows modest, but positive growth
                      • Concern with chemicals may shape future demand
                        • Men’s and women’s segments build share from 2009-11
                          • Five-year growth concentrated in men’s and women’s segments
                            • “Other retail channels” commands almost two thirds of sales
                              • “Other retail channels” builds share over five-year review period
                                • P&G and Unilever expand hold on market in 2011
                                  • P&G and Unilever dominate men’s segment and build share in 2011
                                    • P&G and Unilever boast 2011’s top-performing women’s brands
                                      • Tom’s of Maine among few strong brands in unisex
                                        • Innovations include all-natural, moisturizing, and fragrance-release products
                                          • Adult penetration remains steady and high
                                            • Teens warrant focus with usage on a par with adults
                                              • Men and 18-24 year olds spend more per unit
                                                • Many women buy their significant others’ deodorants
                                                  • Interest in alcohol-free, aluminum-free products is high
                                                    • Consumers demand high-performance protection
                                                      • Women value stain resistance, but covet hair removal
                                                        • Attitudes support central role of scent in marketing and promotion
                                                        • Insights and Opportunities

                                                          • Outreach to teens and 18-24 year olds
                                                            • Mommy bloggers and cross-promotions
                                                            • Inspire Insights

                                                                • Trend: Factory Fear
                                                                  • Figure 1: would like to see more antiperspirants/deodorants without aluminum, november 2011
                                                                • Trend: Open Diary
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Inflation-adjusted growth
                                                                      • Sales and forecast of antiperspirants and deodorants
                                                                        • Figure 2: Total U.S. retail sales and forecast of antiperspirants and deodorants, at current prices, 2006-16
                                                                        • Figure 3: Total U.S. retail sales and forecast of antiperspirants and deodorants, at inflation-adjusted prices, 2006-16
                                                                      • Fan chart forecast
                                                                          • Figure 4: Total U.S. retail sales and fan chart forecast of antiperspirants and deodorants, at inflation-adjusted prices, 2006-16
                                                                        • Walmart sales
                                                                        • Market Drivers

                                                                          • Key points
                                                                            • Consumer confidence suggests ongoing economizing in 2012
                                                                              • Figure 5: University of Michigan’s index of consumer sentiment (ICS)*, 2006-11
                                                                            • Concerns about allergens and chemicals in antiperspirants and deodorants
                                                                              • Figure 6: Would like to see more antiperspirants/deodorants without aluminum, November 2011
                                                                            • Interest in more eco-friendly products and practices
                                                                              • Figure 7: Usually buys all-natural or all-organic antiperspirant/deodorant, November 2011
                                                                              • Figure 8: Attitudes on antiperspirant/deodorant ingredients, men, November 2011
                                                                            • Demographic factors shaping demand for antiperspirants and deodorants
                                                                              • Population growth expands consumer base for antiperspirants/deodorants
                                                                                • Figure 9: Population, by age, 2006-16
                                                                              • As whites age, a growing young multi-ethnic population becomes key consumer base
                                                                                • Figure 10: Population, by race and Hispanic origin, 2006-16
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Focus on gender-specific products leaves unisex segment in decline
                                                                                  • Figure 11: consider it “important” to smell masculine or feminine, by gender, November 2011
                                                                                • Sales of antiperspirants and deodorants, by segment
                                                                                  • Figure 12: Sales of antiperspirants and deodorants, segmented, by type, 2009 and 2011
                                                                              • Segment Performance—Men’s Antiperspirants and Deodorants

                                                                                • Key points
                                                                                  • In 2011, men’s segment posts its strongest growth in five-year review period
                                                                                    • Men’s readiness to spend more boosts the segment
                                                                                      • Sales and forecast of men’s antiperspirants and deodorants
                                                                                        • Figure 13: Sales and forecast of men’s antiperspirants and deodorants, at current prices, 2006-16
                                                                                    • Segment Performance—Women’s Antiperspirants and Deodorants

                                                                                      • Key points
                                                                                        • Women’s segment posts the strongest five-year sales growth
                                                                                          • Sales and forecast of women’s antiperspirants and deodorants
                                                                                            • Figure 14: Sales and forecast of women’s antiperspirants and deodorants, at current prices, 2006-16
                                                                                        • Segment Performance—Unisex Antiperspirants and Deodorants

                                                                                          • Key points
                                                                                            • Unisex segment shows limited five-year growth and sales decline in 2011
                                                                                              • Sales and forecast of unisex antiperspirants and deodorants
                                                                                                • Figure 15: Sales and forecast of unisex antiperspirants and deodorants, at current prices, 2006-16
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • “Other channels” comprises almost two thirds of sales
                                                                                                  • Supermarkets founder, while drug stores build market share
                                                                                                    • Sales of antiperspirants and deodorants, by channel
                                                                                                      • Figure 16: Sales of antiperspirants and deodorants, by channel, 2009 and 2011
                                                                                                  • Retail Channels—Supermarkets

                                                                                                    • Key points
                                                                                                      • Supermarkets lose share due to limited promotion of the category
                                                                                                        • Supermarket sales of antiperspirants and deodorants
                                                                                                          • Figure 17: Supermarket sales of antiperspirants and deodorants, at current prices, 2006-11
                                                                                                      • Retail Channels—Drug Stores

                                                                                                        • Key points
                                                                                                          • Drug stores comprise small, but competitive, channel
                                                                                                            • Drug store sales of antiperspirants and deodorants
                                                                                                              • Figure 18: Drug store sales of antiperspirants and deodorants, at current prices, 2006-11
                                                                                                          • Retail Channels—Other Channels

                                                                                                            • Key points
                                                                                                              • Players in diverse channels find growth opportunities
                                                                                                                • Other channel sales of antiperspirants and deodorants
                                                                                                                  • Figure 19: Other channel sales of antiperspirants and deodorants, at current prices, 2006-11
                                                                                                              • Leading Companies

                                                                                                                • Key points
                                                                                                                  • P&G and Unilever command almost 70% combined market share
                                                                                                                    • Procter & Gamble (Old Spice, Gillette, Secret)
                                                                                                                      • Unilever (Degree, Dove, AXE)
                                                                                                                        • Colgate-Palmolive (Tom’s of Maine, Mennen)
                                                                                                                          • Henkel Group (Right Guard, Dry Idea)
                                                                                                                            • Private label and “other” companies
                                                                                                                              • Manufacturer sales of antiperspirants and deodorants
                                                                                                                                • Figure 20: Leading manufacturer sales of antiperspirants and deodorants, 2010 and 2011
                                                                                                                            • Brand Share—Men’s Antiperspirants and Deodorants

                                                                                                                              • Key points
                                                                                                                                • Old Spice still leads with repackaged brands, new scents, and ad campaigns
                                                                                                                                  • Unilever’s Degree Men charges forward as AXE’s growth slows in 2011
                                                                                                                                    • Colgate-Palmolive and Henkel Group decline
                                                                                                                                      • Manufacturer sales of men’s antiperspirants and deodorants
                                                                                                                                        • Figure 21: Manufacturer sales of men’s antiperspirants and deodorants, 2010 and 2011
                                                                                                                                    • Brand Share—Women’s Antiperspirants and Deodorants

                                                                                                                                      • Key points
                                                                                                                                        • Secret dominates and shows greatest success with brand extensions
                                                                                                                                          • Unilever maintains share although consumers shift brand preferences
                                                                                                                                            • Manufacturer sales of women’s antiperspirants and deodorants
                                                                                                                                              • Figure 22: Manufacturer sales of women’s antiperspirants and deodorants, 2010 and 2011
                                                                                                                                          • Brand Share—Unisex Antiperspirants and Deodorants

                                                                                                                                            • Key points
                                                                                                                                              • Sales fall for Henkel Group and Church & Dwight in 2011
                                                                                                                                                • Natural products may offer the best growth opportunities
                                                                                                                                                  • Manufacturer sales of unisex antiperspirants and deodorants
                                                                                                                                                    • Figure 23: Manufacturer sales of unisex antiperspirants and deodorants, 2010 and 2011
                                                                                                                                                • Innovations and Innovators

                                                                                                                                                  • Key points
                                                                                                                                                    • “Long lasting” is top claim in 2011
                                                                                                                                                      • Figure 24: Number of variants of deodorants/antiperspirants by claims and date published, 2011-12
                                                                                                                                                    • Pure Sport and Powder Fresh were widely introduced scent variants in 2011
                                                                                                                                                      • Figure 25: Number of variants of deodorants/antiperspirants by fragrance and date published, 2008-11
                                                                                                                                                    • Unilever’s AXE enters the women’s segment with Anarchy for women
                                                                                                                                                      • P&G and Unilever offer more attractive underarms
                                                                                                                                                        • Secret Outlast offers top protection with co-branding with Olay
                                                                                                                                                          • Dove Ultimate Go Sleeveless promises better-looking underarms
                                                                                                                                                            • Secret “Naturals” offers “natural” odor protection
                                                                                                                                                              • Unilever introduces products with new fragrance-release technologies
                                                                                                                                                                • Degree motionSENSE Antiperspirant Solid
                                                                                                                                                                  • Degree Adrenaline series
                                                                                                                                                                  • Marketing Strategies

                                                                                                                                                                    • Overview of the brand landscape
                                                                                                                                                                      • Men’s brands: Old Spice, AXE, Degree Men
                                                                                                                                                                        • Old Spice (Procter & Gamble)
                                                                                                                                                                          • “Smell is Power” TV campaign targets young men
                                                                                                                                                                            • Figure 26: Old Spice “smell is power” ad, 2012
                                                                                                                                                                          • Old Spice website offers zany, playful images, downloads, and products
                                                                                                                                                                            • Old Spice and social media
                                                                                                                                                                              • AXE (Unilever)
                                                                                                                                                                                • TV ad typical of AXE’s naughty, innuendo-laced marketing efforts
                                                                                                                                                                                  • Figure 27: AXE ad, 2011
                                                                                                                                                                                • AXE’s website includes unique interactive cartoon for new Anarchy brand
                                                                                                                                                                                  • AXE and social media
                                                                                                                                                                                    • Degree Men (Unilever)
                                                                                                                                                                                      • Degree makes The Adrenalist integral to marketing and online presence
                                                                                                                                                                                        • Degree Men and social media
                                                                                                                                                                                          • Women’s brands: Degree, Dove, and Secret
                                                                                                                                                                                            • Degree Women and Degree Girl (Unilever)
                                                                                                                                                                                              • Television ad presents new motionSENSE antiperspirant/deodorant for women
                                                                                                                                                                                                • Figure 28: Degree motionSENSE” ad, 2012
                                                                                                                                                                                              • Print and online support for motionSENSE
                                                                                                                                                                                                • Degree Women website keeps emphasis on product performance and value
                                                                                                                                                                                                  • Degree Girl: a unique brand that reaches out to girls
                                                                                                                                                                                                    • Dove (Unilever)
                                                                                                                                                                                                      • Dove TV campaign promotes Go Fresh line
                                                                                                                                                                                                        • Figure 29: Dove Go Fresh Rebalance ad, 2012
                                                                                                                                                                                                      • Deodorant promoted as part of multifaceted, interactive website
                                                                                                                                                                                                        • Dove partners with MTV and brings DJs in to promote deodorant
                                                                                                                                                                                                          • Secret (Procter & Gamble)
                                                                                                                                                                                                            • Secret’s website promotes “Sweat Help 101” center and “Mean Stinks” program
                                                                                                                                                                                                              • Other television ads
                                                                                                                                                                                                                • Figure 30: Arrid – mariano’s secret ad, 2011
                                                                                                                                                                                                                • Figure 31: Gillette ‘Sweat, it raised mountains’ ad, 2012
                                                                                                                                                                                                            • Adult Use of Antiperspirants and Deodorants

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Trended data show stability in consumer usage from 2007-11
                                                                                                                                                                                                                  • Figure 32: Types of antiperspirant and deodorant used, adults, trended, April 2007-June 2011
                                                                                                                                                                                                                • Clear/invisible, scented, and stick products are most widely used
                                                                                                                                                                                                                  • Figure 33: Types, forms, and kinds of antiperspirant and deodorant use, by gender, April 2010-June 2011
                                                                                                                                                                                                                • Age is key driver for variations in type, form, and kind of product used
                                                                                                                                                                                                                  • Figure 34: Types, forms, and kinds of antiperspirant and deodorant use, by age, April 2010-June 2011
                                                                                                                                                                                                                • Women more likely to use combination products
                                                                                                                                                                                                                  • Figure 35: Female usage of deodorant, antiperspirants, and perfume/cologne, by age, November 2011
                                                                                                                                                                                                                  • Figure 36: Male usage of deodorant, antiperspirants, and perfume/cologne, by age, November 2011
                                                                                                                                                                                                                • Gender key determinant of antiperspirant/deodorant brand
                                                                                                                                                                                                                  • Figure 37: Brands used, by gender, April 2010-June 2011
                                                                                                                                                                                                                • Degree, Old Spice, and AXE appeal to users aged 18-34
                                                                                                                                                                                                                  • Figure 38: Brands used, by age, April 2010-June 2011
                                                                                                                                                                                                              • Frequency of Deodorant Usage

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Those aged 18-24 apply products most frequently, warrant focus
                                                                                                                                                                                                                    • Figure 39: Frequency of antiperspirant/deodorant use, by age, April 2010-June 2011
                                                                                                                                                                                                                  • Least-affluent consumers use more deodorant/antiperspirant
                                                                                                                                                                                                                    • Figure 40: Frequency of deodorant use, by household income, April 2010-June 2011
                                                                                                                                                                                                                  • Women aged 18-24 apply antiperspirants/deodorants on more occasions
                                                                                                                                                                                                                    • Figure 41: Times when antiperspirant/deodorant is applied, women, by age, November 2011
                                                                                                                                                                                                                    • Figure 42: Times when antiperspirant/deodorant is applied, men, by age, November 2011
                                                                                                                                                                                                                • Teen Use of Antiperspirants and Deodorants

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Teens warrant focus given that usage is on a par with adults
                                                                                                                                                                                                                      • Figure 43: Types of antiperspirant and deodorant used, teens, April 2007-June 2011
                                                                                                                                                                                                                    • Most teens prefer clear, solid stick scented deodorant
                                                                                                                                                                                                                      • Figure 44: Types, forms and kinds of teens’ antiperspirant and deodorant use, by gender and age, April 2010-June 2011
                                                                                                                                                                                                                    • Teen girls apply antiperspirant/deodorant more frequently than teen boys
                                                                                                                                                                                                                      • Figure 45: Frequency of antiperspirant or deodorant use, teens, by gender and age, April 2010-June 2011
                                                                                                                                                                                                                    • Teen brand choices fall along gender-based lines
                                                                                                                                                                                                                      • Figure 46: Brands used, teens, by gender and age, April 2010-June 2011
                                                                                                                                                                                                                  • Average Spend on Antiperspirants and Deodorants

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Premium products more likely to appeal to men and 18-24 year olds
                                                                                                                                                                                                                          • Figure 47: Amount spent by male users, by age, November 2011
                                                                                                                                                                                                                          • Figure 48: Amount spent by female users, by age, November 2011
                                                                                                                                                                                                                      • Incidence of Brand Switching

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Users 18-34 far more open to brand switching
                                                                                                                                                                                                                              • Figure 49: Switching behavior in last 12 months, men, by age, November 2011
                                                                                                                                                                                                                              • Figure 50: Switching behavior in last 12 months, women, by age, November 2011
                                                                                                                                                                                                                            • Those aged 18-34 most likely to consider switching in the 12 months ahead
                                                                                                                                                                                                                              • Figure 51: Likelihood of switching in next 12 months, men, by age, November 2011
                                                                                                                                                                                                                              • Figure 52: Likelihood of switching in next 12 months, women, by age, November 2011
                                                                                                                                                                                                                          • Who Makes Purchasing Decision

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Some 40% of women also shop for their significant other
                                                                                                                                                                                                                                • Figure 53: Who chooses products bought, women, by age, November 2011
                                                                                                                                                                                                                                • Figure 54: Who chooses products bought, men, by age, November 2011
                                                                                                                                                                                                                              • Married women especially likely to purchase products for their husband
                                                                                                                                                                                                                                • Figure 55: Purchase and usage habits, for women, by marital/relationship status, November 2011
                                                                                                                                                                                                                            • Sensitive Skin, All-Natural/Organic Products, and Added Ingredients

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Younger men and older women more likely to have “sensitive” skin
                                                                                                                                                                                                                                  • Figure 56: Sensitive skin irritated by products, women, by age, November 2011
                                                                                                                                                                                                                                  • Figure 57: Sensitive skin irritated by products, men, by age, November 2011
                                                                                                                                                                                                                                • All-natural/organic products used by fairly slim minority
                                                                                                                                                                                                                                  • Figure 58: Use of all-natural/organic products, men, by age, November 2011
                                                                                                                                                                                                                                  • Figure 59: Use of all-natural/organic products, women, by age, November 2011
                                                                                                                                                                                                                                • High interest in alcohol-free, aluminum-free products and antioxidants
                                                                                                                                                                                                                                  • Figure 60: Attitudes on ingredients, men, by age, November 2011
                                                                                                                                                                                                                                  • Figure 61: Attitudes on ingredients, women, by age, November 2011
                                                                                                                                                                                                                              • Attitudes Toward Protection

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • The majority of both men and more women place a primacy on protection
                                                                                                                                                                                                                                    • Figure 62: Attitudes toward protection, men, by age, November 2011
                                                                                                                                                                                                                                    • Figure 63: Attitudes toward protection, women, by age, November 2011
                                                                                                                                                                                                                                • Attitudes Toward Stains and Hair-removal Products

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Women aged 18-34 most likely to value hair removal and stain resistance
                                                                                                                                                                                                                                      • Figure 64: Attitudes on stains and hair removal, men, by age, November 2011
                                                                                                                                                                                                                                      • Figure 65: Attitudes on stains and hair removal, women, by age, November 2011
                                                                                                                                                                                                                                  • Attitudes Toward Splurging, Price, and Brands

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Favorable attitudes toward brands and splurging
                                                                                                                                                                                                                                        • Figure 66: Attitudes related to price, brand, and splurging, women, by age, November 2011
                                                                                                                                                                                                                                        • Figure 67: Attitudes related to price, brand, and splurging, men, by age, November 2011
                                                                                                                                                                                                                                      • Less-affluent respondents value branded products and enjoy splurging
                                                                                                                                                                                                                                        • Figure 68: Attitudes related to price, brand, and splurging, men, by household income, November 2011
                                                                                                                                                                                                                                        • Figure 69: Attitudes related to price, brand, and splurging, women, by household income, November 2011
                                                                                                                                                                                                                                    • Attitudes Toward Scents and Fragrances

                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                        • Women aged 55+ seek scentless products that don’t conflict with perfumes
                                                                                                                                                                                                                                          • Figure 70: Use of scent-free products to avoid conflict with perfume/cologne, women, by age, November 2011
                                                                                                                                                                                                                                          • Figure 71: Use of scent-free products to avoid conflict with perfume/cologne, men, by age, November 2011
                                                                                                                                                                                                                                        • Attitudinal findings support the crucial role of scent, especially for 18-34s
                                                                                                                                                                                                                                          • Figure 72: Attitudes toward scents/fragrances, men, by age, November 2011
                                                                                                                                                                                                                                          • Figure 73: Attitudes toward scents/fragrances, women, by age, November 2011
                                                                                                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • High usage among multiethnic consumers
                                                                                                                                                                                                                                            • Figure 74: Antiperspirant and deodorant use, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                          • Race/Hispanic origin shapes preference of form
                                                                                                                                                                                                                                            • Figure 75: Types of antiperspirant and deodorant used, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                          • Blacks and Hispanics favor scented formulations
                                                                                                                                                                                                                                            • Figure 76: Use of scented or unscented products, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                                                                                                                          • Hispanic women most likely to report switching brands
                                                                                                                                                                                                                                            • Figure 77: Switching behavior in last 12 months women, by race/Hispanic origin, November 2011
                                                                                                                                                                                                                                          • Hispanic men often try new products, but switch less often than women
                                                                                                                                                                                                                                            • Figure 78: Switching behavior in last 12 months men, by race/Hispanic origin, November 2011
                                                                                                                                                                                                                                        • SymphonyIRI Group Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                                                          • Deodorant
                                                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                • Figure 79: Brand map, selected brands of deodorant buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                  • Figure 80: Key purchase measures for the top brands of deodorant, by household penetration, 2011*
                                                                                                                                                                                                                                              • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                                                  • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                    • Chemical Sources Association
                                                                                                                                                                                                                                                    • Church & Dwight Co. Inc
                                                                                                                                                                                                                                                    • Colgate-Palmolive Company
                                                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                                                    • Henkel Corporation
                                                                                                                                                                                                                                                    • Kao Brands Company
                                                                                                                                                                                                                                                    • Olay Company, Inc.
                                                                                                                                                                                                                                                    • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                                                                                                    • Revlon USA
                                                                                                                                                                                                                                                    • Tom's of Maine
                                                                                                                                                                                                                                                    • Unilever Plc
                                                                                                                                                                                                                                                    • Unilever USA

                                                                                                                                                                                                                                                    Deodorants and Antiperspirants - US - February 2012

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