Deodorants - UK - December 2018
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“Standing at an estimated £404 million in 2018, the deodorants market decline has been triggered by lack of innovation and engagement. A core message of functionality appeals to a wide range of consumers, but also means mass brands share a very similar image. Changing how efficacy is advertised can create a point of difference, and there is room for growth for brands willing to take risks.”
– Alex Fisher, Senior Beauty Analyst
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