Unilever brings game-changing Dry Spray Antiperspirants to U.S.

ENGLEWOOD CLIFFS, N.J. — Unilever is looking to revolutionize the U.S. deodorant market with the launch of its new Dry Spray Antiperspirants. 

 

Unilever is introducing what it calls “a transformative product” that is like no other antiperspirant offering on the market. Featuring a new formula with no water or alcohol, and a precision-designed spray mechanism 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.



The new format will be introduced across five brands — Degree Women, Degree Men, Dove, Dove Men+Care and AXE — and will be available at retailers nationwide starting Dec. 1. The new Dry Spray Antiperspirants provide 48-hour odor and wetness protection and go on instantly dry for a cleaner feel, leaving no visible residue.



Sprays are the most popular antiperspirant and deodorant format globally, making up more than 60% of the European and Latin American markets, Unilever stated. Unilever has launched Dry Spray Antiperspirant in more than 37 countries.



Unilever's Dry Spray Antiperspirants launch will feature 24 variants in total to appeal to a wide range of personal care needs:

• 
  Degree Women and Degree Men Dry Spray Antiperspirants are engineered with MOTIONSENSE technology that responds directly to body movement, releasing extra protection during physical activity;


• 
  Dove and Dove Men+Care Dry Spray Antiperspirants feature nonirritant formulas that contain one-fourth moisturizer technology for softer, smoother underarms; and


• 
  AXE Dry Spray Antiperspirants feature unique fragrances to help guys feel confidently fresh throughout the day.

In addition, 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. As an example, for the Degree Men spray mechanism, Unilever partnered with Pininfarina, the Italian design firm that also works on Ferrari.



The Dry Spray Antiperspirant launch will be supported by 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.