Unilever unveils new innovation in antiperspirant aisle

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Unilever unveils new innovation in antiperspirant aisle

By Gina Acosta - 12/01/2016

ENGLEWOOD CLIFFS, N.J. — Unilever is continuing its trajectory of innovation with new antiperspirant echnology that helps prevent white marks on dark clothes and the formation of yellow stains on white clothes.

The company's new Anti-Marks Antiperspirant Technology is an advanced, proprietary formulation – currently available in nearly 40 global markets and now available in the U.S. – that will be featured in Dry Spray format across five key brands: Degree Men, Degree Women, Dove, Dove Men+Care and AXE.

"As the global deodorants and antiperspirants leader, we're constantly talking with consumers about their personal care needs and know that yellow stains and white marks on clothes are among the top unmet category needs," said Matthew McCarthy, Unilever senior director of deodorants and men's grooming. "People are tired of unintentionally ruining their favorite white t-shirts or leaving behind embarrassing marks in the dressing room. We're proud and excited to deliver this innovation to the marketplace and provide a real solution for shoppers."

The new formula – incorporated in 24 variants – will be on shelves at food, drug and mass retailers nationwide starting this month. All offerings will carry a suggested retail price between $4.99 and $5.49 and feature 48-hour odor and wetness protection, as well as unique product benefits available in each brand.