Unilever: “We can make your arm pits sexy …”

TakeAway:  Since practically everybody uses deodorant, marketers need to devise new features or grab sales from rivals. 

Winning over new customers is particularly difficult, however. Some 50% of deodorant buyers reported using the same brand in the last 12 months.

* * * * *

Excerpted from the WSJ, “Unilever Tackles the Ugly Underarm By Ellen Byron, March 30, 2011

Unilever’s new angle on selling deodorant to women is a product that claims to make underarms not only odor-free but prettier. 

Dove Ultimate Go Sleeveless, which hits U.S. stores this week, claims its formula of specialized moisturizers will give women better-looking underarms in five days.

UGS was inspired by Unilever research that found 93% of women consider their armpits unattractive. 

Magazines and talk shows pour out the tips on how women can improve plenty of body parts, from legs to midriffs to fingernails. But little attention — or advice — has been brought to armpits.

Some 62% of the women surveyed said they suffer underarm skin problems like breakouts, discoloration or itchiness, according to research at Unilever. Nearly half said they have been embarrassed enough by the condition of their underarms that they have changed clothes.

Promoting a problem that consumers don’t necessarily realize they have is a frequently used but risky approach.

“Any marketer has to be careful of appearing to create a problem that doesn’t really exist  … You can suffer a backlash if you do that.”

Edit by AMW

* * * * *

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s