As the demand for deodorants and antiperspirants for deodorants and antiperspirants dwindles by 2020, many smells like fragrant enhancing mint and gum seem to need nice distance, not too much impact in the age of social distance, remote work and Disney ++.
In the first days of panic buying in March, sales of deodorants and antiperspirants increased 14% year-over-year, according to figures obtained by Nielsen. When the nation went into lockdown the following month, purchasing levels plummeted to negative territory and have been there ever since.
It is in this context that men’s grooming brand Harry is entering a new product segment: deodorants and antiperspirants.
There was no reason to release the epidemic
The razor, but known for its hair and shower products, this young company has created a line of odor-fighting items that come for fragrant figs, whiskers, stones and redwood – it’s the equivalent of its line of body wash.
To help shoppers choose the best option and avoid any confusion about the difference between deodorant and antiperspirant, Harry has organized his new products into three categories: odor control, odor and sweat control and odor and increased sweat control.
Jaime Crespo, a general manager at Harry’s, said the line expansion had been in development for two years and that the epidemic had not accelerated or slowed down the scheduled release date.
Sales of deodorants and antiperspirants have declined overall, with Harry, which believes it earned more than $ 350 million last year, making its offers a success due to the brand’s strong connection to customers. Crespo said fans have been asking Harry to make deodorants and antiperspirants for several years now. Nearly 1,600 people have asked the brand to enter space on social media, emailed or posted, deodorants and antiperspirants have created its most requested product category category in large numbers.
“We have a direct relationship with consumers and that’s what inspires our innovation,” Crespo said. “It simply came to our notice then. This is what inspires our communication. “
A good position to steal market share
With more and more people buying products online these days, digital native Harry’s is in a decent position to steal market share from industry shoes, such as Procter & Gamble (Old Spice, Gillette) and Unilever (Dove, Degree). Last month, WPP’s media agency Network GroupM released a report that the epidemic-fuel shift to online shopping would push global e-commerce to tr trillion dollars by 2024, accounting for a quarter of total retail sales.
This is important for digitally domestic Challenger brands because shoppers traditionally end up confined to a physical shelf in their local grocery store or pharmacy chain, providing endless shelves and the opportunity to discover new products to browse the Internet. Thus, any movement in this direction helps to raise awareness.
“Once the covid is finished and the department returns to its own, they may be in a better position than those who have not been able to innovate and create a direct connection with the consumer,” said Andrew Goletka, managing partner of the venture capital firm.
Toilet paper effect
Although not the same, the situation is similar with toilet paper at present. Despite the staff shortage, members of the public are going online to search for alternatives. Toilet paper startups that make their products with durable materials like bamboo are increasing their sales.
Earlier last year, Shik-owned CPG maker Ezzal Personal Care failed Harry’s 1.73737 billion exchange attempt after the Federal Trade Commission blocked the transaction due to competition for integration and concerns that it would hamper innovation. Recently, an attempt was made to acquire the P&G direct-to-consumer Razr brand, with similar results following a lawsuit by the FTC.