Unilever To Launch Deodorant That Reduces Underarm Hair Growth

Body Care

oi-Staff

By Staff

Tuesday, December 9, 2008, 16:56

Unilever, one of the cosmetic giants is set to launch a deodorant which will not only leave you with a lasting fragrance, but would also potentially reduce the growth of underarm hair. Now, this sounds like a great rescue to all the women round the globe. However, will it pave its path for some new side effects? Read on to know all about it.

The company has developed the innovative product for its Dove and Sure ranges as a roll-on and aerosol. Unilever predicts it will be so popular with women that they will generate £10m sales in the first year. It will be seen on supermarket shelves from January next year.

The pro-epil complex, the result of three years of research, claims to gradually make underarm hair finer and noticeably slows down the rate of growth.

"We are really excited to be opening up an entirely new segment in the deodorant category," The Telegraph quoted Murray Bisschop, senior deodorant category manager at Unilever, as telling trade magazine The Grocer.

He added: "This gives women all the efficacy of Dove and Sure deodorants with an advanced added beauty benefit that no other deodorant brand currently offers.

"The pro-epil complex contains natural extracts and it is critically important for Unilever not to launch anything that is potentially risky."

Although the ranges have not been designed as an alternative to waxing treatments, the company has claimed that they will reduce skin irritation caused by hair regrowth.

But, the launch of the new range may reduce the sales of the standard Dove and Sure deodorants by about a third, with the target audience of young females trying out the new variants.

The launch will be supported by a 6.4 million pounds marketing campaign, including television adverts.