All-over body deodorants have been the most visible trend to impact the men’s deodorant category in the last year, spearheaded by Unilever. The company plans to introduce the technology to all three of its major APD brands, starting with Rexona/Sure and Axe/Lynx in 2025, and with Dove set to follow.
The format will resonate particularly with younger consumers. In the UK, 76% of Millennial deodorant users have used or would be interested in a deodorant/antiperspirant that can be used for the whole body, and in the US 32% of deodorant users aged 18-34 have used whole-body deodorants/antiperspirants in the past 12 months.
Lynx has also translated women's intimate hygiene products into the male grooming category. Lynx’s Lower Body spray claims to be ‘gentle on skin even down there’. Meanwhile, Dove’s Whole Body Deodorant Coconut & Vanilla Scent Cooling Spray ‘sprays at any angle and is dermatologist tested, suitable to use on pits, chest, toes or anywhere you want whole body freshness,’ while promising 72 hours of odour control and an “instant cooling sensation”.
Sensoriality will become increasing important to deodorant consumers who are feeling the heat of global climate change. Sea Breeze’s Ice Type Frozen Mint Deo & Water Spray, relaunched in Japan in May 2025, takes this cooling sensation up a notch. The spray claims to combat odour and stickiness while lowering skin temperature by -5°C immediately after spraying, ‘reviving a feeling of freshness every time you sweat’.