The Future Laboratory

Stat: Deodorant usage declines among young consumers

While sales of personal cleanliness products like soap have grown in the past year, deodorant sales have declined, particularly among young consumers.

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Beauty

Stat: Younger generations turn their noses up at deodorant

According to recent data from YouGov, Generation Z and Millennial consumers are actively choosing not to wear deodorant or anti-perspirant.

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Marketing & Branding

Magic moments

US – Mainstream men’s fragrance brand Axe has finally ditched its passé babe-magnet ads with a more modern depiction of diversified male beauty.

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Culture & Media

Muscling in: Interactive ad is music to the ears

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Europe

Sure thing: Deodorant campaign hits game trail

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Culture & Media

Comic effect: AXE gives fans a graphic display

New York – Digital agency Razorfish has created a campaign to launch Anarchy, a new deodorant for women from toiletry brand AXE, known as Lynx outside the US, by open-sourcing the storyline of a graphic novel on social media.

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Europe

Smelly teens drive innovation in the personal care market

Browsing Deodorant

Stat: Deodorant usage declines among young consumers

Stat: Younger generations turn their noses up at deodorant

Magic moments

Muscling in: Interactive ad is music to the ears

Sure thing: Deodorant campaign hits game trail

Comic effect: AXE gives fans a graphic display

Smelly teens drive innovation in the personal care market

Browsing Deodorant

Stat: Deodorant usage declines among young consumers

Stat: Younger generations turn their noses up at deodorant

Magic moments

Muscling in: Interactive ad is music to the ears

Sure thing: Deodorant campaign hits game trail

Comic effect: AXE gives fans a graphic display

Smelly teens drive innovation in the personal care market