ABSTRACT
The antiperspirant and deodorant market offers a wider diversity of products than any other section of the personal care industry, with products available on most supermarket shelves around the world. Deodorants are defined as products which reduce axillary malodor, whereas antiperspirants offer both deodorancy and protection against underarm wetness. In the United States the Food and Drug Administration (FDA) further requires that antiperspirants provide at least 20% sweat weight reduction in a standard hot-room test. Given the wide variety of products available, to a newcomer the market seems complex. However, an understanding of the market can be gained from a study of its primary driving forces, namely, the needs of the consumer (which are similar around the world) and the unique feature of this market that the packaging also often forms the product applicator.
