A mature market in the U.S., deodorants have seen sales hovering just above the $1.2 billion mark for the past couple years. This saturation, combined with brand loyalty and a focus on performance by consumers, has created a category driven by innovations. Brands like Axe promise a high level of sweat protection, while others, like Degree, claim their formula adjusts its protection based on the user’s stress level. Unilever has developed deodorants for its various lines that contain odor ...
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