Unilever launched its Anti-Marks Antiperspirant Technology that helps prevent white marks on dark clothes and the formation of yellow stains on white clothes.
The advanced, proprietary formulation – currently available in nearly 40 global markets and now available in the U.S. – will be featured in Dry Spray format across five brands: Degree Men, Degree Women, Dove, Dove Men+Care and AXE.
"As the global deodorants and antiperspirants leader, we're constantly talking with consumers about their personal care needs and know that yellow stains and white marks on clothes are among the top unmet category needs," says Matthew McCarthy, Unilever senior director of deodorants and men's grooming. "People are tired of unintentionally ruining their favorite white t-shirts or leaving behind embarrassing marks in the dressing room. We're proud and excited to deliver this innovation to the marketplace and provide a real solution for shoppers."
The new formula – incorporated in 24 variants – will be on shelves at food, drug and mass retailers nationwide starting in early December 2016. All offerings will carry a suggested retail price between $4.99 and $5.49 and feature 48-hour odor and wetness protection, as well as unique product benefits available in each brand.
Degree Women and Degree Men Ultra Clear Black+White Antiperspirants leave no white marks on black clothes and no yellow stains on white clothes. The exclusive no white mark and no yellow stain formula protects clothes from deodorant stains and offers 48-hour sweat protection.
Dove and Dove Men+Care Invisible Antiperspirants are formulated to leave no white marks on 100 colors of clothing. The formulas provide 48-hour protection.
AXE Anti-Marks Protection Antiperspirants leverage anti-marks technology that helps keep black shirts black and white shirts white.
The Dry Spray Anti-Marks Antiperspirant Technology launch will be supported by robust marketing initiatives across all five brands in 2017. Individual brand campaigns will include national advertising, in-store marketing and public relations efforts, as well as social media programming.