Product Research

Deodorants for men;

-          Lynx/Axe

-          Sure for Men

-          Dove for Men

-          Old Spice

-          Right Guard

Most male deodorant use bold coloured packaging; mainly blues, greens and greys. This will appeal because these colours are associated with cleanliness and are more typically connected to male colours. Although Old Spice has red packaging to stand out amongst the others it also is to indicate lust, danger, passion, but also has an older target audience.  Most deodorants have a unique selling point; 48h protection, antiperspirant, cooling effect, unique fragrance. The Dove for Men range try and use natural ingredients for the skin, this is a good idea as many people have sensitive skin.

Occasionally there are celebrity endorsements.

 

Many deodorant companies take advantage of global situations (the Olympics), and use celebrities to stand by their product during such occasions. The Olympians get sponsored and use the product, which entice the audiences to use the products, creating national interest in curtain products.