Evaluating Whole-Body Deodorant Formats in Real-Life Use​

The Challenge:

A new range of whole-body deodorant formats needed to be assessed in real daily routines to understand how well they controlled odour, delivered freshness and protected different body areas such as thighs, feet, intimate zones and under-breast regions. The key challenge was determining which format performed most reliably, how usage varied by gender and activity level, and where improvements were required to strengthen confidence in all-day effectiveness.

The Solution:

A nine-day home usage test was conducted using a sequential design where each participant trialled three formats, spray, cream and stick, for three days each. Seven surveys per format captured first impressions, midday performance and end-of-day evaluations. All packs were blinded to remove bias. Feedback revealed how often products were applied, which body areas they were used on, and how different textures, fragrances and application styles shaped consumers’ perceptions of protection, confidence and all-day freshness.

The Result:

The study highlighted a clear hierarchy in real-world performance. The spray delivered the strongest protection, widest appeal and most convincing odour-control claims. The cream showed particular resonance with younger users, offering potential for moisturising or skin-care positioning, while the stick excelled for smooth application and suitability for delicate areas. Fragrance longevity emerged as a shared improvement opportunity. Together, these insights provided a clear direction for format prioritisation and future claim optimisation.

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