Deodorants in Chile

PROSPECTS

Aluminium-free and crystal deodorants, the future?

Despite being very niche, the interest in aluminium-free deodorants has become a reality for consumers worried about their health and are reading the ingredient labels. Some premium brands are starting to develop such products.

No brand loyalty and no differentiation lead to commoditisation

Deodorants is clearly a price-driven category. It is all about availability and buying shelf space.

Consumer awareness, fragrances and DIY options are disrupting the category

Prevention and health awareness have led consumers to read ingredient labels not only for food, but also for personal care items such as deodorants. The vegan and natural trends are also somehow impacting the category and a small number of consumers is migrating towards using just the fragrance they always use or using some handcrafted deodorant based on organic or natural ingredients such as coconut and baking soda.

COMPETITIVE LANDSCAPE

Petrizzio enters deodorants with Coty brands

The local producer Laboratorio Petrizzio SA changed its strategy in 2017 and decided to also manage several well-known brands from Coty Inc. This is how the company entered the deodorants category, with the brands adidas and Jovan Musk.

Mass brands enter “cruelty-free” space in deodorants

The cruelty-free trend has entered mass beauty and personal care products thanks to Dove, but it was already present through Godrej’s local brand Pamela Grant. The trend is set to grow as other players, including direct selling companies are looking into it.

Unilever leads the category

With the brands Axe, Dove and Rexona, Unilevers owns the top three preferred brands in deodorants in Chile, holding a large share, especially in men’s deodorants with the brand Axe.

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