Deodorant

Deodorant

A mature market in the U.S., deodorants have seen sales hovering just above the $1.2 billion mark for the past couple years

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 th

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