FORMULATING FOR THE CONSUMER

The approach taken by manufacturers to encourage compliance has been to offer a wide choice in product form and aesthetics. Today’s consumers are accustomed to a variety of choices in their antiperspirant selection. It is clear, from even a cursory glance at the antiperspirant/deodorant shelves in any supermarket or pharmacy, that there is a wide range of aesthetic experiences acceptable to people. The desired experiences are delivered through a multitude of packaging presentations, both in size variation and product type. These include aerosol sprays, silicone/wax sticks, aqueous clear gels, and lotion-like creams. In addition, most antiperspirant brands provide a variety of fragrance options for their consumers. All of these variations cater to the consumer’s demands for both gender and ethnic preferences. Manufacturers long ago discovered that people tend to gravitate to the form that they are most comfortable with, which in turn ensures compliance leading to effective axillary wetness control. Importantly, the drive to meet the consumer’s demand for aesthetically appealing products applies globally to the antiperspirant market place.