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Brief Published: 15 May 2018

Type: A’s Next-Gen Natural Deodorants

Type: A

Tapping the rise in demand for eco-friendly personal care and fitness-inspired beauty products, US start-up Type: A’s natural deodorant range targets active consumers.

With a tagline of “the more you sweat, the harder it works”, the smart deodorant features aloe vera, coconut oil and arrowroot powder sourced from California to absorb moisture and hydrate the skin. The sweat-activated formula mimics a time-released effect that fights off bacteria, as safe synthetics such as glycerine are used to channel the aluminium-free, antiperspirant ingredients. 

The unisex range consists of two cream-based deodorants. The Visionary combines citrus and herbal notes and The Minimalist is 100% fragrance- and essential oil-free. Both products are housed in a tube, which is perforated by three holes to let the formula through.

Wearers are encouraged to swipe on a pea-sized amount of the lightweight formula onto dry armpits like a stick. This is a key selling point for the brand, as most of the natural deodorants on the market have to be applied using consumers’ fingertips.

The launch signals an uptick in natural and organic product innovation in an untapped category – only 25% of US consumers purchase natural deodorant (Mintel, 2017). We believe this market has not been explored properly, as many natural deodorant formulas are not effective enough to combat excessive sweat.

For more on strategies that target the active community in other categories, see Elevating Active and Millennial Fitness Update: Tech Tones Up. Also look out for Stylus’ report Sports Beauty Steps Up for the latest developments.