Deodorant trends
This article was originally published in The Rose Sheet
Executive Summary
With numerous deodorant/antiperspirant SKUs on the market, women are building collections of underarm products and varying their use as they do with fragrances, says Miriam Quart, president of advertising agency Madison Avenue Consortium. "Just as you see women with five or six different fragrances on her dresser, they pretty much have between three or four [underarm products] and accessorize depending on what they are doing that day," she said during an Oct. 21 interview in which she touched upon several deodorant/antiperspirant trends. Quart's agency was assigned by Helen of Troy's Idelle Labs division to re-establish "personalities" for the firm's recently acquired Sure deodorants and Pert Plus hair care brands (1"The Rose Sheet" Oct. 25, 2010)