AEROSOLS
Enhanced sweat and odour protection "Reach 701L provides a minimum of 24-hour sweat and odour protection during normal application�
Antiperspirant actives, based on inorganic aluminium salts, have been marketed for more than 60 years in various application formats. In this article we look at the trends in the deodorants and antiperspirants category as well as new antiperspirant actives from Elementis.
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eodorants are considered essential for South African consumers to maintain hygiene. According to a Mintel/GNPD August 2019 report, spray and rollon remain the most popular formats in Africa and the Middle East. In Africa in particular, these products also doubling up as fragrance for many consumers. The top five claims in antiperspirant and deodorant NPD in Middle East and Africa are longlasting up 67%, antiperspirant up 49%, male up 45%, female up 30% and alcohol-free up 31%. Efficacy is most important in this category, though consumers are also looking for natural ingredients in their deodorants. Despite their desire to save money, consumers value product performance. For instance, products driving sales are those deodorants which not only claim but also demonstrate proven additional benefits, as these products offer added value.
TRENDS AND DRIVERS Elementis, a global specialty chemicals company that offers performance-driven additives for innovative consumer care formulations, produces a range of advanced antiperspirant actives, which keep consumers dry and
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smelling great. This range of products is available locally from Millchem. According to Elementis, there are various trends driving developments within this category. These include health and wellness; a growing middle class in developing regions; and consumer demands such as multi-functionality, skin care benefits, clinical strength or long-lasting benefits, natural and clean formulations, as well as sustainability and portability. There are also regulatory drivers impacting the category. These include developments within chemical inventories such as REACH and China-compliance, FDA monograph restrictions, Ecocert and ISO 16128, as well as the European Commission cyclomethicone regulations
NEW ANTIPERSPIRANT ACTIVES Elementis continues to invest in its selection of innovative and efficacious high performance antiperspirant actives. The following three actives are its newest antiperspirant actives available in South Africa from Millchem. Reach 701L is a chemically activated calcium glycine liquid that contains more highperformance activated aluminium
