3 minute read
Enhanced sweat and odour protection
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.
Deodorants 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 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 species (band 3/peak 4), compared to standard aluminium chlorohydrate. It is appropriate for aqueous formulas, including roll-ons, creams, sprays and gels, and supports the efficacy claim of extra effective, or all day extra effective protection. Reach 701L provides a minimum of 24-hour sweat and odour protection during normal application.
Ultra Zag A77 is the highest performing aluminium zirconium tetrachlorohydrex glycine active, which will support 48-hour protection claims. This active is designed for use in anhydrous suspension sticks, roll-ons and soft solids.
Did you know?
According to Euromonitor International, in South Africa Unilever continued to lead deodorants in value terms in 2019, mainly due to the strength of its leading two brands, Shield and Axe. Both these brands also remained leaders this year within the overall deo and AP category. The long-standing presence of Shield and Axe contributes to their success, as they are associated with quality and efficacy.
The key properties of Ultra Zag A77 include a reduction of perspiration from underarms, hands and feet; a reduction of underarm odour (or deodorancy); and antimicrobial against gram positive micro-organisms.
Ultra Zag 88L is a patented highperforming solution of aluminum zirconium tetrachlorohydrex glycine, consisting of the optimum Zr polymer species and an additive to maintain extended stability over time. This active ingredient blend is designed for use in all water-based formulations, such clear gels, emulsion roll-ons and emulsion creams. Ultra Zag 88L also reduces perspiration from underarms, hands and feet, and offers deodorancy benefits by reducing underarm odour.
The technical expertise of Elementis in active ingredients and formulation development can provide sustainable solutions to improve speed to market and processing costs while assisting with energy reductions.•
