SPRAYTechnology & Marketing Commentary Ava Caridad, Editorial Director How dry I am… When Unilever launched its Dove, Degree and AXE brand “dry spray” AP/deodorants in December of 2014, we all took notice. Market research had shown that spray AP/deodorants accounted for only about 25% of all AP/deo sales in the U.S., as opposed to approximately 50% globally. Unilever plainly wanted to make spray AP/deodorants popular again in the U.S. with these new launches, and it did. I was at a charity benefit last summer, and the MC waved her sleeveless arms around for the audience to see, waxing rhapsodic about how well the new Dove dry spray worked, that it didn’t stick to her clothes and that the spray was nice and soft. She also talked at length about how, when singing karaoke, it’s really awkward to stand there through the instrumental parts. Hey, it was a charity event. We at SPRAY wondered how long it would be before Unilever’s competitors rolled out their own spray offerings in a streamlined, ergonomic can that dried instantly without residue or stickiness. Wouldn’t be long, we told ourselves, because the existing Unilever products are pretty good. Well, it took about 15 months for Mitchum Advanced Control Spray AP/deo for men and women, (from Revlon), Arrid Dry Spray and Arm & Hammer UltraMax Confidence Dry Spray (both unisex and both from Church & Dwight) to launch into the U.S. market. So new are these products that, as we go to print, they have no reviews on Amazon.com. In fact, when SPRAY’s assistant editor and I went to our local “Discount Health & Beauty Outlet” to pick up a few samples, they weren’t even on the shelves yet. A nice store clerk found some in totes that were waiting to be unpacked and shelved. Good thing we were armed with photos of the products, because even the retail staff were a little fuzzy on what they were and where they should be. However, we feel that will change. Previous AP/deodorant sprays came with a powerful blast, which is what everyone likes about aerosols, although not necessarily aimed at their underarms; these new dry sprays have a gentle, effective spray, a quick drying time and are really a whole new way of marketing AP/deos. We await the updated statistics to see if aerosol AP/deodorants are becoming as well-liked and accepted in the U.S. as in the rest of the world. 6 Spray May 2016 Cynthia Hundley Publisher chundley@spraytm.com Ava Caridad Editorial Director acaridad@spraytm.com Christen Harm Assistant Editor charm@spraytm.com Montfort A. Johnsen Technical Editor montyjohnsen@att.net Susan Carver Vice President, Administration scarver@spraytm.com Doug Bacile National Sales Manager dbacile@spraytm.com Donald Farrell Production production@spraytm.com Joy Cunningham Reader Service Coordinator readerservice@spraytm.com Circulation circulation@spraytm.com Member: CAPCO Volume 26, No. 5 May, 2016 Industry Publications, Inc. All rights reserved. No part may be reprinted without written permission from the Publisher. Spray Technology & Marketing (ISSN No.1055-2340) is published monthly by Industry Publications, Inc. Correspondence for editorial, advertising and circulation to: 3621 Hill Road, Parsippany, NJ 07054 Phone: 973-331-9545 • Fax: 973-331-9547 Subscription inquiries: circulation@spraytm.com Internet: spraytm.com, twitter.com/SprayTechnology Periodical postage paid at Parsippany, NJ and at additional mailing office. POSTMASTER: Send address changes to Spray Technology & Marketing, 3621 Hill Road, Parsippany, NJ 07054. Subscription rates: U.S. 1-year $50.00; Canada & Mexico 1-year $60.00. Airmail Rates to foreign countries: $130.00/yr. Single copies of current issues: $12.00. Directory Issue (Buyers Guide) $27.00 (includes shipping). Missing issues: Claims for missing issues must be made within three months of the date of the issue. Printed in the U.S.A. Industry Publications, Inc. also publishes Indoor Comfort Marketing The opinions expressed in this publication are not intended to be, nor should they be interpreted as, a replacement for professional, legal advice. Editorial Director
Spray May 2016
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