Introduction of deodorant

A deodorant is an important personal product that guards against excessive sweating and odor.Deodorants are a vital product during summer months. They come in different fragrances and forms. There are expensive designer brands all the way through to relatively unknown on sale deodorants; there are so many to choose from all doing one thing for you: preventing body odor and reducing excessive perspiration. Most deodorants come in basic forms such as sticks, roll-ons, and sprays. It depends on you as to which one would best suit you. Sticks are made of fats that are converted in to a block and placed directly on the underarm. Roll-on are liquid-type deodorants that are applied to the specific area with the use of a device called rolling applicator. Sprays on the other hand, are vaporized deodorants in a pressurized container that are released with the use of an accelerant. One should be aware that some deodorants, especially roll-ons, will stain clothes so allow a few minutes for it to dry before wearing any clothing that will come into contact with the deodorant. Almost all commercial deodorants in the market are alcohol-based. The alcohol serves as an antibacterial agent to eliminate odor causing bacteria. Deodorants may contain chemicals like triclosan to increase its antibacterial powers. Most mens deodorants also contain anti-perspirant ingredients like aluminum. This chemical is responsible for reducing excessive perspiration by clogging the pores of your skin. It might also contain fragrance oils to hide foul odor. A recent study indicated that aluminum found in most deodorants can cause serious skin problems like dermatitis and trigger skin allergies. There are some health groups that accused aluminum, a main ingredient in deodorants, as a hazardous chemical that causes diseases like breast cancer, renal dysfunction and Alzheimers. These studies have remained inconclusive and health authorities continue to allow the chemical to be used in deodorants. Most people pick a deodorant based on their budget. It is recommended that you pick one that would work for you. Always keep in mind that deodorant only helps you stop body odor, good personal hygiene practices in keeping yourself fresh and clean will also stop the body odor.

Overview of deodorant
Human perspiration is largely odorless until it is fermented by bacteria that thrive in hot, humid environments. The human underarm is among the most consistently warm areas on the surface of the human body, and sweat glands provide moisture, which when excreted, has a vital cooling effect. When adult armpits are washed with alkaline pH soap, the skin loses its acid mantle (pH 4.5 - 6), raising the skin [9] [10] pH and disrupting the skin barrier. As many bacteria thrive in this elevated pH environment, this [10] makes the skin susceptible to bacterial colonization. The bacteria feed on the sweat from the apocrine glands and on dead skin and hair cells, releasing trans-3-Methyl-2-hexenoic acid in their waste, which is [11] the primary cause of body odor. Underarm hair wicks the moisture away from the skin and aids in keeping the skin dry enough to prevent or diminish bacterial colonization. The hair is less susceptible to [12] bacterial growth and therefore is ideal for preventing the bacterial odor.

Deodorants are classified and regulated as cosmetics by the U.S. Food and Drug [1] Administration (FDA) and are designed to eliminate odor. Deodorants are usually alcohol-based. [13] Alcohol initially stimulates sweating, but may also temporarily kill bacteria. Deodorants can be formulated with other, more persistent antimicrobials such as triclosan, or with metal chelant compounds that slow bacterial growth. Deodorants may containperfume fragrances or natural essential oils intended to mask the odor of perspiration. Deodorants combined with antiperspirant agents are classified as drugs by the FDA. Antiperspirants attempt to stop or significantly reduce perspiration and thus reduce the moist climate in which bacteria thrive. Aluminium chloride, aluminium chlorohydrate, andaluminium-zirconium compounds, most notably aluminium zirconium tetrachlorohydrex gly and aluminium zirconium trichlorohydrex gly, are frequently used in antiperspirants. Aluminium chlorohydrate and aluminium zirconium tetrachlorohydrate [14] gly are the most frequent active ingredients in commercial antiperspirants. Aluminium-based complexes react with the electrolytes in the sweat to form a gel plug in the duct of the sweat gland. The plugs prevent the gland from excreting liquid and are removed over time by the natural sloughingof the skin. The metal salts work in another way to prevent sweat from reaching the surface of the skin: the aluminium salts interact with the keratin fibrils in the sweat ducts and form a physical plug that prevents sweat from reaching the skins surface. Aluminium salts also have a slight astringent effect on the pores; [15] causing them to contract, further preventing sweat from reaching the surface of the skin. The blockage of a large number of sweat glands reduces the amount of sweat produced in the underarms, though this may vary from person to person. Over-the-counter products labeled as "natural deodorant crystal" containing the chemical potassium [16] alum have gained new-found popularity as an alternative health product. A popular alternative to modern commercial deodorants is ammonium alum, which is a common type of alum sold in crystal form and often referred to as a deodorant crystal. It has been used as a deodorant throughout history in [citation needed] Thailand, the Far East, Mexico and other countries. Deodorants and antiperspirants come in many forms. What is commonly used varies in different countries. In Europe, aerosol spraysare popular, as are cream and roll-on forms. In the United States, solid or gel forms are dominant.
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History of deodorant
In the 9th century, Ziryab introduced under-arm deodorants in Al-Andalus. In 1888, the first commercial deodorant, Mum, was developed and patented by a U.S. inventor in Philadelphia, Pennsylvania, whose [2] name has been lost to history. The small company was bought by Bristol-Myers in 1931 and in the late 1940s, marketing executive Edward Gelsthorpe decided to develop an applicator based on the newly [2] invented ball-point pen. In 1952, the company began marketing the product under the name Ban Roll[2] [2] On. The product was briefly withdrawn from the market in the U.S. It is once again available at [3] retailers in the U.S. under the brand Ban. In the UK it is sold under the names Mum Solid and Mum [2] [18] Pump Spray. Chattem acquired Ban deodorant brand in 1998 and subsequently sold it to Kao [19] Corporation in 2000. The modern formulation of the antiperspirant was patented by Jules Montenier on January 28, [4] 1941. This patent addressed the problem of the excessive acidity of aluminium chloride and its [20] excessive irritation of the skin, by combining it with a soluble nitrile or a similar compound. This formulation was first found in "Stopette" deodorant spray, which Time Magazine called "the best-selling
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deodorant of the early 1950s". "Stopette" gained its prominence as the first and long-time sponsor of the game show What's My Line?, and was later eclipsed by many other brands as the 1941 patent expired. In the early 1960s, the first aerosol antiperspirant in the marketplace was Gillette's Right Guard, whose [21] brand was later sold toHenkel in 2006. Aerosols were popular because they let the user dispense a [13] spray without coming in contact with the underarm area. By the late 1960s, half of all the antiperspirants sold in the U.S. were aerosols, and continued to grow in all sales to 82% by the early [13] 1970s. However, in the late 1970s two problems arose which greatly changed the popularity of these [13] products. First, in 1977 the Food and Drug Administration (FDA) banned the active ingredient used in [13] aerosols, aluminium zirconium chemicals, due to safety concerns over long term inhalation. Second, the Environmental Protection Agency (EPA) limited the use of chlorofluorocarbon(CFC) propellants used [13] in aerosols due to awareness that these gases can contribute to depleting the ozone layer. As the [13] popularity of aerosols slowly decreased, stick antiperspirants became more and more popular. Today, [13][where?] sticks are the most popular type of antiperspirant.
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Brand value
TRENDS

As consumers continuously looked for innovation in products, the leading manufacturers were pushed to launch a range of deodorants in 2011, including Nivea for Women, Secret and Dove Beauty Finish. Innovation emerged as the key trend which helped marketers to push brands to consumers. For instance, Dove included mineral pearlescent mica, which is known to enhance the natural look of the skin.

COMPETITIVE LANDSCAPE

Hindustan Unilever continued to dominate deodorants with a value share of 29% in 2011. The company has a strong brand portfolio, and its brand Axe alone continued to account for a significant share of value sales.

PROSPECTS

Continuous innovation and increasing uptake by manufacturers will continue to drive sales of deodorants. Deodorants are likely to get a further push thanks to rising rural penetration and deepening distribution networks during the forecast period 2011-2016.

Objectives 1. 2. 3. 4. 5.

Top five brands of deodorants 1. 2. 3. 4. 5. BRAND DETAILS

AXE Deodorant & Bodyspray Gillette Old Spice Rexona Tommy Hilfiger