Dove survey reveals top product for consumer confidence

In a recent survey, the Unilever-owned personal care player asked women from across consumer groups which daily routine products make the biggest impact on their confidence.  

In findings which are no doubt music to the deodorant-manufacturer’s ears, underarm deodorant products apparently pipped other major categories, including makeup and toothpaste, to the post when it came to body confidence.

King of the categories​

According to Dove, the survey was conducted by Edelman Intelligence and includes insights from 1,574 women across the US aged 18 - 54.

It found that among respondents, deodorant was twice as important as toothpaste, four times more than foundation, and ten times more essential than mascara for boosting a positive sense of self.

The study found that deodorant was twice as important as toothpaste, four times more than foundation, and around eight times more essential than mascara.

Relating specifically to deodorant, the 87% feel self-conscious when they haven’t used it, with 67% stating they then distance themselves from others as a result, with 47% also heading home to apply it.

Multi-function a must-have​

Going forward, the survey results make clear that to get ahead in the deodorant category, brands need to be incorporating multifunctional benefits into their products.

“The survey showed 88% of women agree they would prefer a deodorant that also provides skin care benefits in addition to odor and wetness protection,”​ Dove confirmed in a statement.

“While odor and wetness protection spring to mind when thinking about caring for underarms, nearly two in three women say they have experienced another type of issue, whether it be irritation, uneven skin tone, dry skin or red marks.”​

Multifunctional benefits are increasingly in demand from beauty and personal care consumers globally, driven by the recent rise in K-beauty colour cosmetics, where single products which offer multiple uses and applications are popular.