Elida launch to shake up deodorants

Elida Fabergé is planning to shake up the 320m deodorant market by launching the first concentrated anti- perspirant deodorant.

Elida Fabergé is planning to shake up the 320m deodorant market by launching the first concentrated anti- perspirant deodorant.

Sure Microspray is being tested in East Anglia and if successful will be rolled out nationally.

The Sure can is half the size of the regular 150ml version and is also more compact.

To prevent the concentrated spray from clogging, Elida has developed a new spray mechanism that will also ensure only an amount equivalent to the standard amount is used.

Although Sure is the first brand to use this technology, Elida may well use it, if the tests are successful, to bolster its leading deodorant brand Lynx. Lynx had a 19.3 per cent of the market by value in 1995 (Datamonitor).

Sure is the second brand with 16.8 per cent of the market by value in 1995.

Elida dominates the UK’s body spray market for men and women with Lynx, which has 42 per cent of marketshare by value, and Impulse which has 22 per cent of marketshare.

The company declined to comment on the whereabouts of the test, or to provide details on how well it is doing.

See news analysis, page 18

Latest from Marketing Week

Marketoonist on whack-an-idea


Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here