King of Shaves rolls out no-aluminium deodorant

UK deodorant manufacturers are under pressure to remove the aluminium from anti-perspirants following moves in the US to overhaul the products’ packaging.

Male grooming company King of Shaves has already teed up what it claims to be the first mass-market launch of aluminium-free anti-perspirants in the face of fears over links between the metal and diseases such as breast cancer.

Industry observers say there is growing pressure from organisations such as the Women’s Environmental Network to remove potentially harmful ingredients.The worries are mainly over an unproven link between aluminium, the active ingredient of most anti-perspirants, and breast cancer. Links to other conditions, such as Alzheimer’s, have also been mooted.

King of Shaves plans to launch the range in the UK and US under the King of Deodorants brand, which will claim to be the “world’s first aluminum-free anti-perspirant deodorant”. The brand will carry the tagline: “No Sweat, it’s the Best!”King of Shaves chief executive Will King says the launch will be backed by a significant ad campaign. The company is searching for an ad agency to develop its ideas for the launch. King says: “The FDA says there could be harm in having aluminium under the armpit so we will be the first to offer a mainstream alternative.”

A European Journal of Cancer Prevention study earlier this year suggested that aluminium compounds found in many deodorants might lead to an increased cancer risk, although a number of other studies have questioned the claim.

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