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

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