Contents:

Scopes and Themes What you need to know Definition Abbreviations and terms Abbreviations Terms Executive Summary Highlights Sales of antiperspirant/deodorant stand at $2.5 billion Men’s segment is the largest and has seen the most growth while unisex brands suffer Handful of companies account for nearly 90% of FDM sales Marketing moves away from efficacy toward gender-specific sex appeal Mass merchants gain at expense of grocers and department stores Usage is nearly universal but age and race/ethnicity determine how often and what kind Brands defined by their scent Product claims have not met potential Different brand images for different age groups Increased competition between fragrance, fashion, and deodorant products Niches remain to be filled Forecast Market Drivers Fragrance Figure 1: Selected attitudes toward antiperspirant/deodorant, December 2006 Fragrance makes the brand Figure 2: Reasons for switching brands, December 2006 The average man’s (teen’s) sex appeal Figure 3: Selected attitudes toward scent, by gender, December 2006 Figure 4: Purchase or use of perfume/aftershave/cologne in teens, by gender, 2001-06 Gender-specific products are the focus while unisex falters Figure 5: Selected attitudes toward scent, December 2006 Scented products are hot, but Americans are getting older Figure 6: Growth of the U.S. population, by age, 2001, 2006 & 2011 Figure 7: Growth of the U.S. population, by race/ethnicity, 2001, 2006 & 2011 Market Size and Trends Figure 8: U.S. sales of antiperspirants and deodorants, at current and constant prices, 2001-06 Figure 9: Marketing claims of new products released in the U.S., 2001-06 Market Segmentation Figure 10: U.S. sales of antiperspirant/deodorant, segmented by type, 2004 & 2006 Figure 11: Graph: U.S. sales of antiperspirant/deodorant, segmented by type, 2006 Figure 12: Market share of men’s, women’s, and unisex deodorant, 2001-06 Impact of Degree Men’s Figure 13: FDM sales of men’s deodorant, at current and constant prices, 2001-06 Women’s Figure 14: FDM sales of women’s deodorant, at current and constant prices, 2001-06 Unisex Figure 15: FDM sales of unisex deodorant, at current and constant prices, 2001-06 Supply Structure Companies and brands Figure 16: FDM manufacturer sales* of deodorant in the U.S., 2004 & 2006 FDM sales by manufacturer and brand Men’s Figure 17: FDM brand sales of men’s deodorant in the U.S., 2004 & 2006 Women’s Figure 18: FDM brand sales of women’s deodorant in the U.S., 2004 & 2006 Unisex Figure 19: FDM brand sales of unisex deodorant in the U.S., 2004 & 2006 Major companies and brands Procter & Gamble Unilever Dial Corporation (Henkel) Colgate-Palmolive Revlon Church & Dwight Advertising and Promotion Ad spend Figure 20: Media expenditures of selected antiperspirant/deodorant products, 2004-05 Trends in advertising Major brands Men’s Axe (Unilever) Figure 21: Axe Dry – Gamekillers (March 2006) Old Spice (Procter & Gamble) Figure 22: Old Spice Red Zone Clear Gel – Only man in the city (July 2006) Right Guard (Gillette, Henkel) Figure 23: Right Guard Sport Gel – Golfer with body odor (July 2006) Figure 24: Right Guard Xtreme Power Stripe – Female rollerbladers (March 2006) Mitchum (Revlon) Figure 25: Mitchum for Men – Green bottle (May 2006) Women’s Secret (Procter & Gamble) Figure 26: Secret Limited Edition – Share your secret (July 2006) Figure 27: Secret Platinum – Models tell their secrets (November 2006) Dove (Unilever) Figure 28: Dove Ultimate Clear – Assorted women (January 2006) Ban (Kao) Figure 29: Ban deodorant – Rocker girl (March 2006) Unisex Degree (Unilever) Figure 30: Degree for Men – Stinky son-in-law (September 2006) Figure 31: Degree for Women – Undercover cop (December 2005) Arrid (Church & Dwight) Figure 32: Arrid Extra Dry – Wetness protection program (February 2006) Retail Distribution Introduction Figure 33: U.S. sales of antiperspirants and deodorants, by channel, 2004 & 2006 Figure 34: Graph: Shares of sales, by channel, 2001-06 Figure 35: Average price per unit of antiperspirant or deodorant sold, by selected channels, at FDM excluding Wal-Mart 2001-06 Mass merchandisers Figure 36: U.S. mass merchandiser sales of antiperspirant/deodorant, at current and constant prices, 2001-06 Pharmacy, drug stores, health and personal care stores Figure 37: U.S. health, drugh, and personal care store sales of antiperspirant/deodorant, at current and constant prices, 2001-06 Supermarkets Figure 38: U.S. supermarket sales of antiperspirant/deodorant, at current and constant prices, 2001-06 Department stores Figure 39: U.S. Department store sales of antiperspirant/deodorant, at current and constant prices, 2001-06 The Consumer Introduction Summary Usage of antiperspirants or deodorants Figure 40: Usage of antiperspirants or deodorants, by age and gender, May 2005-June 2006 Figure 41: Usage of antiperspirants or deodorants, by age, May 2005-June 2006 Forms of deodorant and antiperspirant Figure 42: Physical forms of deodorant and antiperspirant, by gender, May 2005-June 2006 Figure 43: Physical forms of deodorant and antiperspirant, by age, May 2005-June 2006 Scented or unscented Figure 44: Scented and unscented deodorant/antiperspirant, by gender, May 2005-June 2006 Methods of odor control Figure 45: Methods of odor control, by gender, December 2006 Figure 46: Methods of odor control, by age, December 2006 Popularity of brands Figure 47: Use of antiperspirant/deodorant brands, by gender, May 2005-June 2006 Figure 48: Use of antiperspirant/deodorant brands, by age, May 2005-June 2006 Figure 49: Use of antiperspirant/deodorant brands, by household income, May 2005-June 2006 Attitudes toward antiperspirants/deodorants Figure 50: Attitudes toward antiperspirant/deodorant, by gender, December 2006 Figure 51: Attitudes toward antiperspirant/deodorant, by age, December 2006 Attitudes toward antiperspirant/deodorant brands and pricing Figure 52: Attitudes toward brands and pricing, by gender, December 2006 Figure 53: Attitudes toward brands and pricing, by age, December 2006 Figure 54: Attitudes toward brands and pricing, by household income, December 2006 Attitudes toward scent Figure 55: Attitudes toward scent, by gender, December 2006 Figure 56: Attitudes toward scent, by age, December 2006 Attitudes toward ingredients and staining Figure 57: Attitudes toward ingredients and staining, by gender, December 2006 Figure 58: Attitudes towards ingredients and staining, December 2006 Trial of products with specific ingredients and claims Figure 59: Trial of products with specific ingredients and claims, by gender, December 2006 Figure 60: Trial of products with specific ingredients and claims, December 2006 Amount spent on antiperspirant/deodorant Figure 61: Amount spent on antiperspirant/deodorant, by gender, December 2006 Figure 62: Amount spent on antiperspirant/deodorant, by age, December 2006 Figure 63: Amount spent on antiperspirant/deodorant, by household income, December 2006 Switching products Figure 64: Product switching, by age, December 2006 Reasons for switching brands Figure 65: Reasons for switching brands, by gender, December 2006 Figure 66: Reasons for switching brands, by age, December 2006 Figure 67: Reasons for switching brands, by household income, December 2006 Reasons for switching to a new product within the brand Figure 68: Reasons for switching products within a brand, by gender, December 2006 Figure 69: Reasons for switching products within a brand, by age, December 2006 Figure 70: Reasons for switching products within a brand, by household income, December 2006 Race/ethnicity Figure 71: Usage of antiperspirants or deodorants, by race/ethnicity, May 2005-June 2006 Figure 72: Physical forms of deodorant and antiperspirant, by race/ethnicity, May 2005-June 2006 Figure 73: Scented and unscented deodorant/antiperspirant, by race/ethnicity, May 2005-June 2006 Figure 74: Use of antiperspirant/deodorant brands, by race/ethnicity, May 2005-June 2006 Figure 75: Attitudes toward antiperspirant/deodorant, by race/ethnicity, December 2006 Figure 76: Attitudes toward brands and pricing, by race/ethnicity, December 2006 Figure 77: Attitudes toward scent, by race/ethnicity, December 2006 Figure 78: Attitudes toward specific ingredients and product claims, by race/ethnicity, December 2006 Figure 79: Trial of product with specific ingredients and claims, by race/ethnicity, December 2006 Figure 80: Amount spent on antiperspirant/deodorant, by race/ethnicity, December 2006 Figure 81: Product switching, by race/ethnicity, December 2006 Teens Usage of antiperspirants or deodorants Figure 82: Teen usage of antiperspirant or deodorant, by age and gender, May 2005-June 2006 Figure 83: Teen usage of antiperspirant or deodorant, by race/ethnicity, May 2005-June 2006 Physical forms of deodorant and antiperspirant Figure 84: Teen usage of physical forms of deodorants and antiperspirants, by age and gender, May 2005-June 2006 Figure 85: Teen usage of physical forms of deodorants and antiperspirants, by race/ethnicity, Scented or unscented Figure 86: Teen usage of scented or unscented antiperspirant/deodorant, by age and gender, May 2005-June 2006 Figure 87: Teen usage of scented or unscented antiperspirant/deodorant, by race/ethnicity, May 2005-June 2006 Popularity of brands Figure 88: Use of antiperspirant/deodorant brands among teens, by gender, May 2005-June 2006 Figure 89: Use of antiperspirant/deodorant brands among teens, by race/ethnicity, May 2005-June 2006 Future and Forecast Future trends Sex-marketed products to continue gaining share Invasion of fashion and fragrance brands Deodorants to occupy space in fragrance market Niches remain to be filled Market forecast Antiperspirants and deodorants Figure 90: Forecast of total U.S. sales of antiperspirants and deodorants, at current and constant prices, 2006-11 Men’s antiperspirants and deodorants Figure 91: Forecast of U.S. sales of men’s antiperspirants and deodorants, Women’s antiperspirants and deodorants Figure 92: Forecast of U.S. sales of women’s antiperspirants and deodorants, at current and constant prices, 2006-11 Unisex antiperspirants and deodorants Figure 93: Forecast of U.S. sales of unisex antiperspirants and deodorants, at current and constant prices, 2006-11 Forecast factors Appendix: Trade Associations Appendix: New Product Briefs Unilever, Axe Deodorant Body Spray Avon Products Pro Sport Daily Performance Deodorant Wipes Proctor & Gamble, Old Spice High Endurance Long Lasting Deodorant Stick Gillette, Right Guard Sport Cool Deodorant Giver Profumi, Versace Man Eau Fraiche Deodorant Stick Coty, David Beckham Instinct Deodorant Stick Gemini Cosmetics, KISS Him All Nite Deodorant Stick Tom’s of Maine, Natural Long Lasting Deodorant Coty, Adidas Action 3 Tech Ice Dive Deodorant Lucky Brand Cosmetics, Lucky Number 6 Deodorant for Men Jason Natural Products, Fragrance Free Deodorant Stick Unilever, Degree Women Ultra Clear Deodorant Kenzo Parfums, Amour Deodorant Stick Pure & Basic Deodorants Menscience Androceuticals, Advanced Deodorant Appendix: Exercise Enthusiasts Vigorous exercise Figure 94: Frequency of vigorous exercise, by gender, November 2006 Figure 95: Frequency of vigorous exercise, by age, November 2006 Figure 96: Frequency of vigorous exercise, by household income, November 2006 Figure 97: Frequency of vigorous exercise, by race/ethnicity, November 2006 Figure 98: Frequency of vigorous exercise, by region, November 2006 Appendix: Global New Product Developments Introduction Executive Summary Introduction Figure 99: Regional comparison, Sept. 2005-Sept. 2006 Latest Trends Deodorants targeted towards specific genders Male Figure 100: Number of new deodorants targeted at men, 2004-06 Female Figure 101: Number of new deodorants targeted at women Hypo-allergenic Figure 102: Number of new hypoallergenic products, 2004-06 pH neutral Figure 103: Number of new pH neutral products. 2004-06 Figure 104: Number of new products without additives or preservatives, 2004-06 Vitamin and mineral fortification Figure 105: Number of new products with vitamin & mineral fortification, 2004-06 Deodorants for teenagers Figure 106: Number of new products for teenagers (13-17 years old), 2004-06 Heat activated/body responsive No white marks Whitening deodorants remain popular in Asia Whitening products Figure 107: Number of new whitening products, 2004-06 Fragrance / Ingredient Trends Botanical/herbal ingredients Figure 108: Number of new botanical/herbal products, 2004-06 Green tea Forecast

Companies Mentioned

-Procter & Gamble -Unilever -Dial Corporation (Henkel) -Colgate-Palmolive -Revlon -Church & Dwight