When it comes to choosing an anti-perspirant, women are more concerned about smelling great than saving their pennies, according to latest research*.
In a national survey conducted by well-known anti-perspirant brand, Soft & Gentle, one in five (20.4%) women agreed that they select their anti-perspirant based on its fragrance, while 19% consider cost the most important factor.
Rather than rely on scent to mask body odor, anti-perspirants work by preventing sweating in the first place. However, most of them also contain active deodorant which helps to reduce odor-causing bacteria and carries a fragrance that helps conceal its smell.
In line with the growing demand for more natural ingredients, one in 15 women surveyed felt it was important to know whether an anti-perspirant contains aluminum. Interest in aluminum-free anti-perspirants and deodorants has increased in recent years, as people’s lives become more diverse and the focus moves towards more natural alternatives including the option for vegan-friendly and aluminum-free variants.
Currently, there is now the ability to use a number of new and innovative ingredients in products to offer a more natural alternative. Bamboo and starch powders are used to dry sweat before it can combine with bacteria on the skin — the process which creates body odor. And plants such as horsetail and witch hazel work as natural astringents by causing skin cells to contract, thereby reducing the size of the pores.
One of the latest innovations in anti-perspirants is Soft & Gentle’s Aluminum-free anti-perspirant roll on range, which contains natural plant extracts (bamboo powder and horsetail as well as essential oil sage) and helps to provide more choice for consumers depending on their needs.
*The data was gathered in August 2018 via a Google online survey of 1,000 women living in the UK.
About Soft & Gentle
Soft & Gentle has been creating women’s personal care products for more than 40 years. Known for its gentle formulations and great fragrances, it is constantly innovating and evolving to deliver the ultimate in skin kindness.
For more information, please visit www.softandgentle.com