Need Gap Analysis

Harmful effects of Deodrants

Deodorants play a very important role in daily care routines of individuals. All across the globe, people use these products to get rid of the body odour caused by bacterial breakdown of perspiration in armpits and other areas of the body. However, deodorants and antiperspirants have been a contentious issue for a long time. It has been learnt that the chemicals in these products can cause cancer, Alzheimer’s and other allergic reactions. Most deodorants contain a list of toxic chemicals, such as triclosan, parabens, TEA, FD&C colours, DEA, aluminum chlorohydrate and Talc. Research studies indicate that aluminum compounds in the deodorants block the sweat glands thereby preventing the removal of toxic substances from the body. Both aluminum and parabens cause changes in the estrogen receptors of breast cells. TEA can cause allergic reactions while DEA can cause liver and kidney damage if absorbed in the body for a long time. Triclosan, an artificial anti-microbial chemical, may even cause contact dermatitis and disrupt thyroid functions.

Studies & Findings

A study conducted by the European Journal of Cancer Prevention in 2003, on interviewing 437 women, reported that women who applied antiperspirants and deodorants at least twice a week developed breast cancer approximately 15 years prior to women who didn’t apply the same.

World Health Organization linked high level of deodorant use to higher risk of contracting the Alzheimer’s disease, given the Aluminum compound in the deodorants.

Another study conducted by the Journal of Applied Toxicology in 2004, on testing 20 breast tumor samples, reported that parabens in deodorants could be absorbed through skin and result in higher risk of contracting breast cancer.

With increased awareness of the harmful effects of deodorants and antiperspirants, the need for organic and antibacterial deodorants and antiperspirants has become more pressing. The current market for antibacterial deodorants in India has still not developed with very few products available in this segment. It has also been reported that the antibacterial deodorants contain triclosan which has several repercussions on the health of the user.

This is the need we aim to satisfy with our product, FreshX. With strong fragrance as core value, we shall also focus on an essential benefit of non-harmful ingredient for killing bacteria.

The perceptual map shows how consumers perceive select deodorants. As can be observed, there are very few deodorants in the wellness/care category catering to both male and female sections. And there is no deodorant providing medicinal value. So, FreshX will have the first mover advantage.

Value Proposition

Value to the customer: As explained before, there is an unstated need for antibacterial deodorants which do not have side effects on the user. We seek to provide the following values to the users:

1. Functional: It serves the basic purpose of providing strong and long lasting fragrance. Along with that, the product has antibacterial properties and does not cause health hazards. The product leaves no stains on clothes. The product is available in (3-4) fragrances.

2. Economical: The product will be priced at a slight premium given its medicinal value. [Please add promotional discounts. Also, since were targeting the niche segment, I am not too sure about the competitive pricing aspect]

Target Audience: Since this is a niche offering, our target group is restricted to urban population in Tier 1 & 2 cities. The target group has been selected on the basis of following assumptions:

1. The urban population is more health conscious and aware of the harmful effects of current range of deodorants. They shall make a conscious effort to purchase natural and organic deodorants.

2. The target group is of sufficient income level and is hence, not price sensitive to the selection of deodorants. The target group is utilitarian and experimental in its approach.

Differentiators: There is no product in the market currently offering both fragrance and medicinal value. FreshX contains natural extracts of Tulsi and Neem among other herbs, unlike other antibacterial deodorants containing triclosan. Moreover, as pointed before, the product does not leave white stains when applied.

Reasons to believe: Customer testimonials across the globe supporting natural organic deodorants.

1. “It keeps me dry all day, even those days when I’m particularly nervous about having to give a presentation and I inadvertently wear a shirt containing synthetic fibres” (*)

2. “The natural deodorants I tested are all free of the harsh toxic chemicals and are cruelty-free”

Positioning

Positioning Statement [To be done by Shashwat]

The product will cater to the niche segment of high income earning individuals in Tier 1 & 2 cities who shall make a conscious effort to take care of their health.

Points of Parity: As elucidated in the value proposition, FreshX provides strong and long lasting fragrance. Like other deodorants, it is available in different variants.

Points of Difference: FreshX has antibacterial properties and does not cause health hazards. Unlike many other deodorants, it leaves no stains (white marks) on clothes. The product uses natural herbs instead of chemicals to kill bacteria. The product is will be available at select stores given the niche target group.

References

1. ‘Dangerous Chemicals in Deodorant & Antiperspirant: A Detailed Review of the Chemicals, Research & Avoidance Tips’. Natural Cosmetic News. (Link: http://www.naturalcosmeticnews.com/toxic-products/dangerous-chemicals-in-deodorant-antiperspirant-a-detailed-review-of-the-chemicals-research-avoidance-tips/)

2. ‘Natural deodorant’. By Diana in March 2012. Website - Eco products that work. (Link: http://ecoproductsthatwork.com/deodorant/) (*)

3. ‘Natural Deodorant Review!’. (Link: http://kriscarr.com/blog-video/kris-carr-natural-deodorant-smackdown/)(**)