Within each form category, each product was manufactured in approximately four to six different scents. Marketing encouraged consumers to mix and match form types and fragrances to come up with a deodorant that spoke to their individual tastes and needs. Another trend in underarm products was skin-friendly marketing. Products were introduced that contained such well-known skincare ingredients as aloe vera and vitamin E. They also allied themselves with brand names that were mainstays in the skincare industry. For instance, one of the products under the Secret brand was Secret Platinum and Olay, which made use of the famous skincare brand Oil of Olay. The Dove brand, originally a soap known for its moisturizing and gentle qualities, branched out into antiperspirants and deodorants in 2001, and marketing of these products highlighted their moisturizing and gentle effects on underarm skin as well as their strength at preventing odor.
Paralleling the interest in organic foods and health products in the two decades surrounding the turn of the twenty-first century, was the desire for cosmetics and toiletries that beautify and nurture with natural, non-toxic ingredients. Companies such as Tom's of Maine, Jason Natural Products, and Burt's Bees produced deodorants that were aluminum-free and made use of botanical ingredients such as hops, lemongrass, coriander, and lavender. L'Oréal acquired The Body Shop and Colgate-Palmolive acquired Tom's of Maine-evidence that traditional players in the industry saw value in the growing base of consumers interested in products containing natural ingredients.
In the first decade of the twenty-first century the antiperspirant and deodorant industry targeted the male consumer. Penetration into the male market had traditionally been lower than that of the female market. A rise of interest among men in cosmetics and toiletries in general led to their increased use of deodorants and antiperspirants. Sales to young men between the ages of 12 and 34 drove growth in the industry as whole.
Scent proved to be a leading factor in a man's choice of product, and body sprays such as Axe Body Spray Deodorant, Old Spice High Endurance, and Right Guard Sport, though not antiperspirants, appealed to young men with fragrance names such as Aqua Reef, Arctic Force, Voodoo, Vitality, and Tsunami. Marketing campaigns centered around sports-related promotions as well as the selling of image-men who use the product being appealing to women, men who use the product being risk-takers and adventurers. Within the male market, Mennen Speed Stick and Degree continued to be first choice among men between the ages of 35 to 44.
In continuing to target the female market, manufacturers promoted the skincare benefits of their products. Campaigns focused on the esthetics of products, such as their smooth, dry feel upon application, the freedom from worry provided by their long-lasting protection, and their conditioning qualities for delicate underarm skin. Within the women's category, age was also a factor. Dove Pro·Age, a line of toiletries, included antiperspirants and deodorants targeted to mature women. The Secret Sparkle collection targeted teenage girls.
