Fragrance is one of the most important purchase drivers in APD. In Europe, depending on the country, scent is as important, or nearly as important, as the branding.
In Germany for instance, nearly half of consumers choose an APD because they like the scent. In the UK, the brand factor is more important with 44% of users chose an ADP because it is a brand they trust and up to 45% of French choose the same product as they always buy.
This highlights the key role that fragrance has in this category, alongside functionality and long lasting protection.
Fine fragrance deodorants create new opportunities
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