This week cans of 150ml and 250ml Sure Men, Dove Men+ Care, Lynx and Vaseline Men started rolling out, in stores, in a compressed format. They contain the same amount of product as a standard can.

Last year, the consumer goods giant halved the size of its standard female deodorant range.  Its 150ml decreased to 75ml and now the new technology will be rolled out to its 250ml range.

The innovation will help Unilever move towards two of the key targets in its Sustainable Living Plan: to halve the greenhouse gas impact of products across the lifecycle by 2020, and to halve the waste associated with the disposal of products by 2020.

Unilever has sold approximately 12m cans of compressed deodorant, resulting in an aluminum saving of 77 tonnes – equivalent to 38,000 bicycles.  This means that more than 40% of Unilever UK & Ireland’s entire aerosol deodorant portfolio will be compressed by the end of the year.

The new cans require up to 50 % less propellant but last just as long and use up to 25% less aluminum, enabling the reduction of carbon footprint of Unilever’s male deodorant category. Switching to the new compressed can reduces the overall carbon footprint of the product by up to 25%, according to Unilever.

Unilever has invested more than £20m into a new production line in its Leeds factory, the largest deodorants’ factory in Europe. The factory is co-located with Unilever’s global deodorant R&D facility where both the format and the product innovation were developed. 

Unilever Personal Care vice president for Brand Building Mark Bleathman said: “Our female shoppers have embraced our compressed cans since our launch to market one year ago and the combination of an appealing and convenient format, with lasts-as-long efficacy, and improved sustainability credentials has proven to be very popular. 

“The success so far in our women’s deodorants range gives us great confidence as we bring this to the male deodorant market.”

WRAP Design and Waste Prevention director Richard Swannell added:  “It is great to see Unilever roll out the new compressed aerosols to their male ranges and we hope the male consumer embraces the benefits as strongly as female users have.  WRAP applauds Unilever’s leadership role in making this ‘step change’ in the aerosol format.

“This is exactly the type of innovative initiative that the WRAP is encouraging retailers and brands to explore as Courtauld Commitment signatories – delivering environmental benefits and added consumer appeal.”

Liz Gyekye

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