With Demand for Deodorant and Antiperspirant Down, Harry’s Enters the Category

The brand is counting on its connection with consumers and the rise of e-commerce to take market share

Harry's reported more than $350 million in revenue last year. Harry's

Much like fellow scent-enhancers mints and gum, demand for deodorant and antiperspirant declined in 2020. The need to smell good, it seems, doesn’t hold much sway in the age of social distancing, remote work and Disney+.

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@hiebertpaul paul.hiebert@adweek.com Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.