Recover the Relevancy & Penetration of Deodorants by tackling a key cultural-led barrier that is affecting Argentinean society and our business: Sedentarism.
The lack of movement due to physical inactivity, which was ignited during the Pandemic, is upsetting consumers’ health. Thus, if people don´t move and sweat, there’s no need to use deodorant – eroding our business momentum. Even though Rexona is the #1 Deodorants Brand in Argentina, our penetration has been experiencing a consistent downward trend, dropping almost 3pts on Dec 21 (vs. Dec 20) to 40%. We discovered that there was a direct correlation between the increase in sedentarism and our business decline.
How can Rexona help consumers to break this inertia, and allow them to re-incorporate movement in their lives?
