Launch marks company’s entry in AED 138 million women deodorant segment in UAE & Saudi Arabia
Dubai, UAE – August 25, 2016: Dabur International, has announced its entry into the Middle East’s women’s deodorant category with the launch of DermoViva Deodorants. The company aims to create a niche market for its aluminium chlorohydrate free deodorants in the highly popular women’s personal care segment which has a combined worth of AED 138 million in the UAE and Saudi Arabia. Several studies across the globe has revealed that deodorants and antiperspirants with aluminium chlorohydrate are not safe for repeated use on skin as they can cause breast cancer.
DermoViva Deodorant is available in four inviting variants of Invisible Dry, Dew Fresh, Active Sport, and Sensitive Care to address the need of different skin types. Specially formulated with innovative, natural, TRIPLE-HALO FORMULA of Sensiva, Fragrance and Natural Ingredients, it keeps under arms refreshed, energised and odour-free throughout the day. DermoViva deodorants have a special 24-hour protect formula, no white residue and they do not block skin pores.
Ashok Visweswaran, Dabur International, said: “Because of its properties to block the top of the sweat ducts under the arm to prevent sweat from escaping onto the skin surface, aluminium salts, including aluminium chloride, aluminium chlorohydrate, and aluminium zirconium chlorohydrate complexes are used as active ingredients by majority of deodorant and antiperspirant brands. Dermal absorption of aluminium has been detected even from single application and therefore its presence in deodorants is not considered safe as its long-term use can lead to high risk of cancers, including breast cancer.”
Dermoviva’s Invisible Dry variant is fortified with green tree extracts – a potent anti-oxidant – known to help in rejuvenating the skin, Dew Fresh, on the other hand, contains cucumber extract, which is rich in vitamins, to help soothe and hydrate the skin of the underarm area for long lasting morning freshness. The Active Sport variety provides intense protection from strong body odour as it is formulated with mulberry extract – an anti-oxidant. Lastly, Sensitive Care is enriched with shea butter extract – an excellent moisturizer – that helps makes skin under arms soft and supple.
“Following its market research that revealed the demand for natural, safe deodorants that do not cause harm to the skin, Dermoviva decided to launch its deodorant range in the Middle East. The 24-hour protect formula is available in four different variants to offer refreshing, odourless and smooth underarms. Enriched with natural ingredients, and Aluminium Cholorohydrate free DermoViva deodorants marks our entry into the region’s booming women deodorant segment and will soon capture a greater market share, concluded Ashok”
Dabur International, a wholly owned subsidiary of Dabur India, has an overall turnover of over USD 1.3 billion and a market capitalization of around USD 8 billion. Dabur’s International Business Division headquartered in Dubai is the cornerstone of its growth strategy, reaching a milestone of AED 1 billion within only eight years of its existence.