Duradry, a brand targeting the 10% of consumers who sweat excessively, has created an innovative three-product routine that aims to optimise the wearer’s chance of staying dry 24 hours a day.
Rather than relying on a traditional once daily application with a roll-on or spray, the brand has created a three-stage process that involves using different types of products at different times of day. One of the items is a traditional roll-on anti-perspirant and deodorant, referred to as AM because it should be applied in the morning. This product works in concert with the PM and Wash products. Duradry PM is a gel that should be applied to the underarms before bedtime. It is said to work with the body’s sweat glands to minimise sweat while the user is asleep. The final piece of the system is Duradry Wash, which users are instructed to apply to the worst affect areas when they shower. This deodorises the skin and primes it for applications of the AM and PM products.
While Duradry only serves a small segment of the market, the way it deconstructs and reimagines a traditional product category has further applications within the deodorant sector and beyond.
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