Poll: Nearly Half of Young Adults Do Not Use Deodorant

A recently published YouGov report found that nearly four in ten people between the ages of 18 and 24 do not regularly use deodorant products.

A fragrant number of millennials and members of Generation Z are foregoing measures to curb their body odor. “Nearly 40 percent of 18-24 years olds [sic] say they haven’t applied either of the products in the last month,” Data Products CEO Ted Marzilli wrote in reference to deodorant and antiperspirant. “The numbers change slightly for 25-to-34-year-olds, 31 percent of whom also haven’t used deodorant in the last month.”

According to the study, “More than 37 percent of 25-to-34-year-olds say they haven’t purchased these products in the last year and 48 percent for 18 to 24-year-olds say the same.” Yet it is not about a lack of hygiene habits — these young people fall in line with the rest of the population by most other metrics of self care.

Companies now must divine whether the problem is ineffective sales practices or if the market is just dwindling. Highlighted by the article, one company called Schmidt’s Natural Deodorant is launching a marketing experiment to find out — with Justin Bieber, of all people, front and center. Marzilli explained:

This demo, 18-34-year-olds, is far more likely to have a positive opinion of Justin Bieber than the average American. Perhaps more importantly, they’re far, far less likely to have a negative opinion of him.

Bieber fans are also significantly more likely (55%) to agree with the statement “I enjoy watching advertisements with my favorite celebrities” than the national average (29%).

The new line of deodorant called Here+Now is “cruelty-free and plant-based,” something that has also proven to gain the favor of its intended audience. The company’s approach may breathe a breath of fresher air into the future of social interactions — or signal the inevitability of a new olfactory norm.