Degree launches Degree Advanced formula with “Gray T-Shirt Challenge” on social media with Cody Rigsby
03 Mar 2022 --- Unilever brand Degree has released its Degree Advanced antiperspirant for US markets. The new formula is said to deliver Degree’s “longest-lasting protection yet” of 72 hours, and is intended for active users who exercise. The deodorant’s active ingredient, aluminum sesquichlorohydrate, is a kind of aluminum salt that acts as an antiperspirant agent.
A spokesperson for Degree tells PersonalCareInsights: “Sesquichlorohydrate is activated with calcium and glycine to help to lock in aluminum particles, generating smaller and more efficacious antiperspirant complexes that suppress the eccrine (major) sweat glands to keep sweat from reaching the skin’s surface.”
The range is reportedly made with motion-activated capsules which release fragrance with every move, keeping skin dry and eliminating the need to reapply.
The spokesperson adds the range’s formula contains the same levels of aluminum salts as all of Degree’s other deodorants, but that Degree Advance’s formula “works harder and faster” to reduce sweat.
The Degree Advanced formula is said to reduce perspiration by more than 40%.“In order to qualify as an antiperspirant, products must reduce sweat by 20% and Degree Advanced is proven to more than double that amount of protection,” says the spokesperson.
A crowdsourced marketing strategy
Degree’s spokesperson also highlights how the company’s consumer engagement strategy utilizes social media to reach people in a way that allows them to be a part of something bigger than themselves. This creates a sense of importance for the consumer.
“Doing so through campaigns or challenges on platforms like Instagram and TikTok is a great way because it creates those engagement opportunities and invites people to display their self-identify and put their personal touch on the message and even larger cultural trends.”
The spokesperson highlighted that when products get picked up by large influencers, it can create even more buzz and incentivize others to get involved in the spread of awareness regarding the product.
“We are seeing this come to life with our Gray T-Shirt Challenge and our launch partner Cody Rigsby, who embodies the brand mission and puts his personal touch on the message when putting our product to the test.”
Social media challenges like the Gray T-Shirt Challenge also give Degree Advanced’s “clinically-proven” formula a platform to showcase its efficacy.
“With consumers thinking much more critically about the products they engage with in recent years, we know there’s a desire to uncover if products actually do what they claim to do – and our challenge does just that.”
Cody Rigsby, a social media influencer with a large following and positive overall message, was therefore a prime choice for Degree’s campaign. “He has such a large, devoted fanbase, we were confident that he’d be able to influence consumers to join in on the challenge. "
By Olivia Nelson
