A deodorant that promises to reduce underarm hair growth is to go on sale next month.
The Sure and Dove hair-minimising deodorants are billed as the first to noticeably slow down the speed of hair growth. Manufacturer Unilever predicts the products will be so popular with women they will generate £10m in sales in the first year.
Researchers at the company have spent three years developing the pro-epil complex, which gradually makes underarm hair finer and noticeably slows down the rate of growth.
The range arrives in stores in January and Unilever expects sales of the standard Dove and Sure deodorants to drop by a third as the target audience of young females tries the new products.
Unilever spokesman Murray Bisschop told The Grocer magazine: "We are really excited to be opening up an entirely new segment in the deodorant category.
"This gives women an advanced added beauty benefit that no other deodorant brand currently offers."
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