Now, that confidence has been shaken by a wave of new marketing campaigns that suggest we’ve all been doing deodorant wrong.
According to the latest ads, if you’re not spraying deodorant across your entire body from your neck to your calves, even your toes, you’re doing it wrong. Whole-body deodorant is suddenly the new frontier in personal hygiene.
The All-Over Freshness Craze
Brands are leaning hard into the idea that every inch of skin needs deodorising. Sure’s latest all-body product boldly claims it can be used on “ta-tas, balls and bums.” Dove remixed Khia’s infamous 2001 hit into a deodorant jingle, swapping “My neck, my back” for “My neck, my back, my legs and pits, all that.”
Lynx has gone further still. In one ad, a basketball player loses a game because he’s too busy sniffing his opponent’s crotch. In another, a man sprays his backside in a cinema while a woman follows him around to get another whiff. The not-so-subtle message? Freshness is a full-body pursuit.
The Luxury Natural Deodorant Boom
If you’re not dousing yourself in all-body sprays, perhaps you’re experimenting with luxury natural balms. Brands like Get Fussy and AKT are redefining deodorant as a lifestyle accessory, complete with chic packaging and scents like “Orange Grove” and “Halcyon Summers.”
Meanwhile, premium skincare brands are joining the trend. Malin and Goetz, Glossier and Aesop now sell deodorants priced between £20 and £30 far from Sure’s trusty £1.40 roll-on at Boots.
But What Does the Science Say?
Dermatologists are sceptical. Dr Pallavi Gupta, consultant dermatologist at Experts in Skin and Hair, says the science doesn’t back the need for whole-body deodorants.
“Body odour comes from specific areas, the underarms, feet, and groin where sweat mixes with bacteria,” she explains. “Applying deodorant to areas like the arms, chest or calves is unnecessary and can even cause irritation, dryness, or allergic reactions.”
The risks are even greater when products are used on intimate areas. Thin, sensitive skin is more prone to rashes and disruption of natural microbiomes. For women, spraying deodorant around the vagina can upset natural pH levels.
Clean Girl Aesthetic Meets Wellness Marketing
So why are consumers buying into it? The trend dovetails with the rise of the “clean girl” aesthetic, a social media-driven look that prizes polished, effortless beauty. Within that comes heightened scrutiny of what we put on (and in) our bodies.
This has opened the door to natural products and, in some cases, conspiracy-driven scepticism. The recent anti-sunscreen movement falsely claimed SPF products were “toxic.” While debunked, it shows how quickly wellness culture reframes everyday products as either harmful or purifying.
Keeping It Simple
For most of us, the basics still work best. Regular showers, breathable fabrics, and deodorant where it’s needed are enough. As Dr Gupta puts it:
“Stick to washing with gentle, fragrance-free cleansers. And keep weird sprays out of your pants just to be on the safe side.”
In the end, the rise of whole-body deodorant says more about clever marketing than genuine science. Whether it’s luxury balms or crotch-spraying ads, the message is clear: personal hygiene has become the next battleground in the wellness industry.
Culled from The Independent
