In an intriguing twist for the personal care market, Daniel Bense, a veteran of the renowned Australian skincare brand Aesop, is launching a new deodorant line named To My Ships on September 26. Priced at £35 ($46), this deodorant aims to entice consumers to invest in a product that breaks away from conventional drugstore offerings by positioning itself as a premium alternative.
The formulation of To My Ships’ deodorant highlights its commitment to quality and innovation. Bense has teamed up with perfumer Céline Barel, known for her work with prestigious brands like Loewe and Jo Malone London, to develop a unique scent. Derived from polygonum odoratum, a plant related to Lily of the Valley, the deodorant incorporates naturally-sourced ingredients including fermented lactic acid to effectively combat the bacteria responsible for body odor.
With a clear objective, Bense seeks to carve out a niche in the burgeoning premium personal care segment. To My Ships is part of a broader collection dubbed “Of The Gods,” which also encompasses a hand and body wash retailing at £39 ($51) and a perfume priced at £170 ($222). The collection draws its name from classic literature, resonating with consumers who appreciate both quality and cultural references.
Bense’s decision to focus on deodorant stems from its significance in daily routines—something most individuals do not leave home without applying. Establishing To My Ships with this product allows the brand to cultivate its presence within consumer lifestyles from the outset. As Bense notes, “It’s something you don’t walk out the door without using,” highlighting that entering the market through a familiar product can build stronger brand recognition and loyalty.
The brand’s quirky name reflects a playful identity, crucial in an industry often bogged down by serious branding. Bense acknowledges, “Look, [we’re] dealing with dark and smelly functions. You want to have a bit of humor in answering it.” This whimsical approach could resonate with consumers looking for a light-hearted alternative in a sector often dominated by seriousness.
However, the premium deodorant market remains nascent. According to Euromonitor, it currently constitutes around 3.2% of the overall deodorant market, with sales reaching $842 million in 2023. Notably, this segment’s compound annual growth rate from 2018 to 2023 surpassed the overall market by growing at 5.2%. This suggests significant potential for brands like To My Ships to flourish as consumer preferences shift towards higher-quality, premium products.
Despite this potential, To My Ships faces competition from established names like Curie, Hume, and Salt & Stone, which offer a range of modern deodorant formulations—ranging from creams and balms to unique body deodorants—all priced under $20. Bense believes To My Ships stands apart in its quest to provide an elevated experience, appealing to a more mature, unconventional consumer segment. “There’s not many brands in that elevated space,” he asserts.
Bense’s venture is not merely a product launch; it is built on years of expertise gained during his tenure at Aesop, where he spearheaded the launch of the brand’s US operations and developed its e-commerce strategies. This pedigree plays a crucial role in shaping To My Ships’ approach to branding and marketing. Bense emphasizes Aesop’s commitment to core values and principles as a compass for his own brand’s vision.
To establish To My Ships, Bense will prioritize grassroots marketing strategies such as community-focused events rather than relying on broad influencer campaigns. An initial launch event at Shreeji News & Magazines in London aims to connect directly with the target audience, aligning the brand with other luxury entities. Plans for a similar event in conjunction with Paris Fashion Week signal Bense’s strategic intent to enhance the brand’s visibility in high-fashion contexts.
Interestingly, even in a landscape where discretionary spending is tightening, Bense remains confident that the target audience will be drawn to the brand’s distinctiveness and quality. “Those first movers are looking for something that’s new, distinctive, and interesting,” he claims, believing that the allure of premium personal care is far from diminishing. The market for luxury sundries, encompassing everything from high-end nail polish removers to elegantly packaged candles, is thriving, illustrating a consumer willingness to invest in personal care products that elevate their lifestyle experience.
Yet, the efficacy of luxury deodorants remains a critical consideration. Social media buzz often highlights the challenges faced by natural deodorants in providing lasting results, indicating a consumer hesitation towards products that may lack perceived effectiveness. As Dr. Julian Sass, a product development consultant, notes, “For some people, any deodorant, natural or otherwise, just isn’t going to be enough.” Thus, To My Ships must ensure its formulation meets rigorous expectations of performance to foster consumer trust.
In summary, the debut of To My Ships promises to introduce an intriguing dimension to the personal care market. By leveraging his extensive experience at Aesop, Daniel Bense aims to create a brand that stands for quality, creativity, and humor in the often serious world of grooming. As the market for premium personal care continues to grow, it will be fascinating to see how this innovative offering positions itself among an evolving consumer landscape.
